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Measuring brand choice in the older customer segment in Japan

Measuring brand choice in the older customer segment in Japan
Measuring brand choice in the older customer segment 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, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Riley, Francesca Dall Olmo
f7b8dc5c-273b-4513-9d5f-5ab2ec83468e
Hand, Chris
e266d7ce-06f4-4fd0-8390-2e3bc796488b
Maeda, Mari
aa85ca18-bf59-460c-93ae-3b9341153a95
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Riley, Francesca Dall Olmo
f7b8dc5c-273b-4513-9d5f-5ab2ec83468e
Hand, Chris
e266d7ce-06f4-4fd0-8390-2e3bc796488b
Maeda, Mari
aa85ca18-bf59-460c-93ae-3b9341153a95

Singh, Jaywant, Riley, Francesca Dall Olmo, Hand, Chris and Maeda, Mari (2012) Measuring brand choice in the older customer segment 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
Additional Information: Copyright: Copyright 2018 Elsevier B.V., All rights reserved.

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 Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 25 Nov 2019 17:30
Last modified: 10 Nov 2021 04:00

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Contributors

Author: Jaywant Singh ORCID iD
Author: Francesca Dall Olmo Riley
Author: Chris Hand
Author: Mari Maeda

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