Change search
ReferencesLink to record
Permanent link

Direct link
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
URN: urn:nbn:se:hj:diva-30436ISRN: JU-IHH-NAA-1-20160052OAI: diva2:935324
Subject / course
IHH, Economics
Available from: 2016-06-20 Created: 2016-06-10 Last updated: 2016-06-20Bibliographically approved

Open Access in DiVA

fulltext(386 kB)15 downloads
File information
File name FULLTEXT01.pdfFile size 386 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
JIBS, Economics
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 15 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 22 hits
ReferencesLink to record
Permanent link

Direct link