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This research aims to investigate whether and how differences may exist in children’s preferences of package design across cultures, with a focus on three aspects of package design: curvilinearity, figurativeness and complexity.

A large-scale questionnaire survey has been conducted in a face-to-face setting in the USA and China, generating valid responses from 763 American children and 837 Chinese children of age 3-12 years.

Unlike previous findings among adults, children from both cultures were found to unanimously prefer curved package design. Nevertheless, Chinese children showed greater preferences for figurative and complex package design than American children; these tendencies increased with age, suggesting significant age–culture interactions.

The surprising finding of the lack of cultural difference in children’s preferences of curved package design suggests that such cultural preferences established in studies of adults may not emerge through time via cultural/social learning until after age 12. The limited cultures, stimuli and factors included in the study call for replications of the study in more realistic and broader settings.

The findings provide package design guidelines for consumer product marketers and designers/innovators targeting the Chinese and American children’s markets. Curved package designs are preferred by children from both cultures. Nevertheless, marketers should choose figurative and complex package design in accordance with the target children’s age and cultural background.

This study contributes to the limited empirical consumer behavior research on package design, especially that of children’s products. It also extends the literature on cultural psychology, experimental aesthetics and developmental psychology.

Except the physiological comfort, the design aesthetic of plaid shirts is the decisive factor affecting the purchase decision making of consumers. However, as there is subjectivity and indeterminacy in evaluation of the aesthetic, current research in the literature has little information about the appearance design of checks. The purpose of this paper is to extract the check design features, which influence consumer evaluation, and determine the preferences of men of different ages for the check designs, and the preference differences between them.

Through cluster and preference experiments, the perception and evaluation of the subjects were gained. By cluster analysis, typical classifications of check designs were fixed. With Multidimensional Scaling (MDS) algorithm, users’ perceptual space was revealed as to the plaid samples. In the PREFMAP analysis, results of the ideal vectors of men of different ages were drawn.

The study results revealed four typical classifications of check designs, identified three design dimensions that had effects on users’ evaluation, and built the relationship between design features of checks and consumer evaluation. Besides, in the study, the differences in preference for check designs between men of different ages were also explored. It was found that young men liked modern check designs, but disliked “small and complex” check patterns. Middle aged men preferred dark and cool colors, with dislike for “youthful vigor style.” While they cared more about check colors, young men attached more importance to the design style.

Currently, there is little information in the literature about the evaluation of pattern design. In this study, the use of MDS and PREFMAP analysis reveals visualized complex statistical results. The visualization approach is also applicable to design and positioning of other apparel, and can help designers better understand and position design styles and effects, given their consumer groups and design samples.

The study seeks to investigate individual preference for early or late retirement. The aim is to determine the impact that variables at personal, work and organizational, and retirement‐related levels exert on such preference.

A questionnaire was submitted to 275 Italian workers, aged from 45 to 63. The “preferred” and “expected” retirement ages were measured, and a preference for retiring before or after the expected age was computed. The questionnaire included personal (e.g. age, income), work and organizational (e.g. work importance, job demands and control), and retirement‐related variables (level of information on pensions and attitudes to retirement). Hierarchical multiple regressions analyses were conducted to test the impact of such variables on the preference for early or late retirement.

The results show a significant preference for retiring on average three years before the expected age. The preference for postponing retirement is related to chronological age and perception of income adequacy, but also to work variables (work importance, firm policies supporting aged employees) and attitudes to retirement.

Political and organizational strategies concerning old employees should take into account the widespread preference for early retirement. It is, however, possible to encourage late retirement by developing interventions aiming to meliorate working conditions, organizational perceptions and retirement attitudes.

The difference between preferred and expected retirement age may be useful to identify employees preferring late retirement. It is also suggested that certain psychosocial factors are related to such preference. This knowledge is relevant for European policies encouraging employees to stay longer in the workforce.

The paper aims to identify the differences and similarities in work environment preferences of office users of different age.

The paper analyses results of a preference survey answered by more than 1,100 office employees in Finland. The survey included questions concerning user preferences in terms of location, buildings, workspaces, and services. The analysis starts with a principal component analysis (PCA). The respondents are divided into five clusters based on their year of birth, and their responses are compared based on regression analysis. The identified differences are confirmed by discriminant analysis.

The study shows that there are differences in the work environment preferences of users of different age. Significant differences were found concerning personal services, commuting, collaboration, restaurant services, and adjustability of indoor climate. The study also identifies areas in which preferences between younger and older employees did not differ remarkably, such as privacy and the virtual environment.

While the study indicates that there are preference differences in the workforce as it currently exists, it does not explain whether the identified differences are connected to generations, or if they are simply a result of age and experience.

The paper includes findings that are valuable for all parties that are involved in designing and managing work environments.

The results give new insights on what office users of different age prefer in their work environments. The paper proposes that some general notions regarding generational differences in the workplace lack academic evidence, and presents results that suggest that the differences are not as significant as generally thought.

This study aims to identify the preferences of wine consumers based on age cohorts to identify differences in consumption from a developing country perspective, with a predominantly younger population, to determine wine consumption longevity.

The target population was wine consumers in South Africa. Through convenience sampling, the data were collected in 2020 via a self-administered online questionnaire. In total, 20,997 fully completed the questionnaire. The age categories of the respondents were assigned to a particular age cohort to differentiate the market.

The age cohorts revealed five cohorts, namely, Gen Z: 18–24 years (11%); Young Gen Y: 25–34 years (32%); Mature Gen Y: 35–44 years (25%); Gen X: 45–54 years (17%); and Baby boomers: 55+ years (15%). Segmenting South African wine consumers based on their age cohorts revealed statistically significant differences based on their socio-demographics, wine preferences and consumption behavior. A typology of domestic wine consumers is consequently proposed: basic, budget conscious and image-oriented wine drinking Gen Z’s; experimenting and enjoyment-oriented wine drinking Young Gen Y-ers; aspirational and purposive wine drinking Mature Gen Y-ers; ritual-oriented, avid and conspicuous wine drinking Gen X-ers; and conservative, value-seeking and experienced wine drinking Baby Boomers.

This knowledge has important marketing implications and can create a greater appreciation for South African wines among the different age cohorts. The research shows the value of the generational theory in understanding wine consumers’ consumption and highlights the importance of analyzing different generations rather than solely focusing on one, as this could lead to mismanagement of resources.

This is one of the most comprehensive national surveys aimed at the South African wine consumer. The research fills the current literature gap regarding the characteristics of the different age cohorts and shows how wine consumption and preferences may change over time.

Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand features.

Three experiments were undertaken to examine children's (six to 12 years of age) preference for phonetically manipulated brand names. Experiment 1 replicates findings in previous research showing that preference for a particular brand name within a single product category is dependent on how the brand is described. Experiment 2 extends this research across product categories that are expected to lead to differential brand name preference (based on product features). Finally, experiment 3 investigates the interaction between pure phonetic symbolism and semantic information.

Children show similar patterns of brand name preference (with some age differences that could be attributable to developmental stages), and that they link particular sounds with specific brand/product attributes.

This research shows that when selecting an inventive and distinct brand name, consideration could be given to the relationship between vowel sounds and brand characteristics. The authors believe that the findings are of importance to marketers as they consider different approaches to the naming of new brands.

This is the first set of experiments to investigate the effects of phonetic symbolism on brand name preference utilising a children's sample.

The purpose of this paper is twofold: first, to provide empirical evidence of the relationship between specific sensory motivations (i.e. flavor) and the development of preference for food, beverages or brands by preteen consumers; and second, to compare the three age groups within the concrete operations stage toward the hypothesis contrast that states that the higher the cognitive development, the more recognized and recalled a brand will be.

The research techniques implemented were observation (exploratory phase) and personal survey using a paper and pencil questionnaire. The food products and beverages, brands, jingles and isotypes used were based on a convenience sample of 131 lunch boxes. A sample of 682 preteens aged 6–11 in the concrete operation stage obtained by convenience and snowball sampling participated.

When choosing one product or brand over the other, the results highlight flavor as compared with other more secondary sensory motivations, and there are clear differences between the younger and older age groups. In respect of advertising recall and brand recognition, the older age group shows higher frequencies of correct jingle-brand and isotype-brand association.

Despite product and brand consumption in the child segment relevance further motivational research is needed to identify the factors that influence preferences. The results obtained show that there are preferences and motives for product consumption that can be attributed to the functioning of the senses by the preteen consumer as well as differences within the concrete operations stage.

The purpose of this study is to explore fit problems, satisfaction and preferences of Ethiopian male consumers of ready-made garments (shirt, polo shirt, sweater and khaki and jeans trousers) and highlight the need for a domestic standard garment size chart.

Using a structured questionnaire, 405 usable responses were collected from consumers in four cities (Bahir Dar, Kombolcha, Dessie and Addis Ababa) based on convenience sampling. Moreover, the pattern-making methods of 12 domestic garment manufacturing companies were investigated. One-way analysis of variance and multivariate analysis of variance were used to examine differences in fit satisfaction with age, body size and shape. Multiple regression was used to test hypotheses.

The participants were mostly neither satisfied nor dissatisfied with the fit of the garments irrespective of their age, body size and shape. While age was found to be insignificant, apparel sizes worn and body shape were found to be significant predictors of fit type in most garments. It was also found that most of the domestic garment manufacturing companies use the knock-off method for pattern making, which results in a bad fit as the basic garment for the knock-off is constructed based on other countries’ standards.

This study investigates the fit problems and preferences of ready-made garments in the context of consumers in a developing country. Moreover, it has a contribution in considering men’s body shape in the analysis of fit preferences. The results have implications for developing domestic standard garment size charts to improve fit satisfaction.

The purpose of this paper is to provide a greater understanding of why and how different ages use shopping channels, analysing preferences and motivations for use.

Qualitative in-depth interviews were conducted with a sample of 50 female participants, aged 20-70. All were customers of a fashion retailer that has ecommerce and mcommerce platforms, stores and catalogues, in order to gain a better understanding of loyal consumers’ multi-channel behaviour.

Multi-channel shopping behaviour increased with age; the 20s did not engage in multi-channel shopping behaviour but viewed each channel as a separate entity. Mcommerce is the preferred shopping channel for the 20s, but its popularity and motivations to use decreases with age. Ecommerce is the most popular shopping channel due to convenience, selection, adventure/exploration and idea shopping. The physical store was the preferred channel for the 60+, who shopped there for convenience and enjoyment. Catalogues were seen as out-dated and no longer considered a transactional channel.

There are no previous studies that have investigated channel preferences and motivations across a 50-year age span using loyal customers. The majority of previous studies looking at multi-channel shopping behaviour are quantitative and so this qualitative enquiry provides a richer insight into reasons for consumer preferences and motivations. The study contributes novel findings to the literature as it shows that multi-channel shopping behaviour increases with age, and younger consumers (20s) are not partaking in it at all.

The purpose of this paper is to investigate buyers' perceptions and preferences for three different packaging formats of low-priced wines existing in the Chilean market: Brick Liquid Carton, Traditional Glass Bottle (0.75 L), and Magnum Glass Bottle (1.5 L). Since differences between these packaging formats do not permit a comparison of intrinsic packaging attributes, a consumer-centered perspective was adopted, with consumption occasion, perceived packages properties and demographic characteristics used as explanatory variables.

Data were collected through the administration of an online structured questionnaire. The study sample consisted of 433 low-income wine buyers who declared to buy low-priced wine in different package formats.

Findings reveal that preferences for different packaging options of low-priced wines vary depending on consumption occasion and that there are marginal effects of gender and age on these preferences. Also, results show that buyers' associations of different formats to relevant features are not equal, with perceived differences observed not only in features related to intrinsic package properties but also in terms of the properties of the wine they contain.

The results of this study have several implications for managers in the wine industry. First, and as preferences for alternative formats depend on the consumption occasion, marketing campaigns reinforcing these preferences or showing alternative occasions can be adopted. Second, the BLC format seems to be more accepted by younger consumers, and thus focusing on this segment can be a good alternative for companies selling wine in this format. Finally, firms selling wine in alternative package formats should try to educate or inform consumers about the marginal or null impact of packages on wine properties.

The study sheds light on the perceptions and preferences for alternative package formats within the wine industry, a topic that has been scantly explored. Specifically, it provides valuable marketing insights regarding the impact of consumption occasion on these preferences and the main features associated with the studied formats.