Köpbeteende på mogna konsumentmarknader
? En studie av generationerna Y samt 55 plus
Consumer behaviourGeneration YGeneration 55 plusMarket communicationSegmentationGeneration cohorts.KöpbeteendeGeneration YGeneration 55 plusMarknadskommunikationSegmenteringGenerations kohorter.
A segmented market, according to traditional methods, appears increasingly difficult in mature consumer markets. A common explanation is that the mature markets are often characterised by over-supply which results in a great variety of choices for the consumer. Furthermore, the consumer of today has a more complex and flexible purchase behaviour which is difficult to catch. This makes consumer segmentation difficult. International studies indicate that dividing consumers into generation cohorts might be advantageous in understanding consumers of today. For actors in the marketplace it is important to know their target groups to be able to attract them. The purpose of the present study is to describe and compare the generations, Generation Y (1978-1994) and 55 plus (1938-1953), with a starting point in a basic model of the purchase process and purchase behaviour. A secondary purpose of the study is to give some normative recommendations.The empirical part of the study focuses on the Swedish consumer market. The study is constructed by a combined design of methods. The initial part is qualitative and contains 16 in-depth interviews. After completing the interviews, a literature review was carried out. The last part of the empricial data collection is quantitative and based on a survey.The study shows differences in abilities and procedures to handle great information quantities and to avoid ?information overload?. The two generations show different purchase behaviour in many respects, driven by different needs. Generation Y is more driven by social risk and social influence than the 55 plus cohort. Generation Y is tempted by the ?right? brands, that are socially accepted and considered ?hot?. The younger generation endeavours to buy at the lowest price and therefore they have in general a low and often false loyalty vis-à-vis the stores. 55 plus, however, have in common a high and true loyalty vis-à-vis the stores. These older consumers are attracted by, and to great extent use, stores and employees which are regarded as competent and service-minded. In conclusion, generation Y could to a high degree be considered as emotional when choosing products but rational in their choice of distribution channel. 55 plus, on the other hand, is more rational when choosing products but emotional in their choice of distribution channel.Based on these result, we propose that the two generation cohorts should be approached in different ways, thus questioning a standardised mass marketing approach. Moreover, the study indicates that traditional marketing methods should be questioned and more focus should be given to emerging communication channels, for instance Internet-based communication channels, brand ambassadors and product placement.Keywords: Consumer behaviour, Generation Y, Generation 55 plus, Market communication, Segmentation, generation cohorts.Instructor: Ph D Anders Parment