Intergenerational Influences on Brand Preferences: Consumables Vs Durables
Dr Kamran Siddiqui, Shahid Bashir, Irshad Hussain Sarki, Syed Ibne Ali Jaffari, Saffdar Abbas

Abstract
Purpose – The purpose of this paper is to assess the underlying structure of Intergenerational influences (IGI) on brand preferences. Design/methodology/approach – Survey methodology was used to collect the data and a total of 260 families were interviewed for their brand preferences and twelve different product categories were examined during this exercise to measure the IGI on brand preferences. Findings – The descriptive statistical method was used to analyze the data. Results showed that IGI on brand preferences for durable goods structurally differs with consumer goods based. Results also show a clear distinction between IGI preferences for durables and IGI preferences for consumables. There is a significantly larger difference in IGI influences for consumables as compared to durables. Research limitations/implications – The research focuses on only 12 product categories; further research for other services may be necessary before generalization can be made on the services sector as well. Practical implications – Findings of this research can be used in marketing and brand communications. It can also be translated in heritage for brand imagery. This preliminary study highlights a need for further study on this area. Originality/value – Although there are many studies on IGI preferences; research on comparisons between consumables and durables is very limited. This research adds significant value by dissemination of knowledge on the subject area.

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