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Measuring brand choice in older customers in Japan

Measuring brand choice in older customers in Japan
Measuring brand choice in older customers in Japan
As populations around the world age, brand choice behaviour by older customers becomes an increasingly important issue for marketers. This is especially the case in Japan, which has the largest older customer segment as a proportion of the population of any country. Our study measures brand choice behaviour of the older customer segment in Japan in fast-moving consumer goods categories. We employ an 11-point purchase probability scale, the Juster, to calculate brand performance measures such as penetrations, buying frequency and sole buying for three age-based customer segments. The Juster output is used as input into a mathematical model, the Dirichlet, for benchmarking the brand performance measures. The findings here reveal new insights into the brand purchase behaviour of older customers. There are more similarities than differences between the brand purchase of younger and older customers in most categories analysed here. The results have practical implications for understanding and creating appropriate marketing strategies for the older customer segment. Our study also demonstrates a novel method for analysis of brand choice data collected via a survey instrument, as compared to the traditional consumer panel data. The research framework in our study is recommended for further empirical research in other regions where demographic changes are presenting challenges to marketers, and where panel data are often not easy to obtain.
1470-7853
347-368
Singh, J.
db6316ed-e404-4c5a-873c-6e97c94fe531
Dall'Olmo Riley, F.
c2690b09-a881-46a6-8784-f9a0d1faa8b1
Hand, C.
e266d7ce-06f4-4fd0-8390-2e3bc796488b
Maeda, M.
a4c32e7b-39fb-4085-8f86-3e30f4cc0f9e
Singh, J.
db6316ed-e404-4c5a-873c-6e97c94fe531
Dall'Olmo Riley, F.
c2690b09-a881-46a6-8784-f9a0d1faa8b1
Hand, C.
e266d7ce-06f4-4fd0-8390-2e3bc796488b
Maeda, M.
a4c32e7b-39fb-4085-8f86-3e30f4cc0f9e

Singh, J., Dall'Olmo Riley, F., Hand, C. and Maeda, M. (2012) Measuring brand choice in older customers in Japan. International Journal of Market Research, 54 (3), 347-368. (doi:10.2501/ijmr-54-3-347-368).

Record type: Article

Abstract

As populations around the world age, brand choice behaviour by older customers becomes an increasingly important issue for marketers. This is especially the case in Japan, which has the largest older customer segment as a proportion of the population of any country. Our study measures brand choice behaviour of the older customer segment in Japan in fast-moving consumer goods categories. We employ an 11-point purchase probability scale, the Juster, to calculate brand performance measures such as penetrations, buying frequency and sole buying for three age-based customer segments. The Juster output is used as input into a mathematical model, the Dirichlet, for benchmarking the brand performance measures. The findings here reveal new insights into the brand purchase behaviour of older customers. There are more similarities than differences between the brand purchase of younger and older customers in most categories analysed here. The results have practical implications for understanding and creating appropriate marketing strategies for the older customer segment. Our study also demonstrates a novel method for analysis of brand choice data collected via a survey instrument, as compared to the traditional consumer panel data. The research framework in our study is recommended for further empirical research in other regions where demographic changes are presenting challenges to marketers, and where panel data are often not easy to obtain.

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More information

Published date: May 2012

Identifiers

Local EPrints ID: 435959
URI: http://eprints.soton.ac.uk/id/eprint/435959
ISSN: 1470-7853
PURE UUID: 10db96c0-3c06-4980-94eb-011477e02874
ORCID for J. Singh: ORCID iD orcid.org/0000-0002-0766-0162

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Date deposited: 25 Nov 2019 17:30
Last modified: 10 Dec 2019 01:20

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