Consumer Behaviour

1.   Why did baby boomers have such an important impact on consumer culture in the second half of the twentieth century?

2.   How has the baby boomlet changed attitudes towards child-rearing practices and created demand for different products and services?

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3.   Is it practical to assume that people aged 55 and older constitute one large consumer market? What are some approaches to further segmenting this age subculture?

1.   What are some important variables to keep in mind when tailoring marketing strategies to the elderly?

2.   Find good and bad examples of advertising targeted at elderly consumers. To what degree does advertising stereotype the elderly? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group?

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