How Age Subcultures Affect Consumption Behaviors

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Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object–within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object.

People in their early twenties demographics comprise a category that combines age with activity (or, in more technical terms, demographic segmentation with life-style). They have both spending power and potentials for brand loyalties which could remain with her through adulthood such as brands in personal care products and clothing. Her tastes for clothes focus on what’s trendy and stylish. They prefer to buy and wear the latest fad in order to be considered “cool” or “hot”.

Those in their early twenties comprise the “yuppies” stage which is slang for young urban professionals. They are able to find a secure and high-paying job that would provide affluent lifestyles. They tend to eat unhealthy foods such as burgers and fries due to a busy lifestyle.

Those people in their late twenties to early thirties belong to Generation X or those born between 1965 and 1977 (40 million people). They are not so trusting on marketing. At this point in time, they look for a balance between work and leisure. Gen X-ers are close to their parents and they tend to live at home. They are not drawn to traditional forms of advertising such as hyping up products.

Gen X-ers express their need to stay in control by purchasing communications equipment such as beepers, fax machines, e-mail, and mobile phones. He prefers to buy products based on their practicality including personal care products. They are not so into latest trends or fads in clothing. They prefer foods that are healthy at the same time quick to prepare.

People in their early fifties to early sixties belong to the baby boomers or those born those born between 1946 and 1964 (78 million). This demographic is quite stable with total income over $1 trillion, increasing at a rate of 10% per year (versus 5% for the rest of the population). They have a high level of education. They have more discretionary income than other groups and they buy more and save less.

Boomers are health conscious particularly in their food choices. They prefer vegetables to burgers. They are becoming less materialistic in outlook and their product and service selections reflect their concern for the environment and quality of life. They use credit cards and buy expensive exercise equipment. Boomers keep up with fashions by looking at the trendy clothes of the young. The marketing of nostalgia works well with them especially older baby boomers.


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