Consumer Behavior

This article discusses the debate between age differences and generational effects in marketing strategy. It explores how age influences consumer behavior and the importance of targeting specific age groups. The article also highlights the impact of generational effects on consumer preferences and buying decisions. References are provided for further reading.

Consumer Behavior
Student’s Name:
Student’s ID:

1
Table of Contents
Pros: Age Differences are fundamentally more important than Generational Effects................................2
Cons: Generational Effects are fundamentally more important than Age Differences................................3
References...................................................................................................................................................5

2
Pros: Age Differences are fundamentally more important than Generational Effects
One of most debated problems in marketing strategy which target particular age groups is the
change of the consumer’s behaviors over time. Some of the marketers argues that age differences
are vital and the demands and needs of a 20 years old individual in 2019 are not different from
the 20 years old individual in 1980. Many other marketers argues that generational effects are
important and that the marketing strategy need to be suitable in accordance to the times. My
position will be in favor of the discussion that age differences are fundamentally more important
than generational effects.
The current markets have experiences some basic changes in the lifestyle of the customers and
the description of family. These changes has suggested that individuals are and could shift to
various products irrespective of their age. As for example, at present a huge number of aging
baby boomers does not think that they are leading towards middle age and so they represent the
developing market for age defeating goods. It is absolutely true with other age groups also as the
massive development in last few decades in technology, income and medicines has redefined the
meaning of age as just a number to most of the people (Galan Ladero, Galera Casquet & Singh,
2015). In the current marketing strategy, the marketing of goods and services are made to fit
various age groups by different advertising and positioning. Some of the significant examples are
the marketing and advertising of cruise lines to the adults which encompass different locations
and various range of activities that was previously considered for the youth markets.
On the contrary, the delay in bearing and rearing of child by some of the generations has made
the marketers to remarket and attract these groups as these activities were once considered for
the empty nesters and the middle aged people. Some of the generations has taken decisions to
travel all over the world before settle down with the children and mortgages (Harris et al., 2016).
All these changes has led to huge amounts of opportunities in marketing for the people as well as
for the enterprising organizations. The marketing of one perspective of age more than the
physical perception of age has become a new and exciting area for the marketers.
The behavior of the consumer have several factors which might change according to change in
several aspects. The age difference is also one factor which change the behavior of the customer
(Lambert-Pandraud et al., 2017). In accordance to the age the demand of the consumers for the

3
specific might change. As for instance, a 20 years boy might prefer to purchase a sporty and fast
car or a sporty looking bike to be trendy with his friends. But at the same time, his father who is
40 years olds might prefer a good and comfortable car which might be suitable for his
personality and age.
Age differences plays a vital role while choosing products from the market where there are
hundreds of brands of products, thousands of clothes brands and several food brands. A child
will select the best products either by perceiving them or with the help of the elders. The age
groups of teenagers considers to take opinions from their group of people of which they are part
of or by perceiving beneficiary offers (San-Martín, Prodanova & Jiménez, 2015). The age groups
of adult people considers to prefer the loyal brands and selecting the particular brands of their
preferences.
Older people those who perceive limited time horizons give more attention on feelings while
buying any products, balancing the emotional state more than the product knowledge which are
connected with acquisitions of new product information. Lack of willingness to analyze various
brands of products and physical weakness makes the consumers of this age groups to take
decisions very quickly regarding the choice of products (Schade et al., 2016). So it can be said
that age differences are vital factor in marketing while discussing about the consumer behavior.
It is always interesting to note the consumer behavior be it a 20 year boy or a 40 years old man.
The consumer behavior is influenced by age differences as it determines the type of behavior in a
person.
Cons: Generational Effects are fundamentally more important than Age Differences
Generational effects are more significant than age differences. Individuals still consider life as
part of group and experience the uniqueness of life through the experiences of generational
effects and connect with others within similar groups. Marketing to the generational effects
covers the capability of the marketers to take advantage of the experiences, emotions, trends, and
fashions which had lasting impressions on the generations (Boardman & McCormick, 2018).
Technology have developed considerably in the past few years and have influenced the
consequent generations about their potentials and expectations which the marketers market to the
generations to recognize with their experiences. Individuals of a particular generation look for

4
the information for their buying decisions from the influencers in their own generations (Xiao,
Chen & Sun, 2015). The marketers need to recognize these influencers and modify the messages
which can impact their review for the goods and gain preference through them.
As for example, if a 20 years old of current time is compared with same age 40 years ago, it is
evident that both marketing decisions will be different and influenced by various aspects. The
needs of the various age groups changes with times. Like 40 years ago, the 20 years old
individual would have influenced more the opinions of friends and family than the present time.
The 20 years old individual 40 years ago would have bought things for going outdoors whereas
nowadays a 20 years old individual will purchase computer, mobiles and various software
gadgets with their savings (Yoon & Occeña, 2015). The marketers has completely different
methods for attracting people from various age groups in comparison to past generations.
Currently internet is one of source of marketing that does not exist few decades back.

5
References
Boardman, R., & McCormick, H., 2018. Shopping channel preference and usage motivations:
Exploring differences amongst a 50-year age span. Journal of Fashion Marketing and
Management: An International Journal, 22(2), pp.270-284.
Galan Ladero, M. M., Galera Casquet, C., & Singh. 2015. Understanding factors influencing
consumer attitudes toward cause‐related marketing. International Journal of Nonprofit and
Voluntary Sector Marketing, 20(1), pp.52-70.
Harris, M., Cox, K. C., Musgrove, C. F., & Ernstberger, K. W., 2016. Consumer preferences for
banking technologies by age groups. International Journal of Bank Marketing, 34(4), pp.587-
602.
Lambert-Pandraud, R., Laurent, G., Mullet, E., & Yoon, C., 2017. Impact of age on brand
awareness sets: a turning point in consumers’ early 60s. Marketing Letters, 28(2), pp.205-218.
San-Martín, S., Prodanova, J., & Jiménez, N., 2015. The impact of age in the generation of
satisfaction and WOM in mobile shopping. Journal of Retailing and Consumer Services, 23,
pp.1-8.
Schade, M., Hegner, S., Horstmann, F., & Brinkmann, N., 2016. The impact of attitude functions
on luxury brand consumption: An age-based group comparison. Journal of business
research, 69(1), pp.314-322.
Xiao, J. J., Chen, C., & Sun, L., 2015. Age differences in consumer financial
capability. International Journal of Consumer Studies, 39(4), pp.387-395.
Yoon, H. S., & Occeña, L. G., 2015. Influencing factors of trust in consumer-to-consumer
electronic commerce with gender and age. International Journal of Information
Management, 35(3), pp.352-363.