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Cross-Cultural Consumer Behavior: an International Perspective in Consumer Behavior.

In: Business and Management

Submitted By ktremonte
Words 926
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“BABY BOOMER’S”
Kristoffer Tremonte
PSY/322
September 8, 2014
LARA STACHE * * * * * * * * * * * *

“Baby Boomers”
I am not in the marketing business, I am strictly a consumer. When we talk about selective perception of advertisements though, I could consider myself the poster child. I am really not aware of advertisements that focus on fifty year olds and older. Anyone born between 1946 and 1964 are today considered Baby Boomers (National Tour Association, 2002). So ads that are designed to attract anyone sixty eight and older are completely blocked from my perception. The surprising aspect of this is that after I had done some research I realized that as of April 2014 there are 84 Million Baby Boomers living in the United States (Lesonsky, 2011). By defining the needs, perceptions and attitudes of Baby Boomers marketing researchers can develop a better understanding of how to create appropriate messages for these millions of consumers.
Companies today understand the potential buying power of the Baby Boomer generation. One study provides a breakdown of the group into five categories: 1) The Strugglers (Little or no money for retirement.) 2) The Anxious (Able to save a little for retirement) 3) The Enthusiasts (Those who have enough to retire), 4) The Self Reliant (Those who have enough to retire but will continue to work), and 5) Today’s Traditionalists (Those who have money saved, will continue to work and will also rely on Social Security and Medicare) (National Tour Association, 2002). By recognizing these subgroups researchers are given a genuine insight of what the needs, perceptions and attitudes of the Baby Boomer subgroups. Across the board the need for facts is apparent because this generation has been around the block of few times and can recognize when a product is reliable, priced

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