Life Transitions and Brand Switching: How Changes in Social Relationships are Linked to Changes in Yogurt Brand and Grocery Chain Choice

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.