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Older consumers and food innovation

Leek, Sheena; Szmigin, Isabelle and Carrigan, Marylyn (2001). Older consumers and food innovation. Journal of International Food and Agribusiness Marketing, 12(1) pp. 71–89.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1300/J047v12n01_04
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Abstract

Traditionally older consumers are perceived as set in their ways and resistant to change and innovation. This paper investigates the validity of these perceptions through examining younger and older consumers' propensity to purchase varieties of a conceptually new product: polyunsaturated fatty acid (PUFA) fed fish. Involvement and cognitive style, which have been found to influence consumer purchasing, are compared across age groups and their purchase intentions. It was found that older consumers, far from being resistant to innovation, were marginally more likely than the younger consumers to try the varieties of PUFA fish. Of particular interest is the fact that older consumers are more willing to pay a premium price for PUFA fish. These findings should be of particular interest to marketers who have largely concentrated on the younger end of the market.

Item Type: Journal Article
ISSN: 0897-4438
Keywords: Older consumers; food innovation; cognitive style; involvement;
Academic Unit/Department: Open University Business School
Item ID: 15167
Depositing User: Users 2400 not found.
Date Deposited: 02 Mar 2009 17:03
Last Modified: 28 Mar 2011 09:33
URI: http://oro.open.ac.uk/id/eprint/15167
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