Browsing by Author "Mecredy P"

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    Remember Less, or Needing Less? Age-related differences in the purchase funnel
    (Springer Nature, 2024-06-30) Mecredy P; Wright M; Feetham P; Stern P
    This study explores how age influences the stages of the brand purchase funnel (awareness, consideration, and purchase) and the mechanisms associated with any age-related differences. Aggregated analysis of survey data (n=1,862) across five markets and four age groups shows a reduction in the proportion of brands recognised that subsequently enter the consideration and purchase sets of older consumers. Subsequent individual-level GLS regression analysis using age as a continuous variable reveals an inverse-U shape for brand recognition and in some cases for brand recall and consideration. Peak cognitive performance occurs at age 56. There is a linear decline for purchase set size across age. Therefore, age-related differences in brand awareness and consideration, and the mechanisms driving these changes, do not greatly impact age-related increases in loyalty. Instead, findings suggest age-related increases in loyalty result from a combination of accumulated experience, development of purchase habits and declining category purchase rates.