consumer behavior of generation X

consumer behavior of generation X - A STUDY ON BRAND...

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Unformatted text preview: A STUDY ON BRAND PREFERNCES & BUYING BEHAVIOR OF GEN X Under Esteem Guidance Asst. Prof. T.Suchitra Rani , Siva Sivani Institute of Management SUBMITTED BY: M2 – 04, Ahmad Shakeeb M2 - 14, G.S.Vijay Babu M2 – 24, Manmath Sahu M2 – 34, Nitesh Rao M2 – 44. S. Fayeza M2 – 54, Sidddhartha Roy Chaudhary Siva Sivani Institute of Management, Kompally, Secunderabad Siva Sivani Institute Of Management 1 CONTENTS Introduction 3 Objective of Study 3 Literature Review 4 Definition Of Gen X 6 Characteristics of GEN X 7 Research Methodology 11 Data Analysis 12 Findings 24 Marketing Implication Of Study 25 Limitations of Study 25 Reference 25 Questionnaire 26 - 27 Siva Sivani Institute Of Management 2 INTRODUCTION Buying Behavior is the decision processes and acts of people involved in buying and using products. This behavior is not same for all people. It differs according to different attributes of people. If we see behavior of specially generations, according to their age, we find a lot of difference between them because of the difference in the era, they had different environment which changed their buying behavior. GEN X consists of people who were born from 1965 to 1980. They were born in just post- independence age, which made different attitude among themselves. So, as a marketer there is a need to study is their any variations between buying behavior of Gen X and the current generations. And what are the factors they prefer while making a buying decision. In this study an effort has been made to know the brand preferences and buying behavior by taking two products, toothpaste and two – wheeler. Based on the findings, marketing implications have been suggested. Objective of Study The objective of study conducted was as follows- • To know the buying behavior of Gen X • To know the brand preference of Gen X • To know the involvement level of Gen X Siva Sivani Institute Of Management 3 LITERATURE REVIEW The term "Generation X" worked its way into popular vernacular after the release of Douglas Coupland's 1991 novel, Generation X: Tales for an Accelerated Culture, about three twenty somethings who are underemployed, overeducated, and unpredictable. Other nicknames have emerged, such as the more neutral "13ers" (which indicates the 13th generation since the pilgrims landed at Plymouth Rock). However, most of the other markers have negative overtones, such as "slackers," "latch-key generation," "MTV generation," and "baby busters." Many members of this generation reject these labels for they not only stigmatize and stereotype, but also reinforce the negative behavior they describe. In his research over brands over Gen X, ‘ Has Gen X fallen through the cracks’ Vivian Manning Schaffel mentions that, Generation X has always been problematic. Skeptical and saddled with recessions, the members of this age group never really had a chance to embrace shameless consumerism like Gen Y. The recession of the early 90s produced a job market so dismal that college grads were forced to take menial jobs to support...
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This note was uploaded on 05/21/2010 for the course MARKETING 107 taught by Professor Vivian during the Spring '10 term at SCA NC.

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consumer behavior of generation X - A STUDY ON BRAND...

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