Consumer Groups
Punjabi 1
Chandini Punjabi
Professor Gene Dichiara
Consumer Groups: Generation X
Integrated Marketing Communications
October 30, 2012.
Not too old, Nor too young
Consumer groups has always been an important issue in the understanding of consumer behavior. Studies of these Groups go from demographics to psychographics analyzing their attitudes, feelings, their ways of thinking and behavior about products, marketing of a brand, etc. So far we have a wide variety of consumer groups and I chose Generation X for this project, to emphasize and target my research to consumers of that group.
Generation X is the generation born after the Western post–World War II baby boom and according to demographic and psychographic studies people of this Generation X group were born in the 1960’s and early 1980’s and they should be around 30 and 50 years old in the present year. Generation X, also known as Gen X, involves friends, family and event my parents, so it makes this research even more interesting for me.
Origin of the Name
The term “Generation X” was created by a Magnum photographer named Robert Capa in the early 1950s when he used that name as a title for a photo-essay about a young both men and women growing up right after the WWII. That project first appeared in the UK in “Picture Post” and in the U.S. in “Holiday” (1953). After that it was popularized in Canada by an author called Douglas Coupland in one of his novel “Generation X: Tales for an Accelerated Culture.” (1991) referring to young adults lifestyle during the late 1980s. This helped popularized the term Generation X; in the U.S. some people known this group as the “baby bust” generation following the baby boomers. There was a drop in birth rate in America in the late 1050s
Punjabi 2
creating approximately 88.5 million Gen Xers in the U.S, according to demographers William Strauss and Neil Howe.
Chandini Punjabi
Professor Gene Dichiara
Consumer Groups: Generation X
Integrated Marketing Communications
October 30, 2012.
Not too old, Nor too young
Consumer groups has always been an important issue in the understanding of consumer behavior. Studies of these Groups go from demographics to psychographics analyzing their attitudes, feelings, their ways of thinking and behavior about products, marketing of a brand, etc. So far we have a wide variety of consumer groups and I chose Generation X for this project, to emphasize and target my research to consumers of that group.
Generation X is the generation born after the Western post–World War II baby boom and according to demographic and psychographic studies people of this Generation X group were born in the 1960’s and early 1980’s and they should be around 30 and 50 years old in the present year. Generation X, also known as Gen X, involves friends, family and event my parents, so it makes this research even more interesting for me.
Origin of the Name
The term “Generation X” was created by a Magnum photographer named Robert Capa in the early 1950s when he used that name as a title for a photo-essay about a young both men and women growing up right after the WWII. That project first appeared in the UK in “Picture Post” and in the U.S. in “Holiday” (1953). After that it was popularized in Canada by an author called Douglas Coupland in one of his novel “Generation X: Tales for an Accelerated Culture.” (1991) referring to young adults lifestyle during the late 1980s. This helped popularized the term Generation X; in the U.S. some people known this group as the “baby bust” generation following the baby boomers. There was a drop in birth rate in America in the late 1050s
Punjabi 2
creating approximately 88.5 million Gen Xers in the U.S, according to demographers William Strauss and Neil Howe.
Cited: “Generation X.” (n.d.) Retrieved October 29,2012 from Wikipedia Web Site: http://en.wikipedia.org/wiki/Generation_X “Examining Generation X: Stats, Demographics, Segments, Prediction.” (March 1, 2012). Retrieved October 29, 2012 from Sparxoo Web Site: http://sparxoo.com/2010/03/01/examining-generation-x-stats-demographics- segments-predictions/ “Demographic Profile America’s Gen X.” (2009). Retrieved October 31, 2012 from MetLife Web Site: https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-gen-x-demographic-profile.pdf “Marketing Psychographics – Talkin Bout My Generation.” (2010). Retrieved October 31,2012 from GreenBuzz Agency Web Site: http://www.greenbuzzagency.com/marketing-demographics-talkin-bout-my-generation/