Consumer Behavior in Purchasing Terms

RUNNING HEAD: CONSUMER BEHAVIOUR 0
Consumer Behavior

CONSUMER BEHAVIOUR 1
This essay will be going to give a theoretical knowledge about consumer behavior in
purchasing terms. Various demographic trends affect the purchasing power of the consumer.
This essay will reflect about the purchasing power of the consumer in Gym, Pay TV, Eating
in restaurants which are affected by the demographic trends such as Present longer life span
of senior citizen, the baby boomers generation approaching retirement but with money to
spend, generation X with a growing family household and a huge mortgage.
In today’s competitive world, various problems are arising for the customers in deciding their
purchase and comparing the substitutes. Due to the increase in the competition, there is a
difficulty arising for the consumer to decide what to purchase, which will give them
satisfaction in terms of money and energy (Solomon, 2012). This paper will emphasis on the
details of consumer buying behaviour.
To identify the purchasing behavior of the customers, various target markets has been set in
which various trends are affecting the purchasing needs of consumer. These target market
include fitness, restaurant, and the Pay TV industry (Young, 2010). In the below paragraphs
there is the explanation in reference to various trends.
First Demographic Trend such as a life of senior citizen provides less revenue benefit to the
gym, restaurant, and PayTV industry. In the case of the fitness Industry, fitness and exercise
are much good for the longevity of life. Approx. 75 minutes of vigorous exercise per week
yielded approximately 3.4 extra years to one’s life (WHO, 2019). The life span of the senior
citizen has been increased by the fitness industry. However, those citizens who are not able to
focus on their fitness have a less longitivity life span as compared to fitness conscious people.
In the case of Pay TV, this generation has less interest if it is compared with other ones.
When they were at a young age they were not having the facility of Pay TV. Because of this,
this group of people does not have much interest in watching the series on NETFLIX,

CONSUMER BEHAVIOUR 2
PRESTO, and STAN. In the case of the restaurants, it has been observed that this group of
people are very much conscious about their health and does not prefer to visit a restaurant.
Second Demographic Trend is baby boomers who are providing less than average revenue
benefit to the fitness, restaurant, and PayTV industry. These are those people who are older
than 65 and become more racially and ethnically diverse (Wuthnow, 2010). In the case of
fitness, they are not having much income and they had responsibilities of the family. So due
to this, they could not able to invest their money in the fitness industry. So most people of
this group have no. of diseases, as they do not focus much on fitness. In the case of Pay TV,
this generation partially divides. Some are interested in watching the series on paid site as
they are capable of affording it whereas, some are not. Hence, the Pay TV industry was
having average growth. Similarly, these peoples were least interested in visiting the restaurant
as they have to consider their health and wealth factor. Only those people who have the desire
to visit the restaurant and can afford it and prefer restaurant (Fry, 2016).
Third Demographic Trend is of generation X, their growing families and a huge mortgage
provides average revenue benefit to the fitness, restaurant, and PayTV industry. These are the
people whose birth years ranging from the early-to-mid 1960s to the early 1980s (McNichols,
2010). In the fitness industry, the people were having more money but because of the family
responsibilities and huge mortgage, they are not able to focus on the fitness industry. They
were not very health conscious as they have limited money and family responsibility which
does not allow them to maintain health. Although they want to live a healthy life they do not
want to spend much amount on fitness. Therefore, they invest less in the fitness industry. In
the Pay TV industry, it had been observed that this generation is interested in watching series,
as most of them are fond of it. However, those people who are more concentrated in spending
their money on their family necessities are least interested in such type of series. Hence, they
are not a much beneficial group for Pay TV. This age group prefer restaurant meals and like