Brand Choice of Older Chinese Consumers

Abstract

Abstract This study explores brand choice behavior of older Chinese consumers in comparison with the X-generation (aged 18-35 years). Based on a survey of 23,174 respondents from five major cities on their purchase behavior of 397 brands across eight categories of fast moving consumer products, we have found that old consumers share many similarities of brand choice behavior with the X-generation, though some significant differences do exist. Theoretical and managerial implications of the findings are discussed.