The influence of children on purchases: the development of measures for gender role orientation and shopping savvy

The changing composition of the family, changes in gender role orientation and individual differences in marketing or shopping 'savvy' seem likely to affect the degree of influence of different family members in various stages of a purchase. This paper describes the key planning and exploratory stages of a collaborative academic-practitioner project designed to identify the determinants of a child's relative influence within a family in relation to purchase decisions. Specifically, the paper describes the planning and exploratory stages involved in construct definitions, choice of measures (ready-made or purpose-built) and their screening and development in consultation with a sample of adults and children and a team of practitioners, academics and teachers

Generic products for retailers in a mature market

Since their introduction, generic grocery products have been a major centre of controversy. Statistics indicate that the rapid growth phase for generics has ended and that this concept has now entered the maturity phase of its life cycle. Since generics have now become a permanent feature of the grocery industry, retailers and manufacturers must formulate their marketing strategies carefully, whether these strategies are for offensive or defensive reasons. These critical strategic questions are focused on and recommendations for future strategies now that generics have reached maturity are made