How companies can benefit from population aging – empirical essays investigating consumers' transition to retirement

In three empirical essays, this dissertation investigates changes in consumer behavior during the retirement transition. The data demonstrate that consumers are more likely to change brand and patronage preferences during the transition phase than in periods before and after. Furthermore, the dissertation investigates which marketing offers and age-related labels should be used to address retirees. Factors that determine the magnitude of changes in consumer behavior, such as resource changes or an involuntary retirement, and the mechanisms through which these factors operate, such as personal adjustment need and peer group identification, were identified. The dissertation contributes to the research on the behavior of aging consumers and the understanding of the influence of life status changes on consumer behavior.