Do growing brands win younger consumers?
Date
2010
Authors
Anderson, K.E.
Sharp, B.M.
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Journal article
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International Journal of Market Research, 2010; 52(4):433-441
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Abstract
Are young consumers easier to attract? We shed some light on the presumption that younger consumers are less loyal to brands and more willing than older consumers to try new brands. Analysis of 230 brands from 12 categories revealed a tendency for new and growing brands to skew towards younger consumers. This suggests that younger consumers are slightly easier for brands to attract. The most plausible explanation is that younger consumers are more likely to be new buyers of the category. We therefore caution that our results do not support a marketing strategy strongly targeting younger consumers. If a brand grows, then it is likely to attract a slightly disproportionate number of younger consumers. However, it does not follow that, if it seeks largely to attract younger consumers, it will grow.
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Copyright 2010 The Market Research Society