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However no evidence is offered to support this

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Unformatted text preview: t store products than do the middle­aged consumers, they might actually spend more in terms of the absolute amount. Even if middle­aged consumers are spending more than younger ones in department stores, the argument ignores the possibility that the trend may change within the next decade. Younger consumers might prefer to shop in department stores than in other types of stores, and middle­aged consumers might turn to other types of stores, too. This will lead to a higher expenditure of younger consumers in department stores than that of middle­aged consumers. Besides, the argument never addresses the population difference between middle­aged consumers and younger ones. Suppose there are more younger consumers than the middle­aged ones now, the total population base of younger consumers will be bigger than that of the middle­aged ones if both of them grow at the same rate in the next decade. Thus there will be a bigger younger consumer base. Based on the reasons I listed above, the argum...
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