Resistance To Brand Switching: The Elderly Consumer

Main Article Content

Komal Gyani Karani
Katherine A. Fraccastoro

Keywords

Brand switching, marketing, elderly consumers, quality of life

Abstract

In this study, the authors examine one more aspect of the elderly consumer’s brand loyalty: resistance to brand switching. This study claims that elderly consumers are not only more likely to repurchase but also actively resist switching brands once they have established a favorite brand. This study looks at the unique cognitive psychology of elderly consumers likely to cause this behavior. A better understanding of such behavior can guide efforts of firms either trying to retain their existing consumers or attempting to convert customers of rival brands to their own brands.

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