Consumer Behaviour
B. Sony is introducing a new 27- inch T V with a picture – in – picture feature. How should the company position and advertise the product to
(a) Generation X Consumers ( b) Affluent baby boomers.
AFFUENT BABY BOOMER
A baby boomer is someone who was born during the period of increased birth rates when economic prosperity arose in many countries following World War II. In the United States, the term is commonly used to refer to the generation which demographic popularizers have identified with birth years from the span 1946 to 1964. Baby boomers presently make up the lion's share of the political, cultural, industrial and academic leadership class in the United States. Bill Clinton and George W. Bush, born within sixty days of each other in mid-1946, are the first and second Baby Boomer presidents, and their careers in office illustrate the wide, often diverging spectrum of values and attitudes espoused by this largest American generational group to date.
William Strauss and Neil Howe, in their book Generations, include those conceived by soldiers on leave during the war, putting the generation's birth years at 1943 to 1960. Howe and Strauss argue that persons born between 1961 and 1964 have political and cultural patterns very different from those born between 1955 and 1960 and fit into what those writers term the Thirteenth Generation or Generation X (also known as the Cold War generation) born between 1961 and 1981. As the influence of Strauss and Howe has grown, a smaller number of people still accept Baby Boomers as including those born after 1961, although there are some who put the dates at 1946 to 1963 because of the number of significant "Gen-X" figures born in 1964. There were over 79 million babies born during that generation.It can be argued that the defining event of baby boomers was the Vietnam War and the protest over the draft. Conscription in the United States ended in 1973 so anyone born after 1955 was not at risk. This argues for a ten
(a) Generation X Consumers ( b) Affluent baby boomers.
AFFUENT BABY BOOMER
A baby boomer is someone who was born during the period of increased birth rates when economic prosperity arose in many countries following World War II. In the United States, the term is commonly used to refer to the generation which demographic popularizers have identified with birth years from the span 1946 to 1964. Baby boomers presently make up the lion's share of the political, cultural, industrial and academic leadership class in the United States. Bill Clinton and George W. Bush, born within sixty days of each other in mid-1946, are the first and second Baby Boomer presidents, and their careers in office illustrate the wide, often diverging spectrum of values and attitudes espoused by this largest American generational group to date.
William Strauss and Neil Howe, in their book Generations, include those conceived by soldiers on leave during the war, putting the generation's birth years at 1943 to 1960. Howe and Strauss argue that persons born between 1961 and 1964 have political and cultural patterns very different from those born between 1955 and 1960 and fit into what those writers term the Thirteenth Generation or Generation X (also known as the Cold War generation) born between 1961 and 1981. As the influence of Strauss and Howe has grown, a smaller number of people still accept Baby Boomers as including those born after 1961, although there are some who put the dates at 1946 to 1963 because of the number of significant "Gen-X" figures born in 1964. There were over 79 million babies born during that generation.It can be argued that the defining event of baby boomers was the Vietnam War and the protest over the draft. Conscription in the United States ended in 1973 so anyone born after 1955 was not at risk. This argues for a ten