Don't believe the myth that the mature market won't switch brands.
48% of shoppers aged 50 to 59 said they would probably switch brands of consumer electronics, compared with 40% of all respondents. And 56% of the mature market would try another brand of health-and-beauty product, more than the 51% figure overall.
Source: DSN Retailing Today, 2004
“Senior citizens exhibit less brand loyalty for refrigerated orange juice than do younger consumers. In the refrigerated sample, older consumers are less likely to be loyal to either a name brand juice or a private label. This result contrasts with pharmaceuticals, where older consumers were more likely than others to buy a name brand instead of a generic drug.”
Source: Giannini Foundation of Agricultural Economics, Rui Huang, Department of Agricultural and Resource Economics (ARE) at UC Berkeley
Filed under: Statistics, TR Mann, marketing | Tagged: ARE, brands, consumer electronics, Department of Agricultural, generic drug, Giannini Foundation of Agricultural Economics, mature market, Mature Market Experts, orange jusice, pharmaceuticals, Rui Huang, seniors, UC Berkeley
