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Uwe Lebok and Karen Döring (2005)

Effects of Demographic Aging on Buying Behaviour and Brand Loyalty*

In: Zeitschrift für Bevölkerungswissenschaft, Vol. 30, 1/2005, p. 83-110, Wiesbaden: VS Verlag für Sozialwissenschaften, ISSN: 0340-2398

Although demographic aging is a phenomenon which has been known for a long time, causing profound changes in the population, the economy and the society, only few manufacturers of branded goods and advertising agencies have so far reacted to this trend which will intensify in the future. For the branded goods industry, demographic change will have far-reaching consequences as on the one hand products are advertised drawing upon the illusion of eternal youth, while on the other hand more older people – in relative terms – will take purchasing decisions. For some product categories and brands, these demographic changes will be of vital significance. The categories of mineral water, beer, and women’s magazines are used to show current developments and possible trends on the basis of own simulation computations. The demographic changes will thus have an increasingly profound and persistent influence upon brand loyalty and the pattern of consumption. The development of the inclination to buy on the part of those aged 50 to 70 will be decisive for future successes and failures of individual brands. The so-called “best agers“ will therefore increasingly become the centre of brand and market-related considerations and concepts, demographic trends play an important part here.

* Original title: Auswirkungen der demographischen Alterung auf Kaufverhalten und Markenbindung (full text in German only)

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