Life Transitions and Brand Switching: How Changes in Social Relationships are Linked to Changes in Yogurt Brand and Grocery Chain Choice
Bibliographic record
Abstract
Older consumers are often neglected as a target group because they are considered brand loyal and not flexible in their consumption habits. However, previous research suggests that life transitions may be associated with changes in consumers’ behavior. To investigate whether late‐life transitions are associated with a greater likelihood of changing the regularly bought yogurt brand, we analyzed real purchase data of German consumers from 2004 to 2008. Our findings provide empirical evidence that changes in social relationships (change in household size, relocation) are associated with a higher likelihood of changes in first yogurt brand and first grocery chain for older consumers. These findings have implications for policy makers and marketing practitioners. Les consommateurs plus âgés sont souvent négligés comme groupe‐cible, car ils sont considérés comme étant fidèles à leurs marques et peu flexibles dans leurs habitudes de consommation. Cependant, des recherches antérieures suggèrent que les transitions de la vie peuvent être associées à des changements d'habitudes de consommation alimentaire. Afin de déterminer si les transitions qui se passent en fin de vie sont associés avec une plus grande probabilité de changer la marque de yoghourt achetée régulièrement, nous analysons les données d'achats réels des consommateurs allemands de 2004 à 2008. Nos résultats fournissent des preuves empiriques sur la probabilité de changements de (a) la marque première de yoghourt et la chaîne de supermarché première pour les consommateurs les plus âgés à la suite des changements dans les relations sociales comme le changement de la taille de ménage et le déménagement. Et en plus ces résultats ont des répercutions pour les décideurs et les professionnels du marketing.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.000 |
| Science and technology studies | 0.000 | 0.000 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".