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.

Measuring brand choice in the older customer segment in Japan

Jaywant Singh, Francesca Dall’Olmo Riley and Chris Hand

Kingston University

Mari Maeda

Nielsen BASES

Introduction and background

Measuring and predicting brand choice has long attracted the focus of consumer researchers. A relatively less explored area is whether or how the mature or older customer segment differs in the way they buy their brands (Ahmad 2002). The paucity of research on this topic is inconsistent with the considerable demographic changes that have occurred in many countries due to longer life expectancies and lower birth rates. These changing...

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