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Generations living their own life: The differences in lifestyle and consumer behaviour between busters and baby boomers

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Abstract:

Although consumer markets are often segmented into generational groups, it is not always clear on which empirical grounds this segmentation is made. Therefore, the main aim of this survey investigation was to look for differences between so-called 'busters' and 'baby boomers' in lifestyle and consumer behaviour of 395 Belgian consumers. Factor analysis identified several meaningful lifestyle and buying behaviour factors. Furthermore, regression analysis showed that the lifestyle of the busters seemed very different from their older counterparts. Next, the relative importance of lifestyle and socio-economic characteristics was determined for each buying behaviour factor, with special attention to age differences. The busters seemed - more than the boomers - sensitive to prestige aspects and prone to impulsive buying. Baby boomers were - less than the busters - prone to compulsive buying behaviour. In general, age seemed a better predictor than gender or educational level. Although the data seem to point out that cohort-based segmentation is significant, the remaining data suggest that this segmentation needs to be completed with additional criteria.

Keywords: BABY BOOMERS; BUSTERS; BUYING BEHAVIOUR; LIFESTYLE

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539212X13286273975274

Publication date: March 1, 2012

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