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Does Customer Age Influence Retail Sales?: The Effect of Demographics on Retail Performance
Jönköping University, Jönköping International Business School, JIBS, Economics.
Jönköping University, Jönköping International Business School, JIBS, Economics.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This paper intends to examine whether certain age groups have a positive influence on retail revenue. A large body of work exists on the subject of retailing, however, many fail to show quantitative research on whether demographic characteristics of customers influence retail sales. While previous literature focuses on the supply side of retailing i.e. spatial dependencies between shops, number of competitors, and retail location, the empirical analysis of this paper will rather focus on the demand side of retailing i.e., the customer. A dataset consisting of retail sales, age structures, income, population density and gender ratios of 290 municipalities in Sweden collected in 2014 is used in the empirical testing. The main findings show that age groups between the ages of 18 and 44 have a significant positive influence on retail sales.

Place, publisher, year, edition, pages
2016. , 27 p.
Keyword [en]
Retail, Age, demographics
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-30436ISRN: JU-IHH-NAA-1-20160052OAI: oai:DiVA.org:hj-30436DiVA: diva2:935324
Subject / course
IHH, Economics
Supervisors
Examiners
Available from: 2016-06-20 Created: 2016-06-10 Last updated: 2016-06-20Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf