“Understanding Generational Dynamics: Influences on Consumer Behavior” A Summary
The environmental factors and climate behavior have a huge impact on customer and its study allow you to market your product smartly. The first thing to discuss is demographic information. It is the study of a group of people based on different factors including their life span, gender, ethnic origin, etc. Demographic information also contains socioeconomic information like education, marriage, job, etc. (Investopedia, 2022.) The behavior of the generational cohort refers to the attitude of a group of people born in certain cities and have similar behavior due to shared values. Generational differences and gaps exist and every incident affects each age group differently. An incident has a greater impact in our formative age as compared to our adult age. Hence, due to different impacts we shape our opinions, we act differently and as a result, each generation has its customs and beliefs. The generational cohorts in current times are Baby Boomers, Generation X, Generation Y, and Generation Z. (Service, 2022)
Culture has an impact on the opinion of every person. But it is necessary to understand that people from the different age group in the same area has different culture. In different ages, technology has evolved and with the evolvement of technology trends in sports have also changed. As a result, people of different ages like different sports because of having different cultures. For Example, Baby Boomers are an old generation and hence more concerned about their physical fitness. They have more interest in gym wear and tracksuits for jogging, evening walks, and light exercises. Generation X has spent time in peace and they have taken interest in extreme physical sports like cricket, football, and hockey. Generation Y is in the age group in which they are currently pursuing sports. Generation Z has seen the emergence of video games but still they are interested in physical sports. In their time, schools also focused on sports, and hence they have more exposure to sports like badminton, volleyball, table tennis, cricket, and football. Hence, baby boomers are more interested in comfortable trousers and joggers in sportswear, and Generation X and Generation Y are interested in professional athletic wear. While Generation Z is adopting sports as fashion and is interested in athleisure. As we have discussed earlier, each generation has its own culture. Similarly, they follow different people and the hero of one generation doesn’t need to be as famous in another generation. Hence, fashion sense is different among different generations. Baby Boomers check the quality of the fabric, and its authenticity while Generation X demands good fabric, attractive colors, and comfortable stitching. (Word Stream, 2022.) They spend most on formal dresses as they are at the most senior time of their professional time right now. Generation Y and Generation Z have watched movies, models, and the fashion industry They mostly demand unique design and don’t bother about the quality of stuff. When you discuss the behavior of different generations in buying athletic sportswear then you will notice that baby boomers at the age where they are not interested in athletic sportswear. Generation X spent on athletic wear to pursue fitness, trying to outrun their physical fatigue but they need discounts and incentives. Generation Y is serious about athletic wear and they have professional behavior in this scenario. Generation Z is more into athleisure, a kind of athletic sportswear with good fashion design and gloomy colors.
Social media is very common these days. Baby boomers don’t use social media and they are reluctant in adapting the technology. While Generation X has adopted social media and searches for most of their products online and especially using the website. Generation Y and Generation Z are addicted to online shopping through Instagram pages and Facebook ads. They just study reviews to check the quality of the product. Brand marketing in the right direction influences purchases behavior for each generation. We have to understand the emotions of the customers, The preferred type of promotion material targets culture, demographics, region, and generational behavior. These 5 promotion materials have some effect on every generation but you must understand that the values, beliefs, heroes, and customs are different for every generation. (Ugarte, 2021)