Life Transitions and Food Choice Behavior in Older Adults: How Changes in Social Relationships are Linked to Changes in Brand Preferences
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
Despite their growing economic influence, older consumers are often neglected as a target group
because they are considered brand loyal and not flexible in their consumption habits. However,
previous research suggests that life transitions may be associated with changes in older
consumers’ behavior. To investigate whether late-life transitions predict a greater likelihood of
changing food related brand preferences, we conducted two studies, examining four focus groups
(preliminary study) and analyzing real purchase data of German consumers from 2004 to 2008
(main study). Our findings provide empirical evidence that life transitions (e.g., transition to
retirement) increase the likelihood of changes in food-related brand preferences for older
consumers. These findings have implications for policy makers and marketing practitioners.