Consumer Behaviour Case Study: Baby Boomers and Marketing Strategies

This case study examines the consumer behavior of baby boomers, exploring their cultural and social influences, and the marketing implications that arise from their interactions with their children (Generation X). The study delves into various phenomena, including the impact of culture, parenting practices, and financial considerations on baby boomers' behaviors. It highlights the challenges faced by baby boomers in balancing financial responsibilities towards their children and their own parents, and discusses the eliteness and luxury provided by parents to the kids. The analysis also covers the marketing implications of these behaviors, emphasizing the need for financial stability and motivation within both baby boomers and their children. The study concludes by emphasizing the importance of effective management of consumer behavior to improve financial viability and control financial burdens, providing insights into how cultural, social, and motivational factors influence financial planning and resource allocation for both generations.

CASE STUDY: CONSUMER
BEHAVIOUR

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Main Body...................................................................................................................................1
a) various phenomena described in the article...........................................................................1
b) Based on the topics chosen for your answer to a) above, what are some specific marketing
implications you can identify?....................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES ...............................................................................................................................4

INTRODUCTION
Consumer behaviour plays a very crucial role in handling of operations and thus will
support a good management of business functions that helps in a good rise in revenue generation
and gaining of good amount of revenue. The essay covers the influence laid by the baby boomers
getting attached as well as strict over the kids (Biswas and Roy, 2015). Various topics and their
associated theories have been evaluated and thus will help in good rise in compatibility and thus
facilitate an effective increase in effectiveness of baby Boomers. Other than this, certain
marketing implications are identified and discussed.
Main Body
a) Various phenomena described in the article
The baby boomers are that demographic group that are based within an organisation or in
a social setting. They are born between the silent generation and generation X. As per few
assessments, they are the wealthiest, the most active and physically fit group among all
generations. The baby boom is regarded as the shock wave and a difference between the young
people and are tended to suffer from midlife crisis. They are known for good taste for apparels,
food and other facilities and are criticized for high level of consumerism. They can be identified
under the following theories of various topics.
Culture plays a very deep role in the actions and activities within society that will
influence the baby boomers to a greater extent. The ongoing culture on surroundings and
adoption of different practices has impacted the boomers groups in a very significant manner.
The local and international culture will lay an impact on operations and thus facilitates a good
rise in healthy relationship between their children's and parents. With the adoption of the modern
parenting practices, te parents under the Baby boomer categories will look after the upbringing
of their childrens accordingly with the associated mindset. They will provide the liberty to their
child to perform but will keep a close eye on their activities and lifestyle.
According to culture theory, baby boomers got struck between care for their dependent
children's and responsibilities towards their older parents (East and et.al., 2016). This situation
has arisen due to delays in childbirth due to cultural influence and ongoing trends and increase in
medical facilities leading to prolonging the life expectancy of elder people in a social group or
setting. With the passage of time and increase in financial requirements, the baby boomers
1

parents and their adult children's are required to effectively handle the household’s chores and
cost sharing.
On the social level, they fall under the elite class which means they are habitual in using
luxurious and high end products and services. This led them and their children's mindset
accordingly to financial and social status.
However, parents under the category of baby boomers have to look after the effective
management of their children in order to provide them with proper insight about financial
freedom they can get when they will leave the dependency on their parents. In addition, the
tendency to use luxury items and behaviour, their expectations increases to a higher extent and
thus the baby boomers are forced to have delayed, longed and costly retirements due to their
kids. The eliteness and luxury provided by their parents to the kids will make them habitual and
dependent on them. This may lead to their loss of focus and turn the kids into financial loads. To
prevent such conditions, baby boomer parents have to make a simple and effective parenting
strategy.
The baby boomer parents must teach their kids to be financially supportive either about
savings or by reducing expenses to earn and make money to maintain their requirements. This
will prevent the kids from becoming a financial burden on their parents (Solomon and et.al.,
2014.).
Besides this, the baby boomer parents have to look after the proper motivation for their
kids in order to motivate them for a good handling of the operations and thus facilitate their
moving out from home to get financial support.
There will be some repercussions and restrictions that will be placed by parents over their
children in order to make them financially viable. The need of achievement according to the
McCelland will be the biggest motivational factor for the kids of generation X to reduce their
dependency on baby boomers and get a good exposure to financial processes. On the initial
stage, they may be susceptible to face failures but at the back end, support from their parents will
encourage them to make decisions and reduce their chances to be a financial load over the baby
boomers. The self initialisation of the children' s with the support of their parents to earn money
will encourage them to bear their expenses by on their own efforts. This will reduce the
burdening on thir parents and will make them self relaiable.
2

b) Based on the topics chosen for your answer above, what are some specific marketing
implications you can identify?
Various marketing or promoting implications can be taken in effective thought process
will help in significant growth in effective assessment of operations that will help in rise in
effectiveness of financial activities that are taken into consideration by the baby boomers parents.
On the cultural level, they can look after the adoption of the latest trends related to
cultural benefits of the baby boomer’s parenting and encouraging them to take suitable steps to
have a financial stability (Schütte and Ciarlante, 2016). Other than this, nowadays the generation
to prefer to be self-sustainable and be less dependent on their parents for the fulfilment of their
requirements.
Apart from this, social stability must be taken into consideration by the baby boomers as
it will help in good rise in capability of an organisation to meet operations and capabilities in a
very effective way. To promote the practices related to their social status will help the parents
and the kids to plan their expenses accordingly.
Other than this, motivation within kids and their baby boomer parents to have a financial
stability and considerations will help in the improvement of kid's perception towards money and
thus will prevent them to be a monetary load over their parents. It will motivate them to have the
money of their own to fulfil their personal expenses (Horner and Swarbrooke, 2016).
These factors will help in improving the performance of the cited organisation to a
greater extent and will help in bringing financial stability for baby boomer parents.
CONCLUSION
It can be concluded that the behaviour of a customer like baby boomer parents have to be
managed effectively in order to improve their viability and gain a good control over their
financial draining by the kids. The assessment of cultural, social and motivational factors will
help both parents and their Generation X children's to have proper planning of financial
resources and thus will help in effective increase in capabilities for meeting their requirements in
better way.
3

REFERENCES
Books and Journals
Biswas, A. and Roy, M., 2015. Green products: an exploratory study on the consumer behaviour
in emerging economies of the East. Journal of Cleaner Production, 87, pp.463-468.
East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Solomon, M.R.and et.al., 2014. Consumer behavior: Buying, having, and being (Vol. 10).
Pearson.
4