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Sinem's Notes-Session 22 - GJ M I C H I GAN M KT 3 13...

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GJ MI CH IGAN MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 22 April 4, 2011 Winter 2011 © Copyright 2011 by Carol yn Yoon All rights reserved Consumer Diversity: Generational Cohorts (j Q G~o~ O~'~\~. ~<2Jd. '::. tQA . B.. qef)ef M(IOn ~ rSeniors \J ~j ckl.e-< ml,l\.Q \J" ~r I tLk Baby Boomers (J . n LjulV;.L ""f> • Generation X Generation Y (a.k.a. Millennials) Generation Z 1
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Ages and Generational Cohorts Cohort Born Coming of Age Age in 2010 Share of Population Depression & World War II 1912-1927 1930-1945 98-83 3% Post-War Builders 1928-1945 1946-1963 82-65 11% Boomers I 1946-1954 1963-1972 64-56 11% Boomers II 1955-1964 1973-1983 55-46 15% Generation X 1965-1984 1984-2000 45-26 25% Generati6rr-Y-t ' 197~1994 1995-2012 31-16 27% Generation Z 1994-2004 1995-2009 15-1 7% 3 ., /1 r 1.!:{'}I1.f 0.-1 (Of\.- ~~ , f . -CD 0) bro()(J r-f--f'--------------------, ~z (j!l£ . (& L--I: '{ os U 1+1c:vt1~o !7 lx (l7a(J Generation Y and Brand Loyalty • Recent survey of Gen Y found that 3% of Gen Y consumers say they're loyal to a particular brand • High degree of information search (online) 94% say their decision to buy was "positively influenced" by research • 50% visit brand's website • 40% check third-party review sites • 75% conduct general consumer review 2
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The Disconfi rnlation or "Gap" Model of Customer Satisfaction • Satisfaction with dimension i = Performance on i-Expectations on i (S i = Pi - E;) • Overall satisfaction with the transaction is the sum of these differences across dimensions or attributes.
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  • Fall '11
  • RajeevBatra
  • Generation Y, Generation X, Prof. Carolyn Yoon, different satisfaction levels, Performance Model of Customer

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