Case Study Assignment 3 - Case Study Assignment#3 Marketing 1101 Dominic Caminiti Part One Generational Characteristics The two additional

Case Study Assignment 3 - Case Study Assignment#3 Marketing...

This preview shows page 1 - 3 out of 6 pages.

Case Study Assignment #3 Marketing 1101 Dominic Caminiti Part One: Generational Characteristics The two additional characteristic that I chose were health and housing. CHARACTERISTIC Baby Boomers Born 1946-1964 Generation X Born 1965-1976 Generation Y/ Millennials Born 1977 – 1998 1. Market Size 75.8 million people 67.9 Million 76.3 Million 2. Average HH Size 1/3 of the U.S. population ¼ of the U.S.population ¼ of the U.S. population 3. Average HH Income Spend on average $46,160 on living expenses. They have per capita an average of $8000 to spend annually. Make on average $12,000 more than its parents’. Although, they have far less wealth. Fewer than 50% of gen X in every income bracket are wealthier than their parents at the same age. Mostly due to the declining savings rates and lower returns on assets. Gen Y are least to have accumulated reserves. They are aware that they are without a safety net. Debt is an issue too. 2/3 of college students start out with student loan debt averaging $19,200. 4. Relationship to Technology 41% of Boomers regularly visit social media. 61% visit websites that offer streaming or downloadable videos. Much less than X and Y They use technology but only because of how convenient it is. A lot more than baby boomers. Growing up in a world surrounded by technology. 90% of Gen Y check emails, texts and social media before even getting out of bed. 5. Relationship to Family & Friends “Individual freedom” 70% more likely to believe that the main purpose of marriage is mutual happiness and fulfillment. Spend less time with their parents than previous generations of children have. Gen Y were raised by parents who believed that successful parenting involved boosting young egos, and maxing quality
Image of page 1
time. 6. Relationship to Work & Workplace Extremely hardworking and motivated by position, perks and prestige. Want high quality and results, productivity, balance, flexible hours, free agents, ethnic diversity. Technically savvy and optimistic. High expectations. 7. Print Media Preferences (Be specific) TV and Newspaper TV, Newspaper, video on demand services. 26% more likely to have use the internet to watch tv.
Image of page 2
Image of page 3

You've reached the end of your free preview.

Want to read all 6 pages?

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture