Consumer Behaviour

Marketers realize that people of the same age often exhibit very different lifestyles. Using the evidence presented in this chapter, discuss how developers of retirement housing can use older Americans’ lifestyles to segment their markets. Based on the discussion of focus groups and depth interviews, develop a discussion guide for studying college students’ reactions to their brand and model of cell phone.

Interview one baby boomer and one adult Generation Y consumer regarding the purchase of a car. Prepare a report on the differences in attitudes between the two individuals.

Do your findings support the text’s discussion of the differences between boomers and Gen Y buyers? Explain.

a. How should marketers promote products and services to working women? What appeals should they use? Explain.

b. As the owner of a BMW automobile dealership, what kind of marketing and service strategies would you use to target working women?


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