The buying habits of baby boomers really do differ from those of
their parents. The authors show how marketers can use each group's
consumption patterns to reach both markets most effectively.
Another insight: buying habits of these groups differ according to
the product or service offered. By analyzing each cohort's buying
habits in various purchasing situations, the book dramatizes the
need for customized marketing strategies. Based on two national
surveys conducted by the Center for Mature Studies, Georgia State
University, the book will be essential for marketing professionals
and their academic colleagues.
Moschis and his coauthors concentrate on food products, apparel,
footwear, drugs and cosmetics, housing, technology products and
telecommunications services, health care, travel and leisure, and
financial and insurance services. They cover preferences for
selected products and services, patronage habits, methods of
purchasing, motives for preferences for specific brands and
services and for payment methods, and reasons for buying direct.
Each chapter addresses a specific product or service category and
includes analyses of survey respondents by demographic and
lifestyle characteristics and media use habits. The book concludes
with a discussion of the implications of their research and the
ways in which it will lead marketers to design more effective
strategies, not only today but in the future.
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