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Introduction 3
Objective of Study 3
Literature Review 4
Definition Of Gen X 6
Characteristics of GEN X 7
Research Methodology 11
Data Analysis 12
Findings 24
Limitations of Study 25
Reference 25
Questionnaire 26 - 27
Buying Behavior is the decision processes and acts of people involved in buying and
using products. This behavior is not same for all people. It differs according to different
attributes of people. If we see behavior of specially generations, according to their age,
we find a lot of difference between them because of the difference in the era, they had
different environment which changed their buying behavior.
GEN X consists of people who were born from 1965 to 1980. They were born in just
post- independence age, which made different attitude among themselves. So, as a
marketer there is a need to study is their any variations between buying behavior of Gen
X and the current generations. And what are the factors they prefer while making a
buying decision.
In this study an effort has been made to know the brand preferences and buying behavior
by taking two products, toothpaste and two – wheeler. Based on the findings, marketing
implications have been suggested.
Objective of Study
The term "Generation X" worked its way into popular vernacular after the release of
Douglas Coupland's 1991 novel, Generation X: Tales for an Accelerated Culture, about
three twenty somethings who are underemployed, overeducated, and unpredictable. Other
nicknames have emerged, such as the more neutral "13ers" (which indicates the 13th
generation since the pilgrims landed at Plymouth Rock). However, most of the other
markers have negative overtones, such as "slackers," "latch-key generation," "MTV
generation," and "baby busters." Many members of this generation reject these labels for
they not only stigmatize and stereotype, but also reinforce the negative behavior they
describe.
In his research over brands over Gen X, ‘Has Gen X fallen through the cracks’ Vivian
Manning Schaffel mentions that, Generation X has always been problematic. Skeptical
and saddled with recessions, the members of this age group never really had a chance to
embrace shameless consumerism like Gen Y. The recession of the early 90s produced a
job market so dismal that college grads were forced to take menial jobs to support
themselves and pay back heavy student loan debt. Five years ago, it seemed that
Generation X (which we will define as born between 1965 and 1980) had finally caught a
break. The dot-com boon and thriving economy of the late 90s created a prosperous
climate, finally giving Gen X'ers a reason to feel that they might be able to achieve or
surpass the financial status of their parents.
Social ills like the rise in teen suicide, widespread homelessness, proliferating toxic
waste, violent crime, the AIDS epidemic, and a "down-sizing" workforce, coupled with
fundamental changes in social structures like the family, caused by rising divorce rates
and working parents, have been the realities of the world as Generation X has come of
age. Like younger generations, many Xers resent their parental generation—the baby
boomers—for leaving them to repair or endure a society on the brink of collapse.
Lack of fear, however, is not enough to manage America's social problems, and many
baby boomers voice concern that most members of Generation X evince distaste for
politics and public affairs. The trust of all Americans in their government has reached
increasingly low levels in the 1990s, as members of Generation X have come of age
politically.
Because they view politics as a hostile and corrupt environment, Xers have tended to be
disgusted by political machinations, and thus often disengaged. Political apathy among
young people is not a new phenomenon; personal challenges such as education, careers,
and relationships often consume their time and energy, leaving little left over for political
affairs. Furthermore, political scientists report that, historically, levels of public
participation increase with age. However, Xers have never experienced political
innocence and have lived within a negative climate of politics their entire lives. This
climate has caused many to turn their backs on political involvement, in turn causing a
potentially devastating problem in terms of Xers' future civic and political responsibility.
Dr. Laura Portolese Dias has done a project over "Generational Buying Behaviors"
and she has tried to explore and justify the buying behavior of same generation people.
She has clearly stated that, ‘Why are people from the same generation so similar in their
shopping motivations and habits? Gen X'ers gifts will be more likely to come from a
discount store than an upscale retailer. On the other hand, the best age group to get a
present from this year is the Baby Boomer generation since, as Portolese Dias, a
Researcher says, "They have never been through hard times really and have always spent
their money freely."
There is a fine line separating too many brands from too few. If companies are lazy with
the brand shears they end up with the marketing confusion and poor economies of brand
exemplified by General Motors and its overgrown brand architecture. In contrast, if firms
are too conservative with brand creation and acquisition, they end up with the risk-averse
culture and limited market penetration illustrated by Kodak.
The secret is to be somewhere in the middle. The fewer the brands, the better, but you
have to make sure there are enough to target all the valuable segments in the market. So it
is always interesting when a savvy company such as Hyatt decides to create a new brand.
The hotel operator recently launched a hotel chain named Andaz. Personally, I would
have followed in GE Life's footsteps and named the brand 'Tonight'. Alas, this time the
Indians have triumphed: the name means 'personal style' in Hindustani.
As part of her research, Dr. Portolese Dias compared Matures ('50s Rock & Roll,
September 11th); Older Baby Boomers (hippie movement, '50s Rock & Roll); Younger
Baby Boomers (increase in divorce rates, both parents working); Generation X (Dot Com
Boom and Bust, parents, divorce); and, Generation Y (Dot Com Boom and Bust, parents,
divorce).
GENERATION X DEFINITION:
Throughout the twentieth century, American historians and social commentators have
placed labels on various generations in an effort to capture their characteristic spirit.
Generation X—roughly defined as the more than 79 million people born between 1961
and 1981—has been characterized by the media as lazy, laconic, and unfocused, but in
the eyes of many, the pejorative label represents propaganda rather than reality. For those
outside this generation, the X stands for some unknown variable, implying young adults
searching aimlessly for an identity. Many members of Generation X think otherwise,
CHARACTERISTICS OF GENERATION X
1. Importance of relationships
Perhaps it is due to their lives which are highly structured by technology
and the hectic lifestyle of their parents which reduce quality time with the
family. Thus they have to look elsewhere for meaningful, fulfilling
relationships.
2. Starved for love
Since they are constantly in contact with technological devices such as
computers and TV, they crave for human affection . The desire to be loved
adds to their longing to have a certain sense of identity amidst a radically
changing society.
3. Individualism
Even as early as the 1930s, "individualism" had become a popular phrase. A
sense of unique identity is extremely important to them and they strive to
be different in as many ways as possible.
4. Diverse
With their liberal attitudes and eagerness to be loved, racial differences
are of little importance to them. They are united despite coming from
backgrounds, by a common outlook towards life.
5. Self-sufficient
Due to competitiveness of this era, the youths ultimately realize the
significance of independence and rely less on others to survive. Lack of
trust could also be a factor here. After the entire working world is called a
'rat-race' today implying a selfish pursuit of material gains.
RESEARCH METHODOLOGY
To study the buying behavior and brand preference of Gen X, two products have been
taken, one is toothpaste and another one is two – wheeler bike.
Sample – Sample Size have been taken 50. It was a Convenience Sampling. Sample has
been taken from Siva Siva Sivani Institute of Management, and the local market, Prajay
Apartments.
Method of Data Collection - Data was collected by primary method. Two different
Close Ended Questionnaire which consist of 8 questions each. After filling the
questionnaire response have been analyzed and interpreted on graphical representations.
Statistical Tools Used- To interpret the finings, Bar Graph, Pie- Chart have been used.
To study the buying behavior and brand preference of Gen X, we have taken two
products, one is Toothpaste and another one is Two- Wheeler.
So, Lets see first buying behavior while making a purchase decision making over
toothpaste.
Percentage of
Response No Of Respondents Respondents
Close - Up 15 30
Pepsodent 9 18
Any Other 2 4
class size
4%
30% Close - Up
Pepsodent
48% Colgate
18% Any Other
By this analysis we can see that the most preferred brand is Colgate, as 48% of people
use it personally and after it Close- up has highest share as 30%
22
Brand Loyalty 11
14
Advertisement 7
44
Quality 22
8
Price 4
12
Availability 6
By analysis of this data we can see most of people (44%) are affected by Quality fact of
the toothpaste, and after it they consider loyalty as it is also a result of the quality and
price has very low percentage (8%), which shows that people don’t think much about
price while buying toothpaste.
Q.3 Can you switch to other brands if same quality and quantity available in low
price?
Percentage of
Response No Of Respondents Respondents
Yes 15 30
No 35 70
15, 30%
Yes
No
35, 70%
By interpretation of this data we can come to this conclusion, that people are not willing
to switch over other brands also (70%), as we have already seen the brand loyalty fact of
the generation, and very few people, 30% can consider for switching the brand if same is
available for low price.
Q.4. While buying a toothpaste, do you prefer particular brand of a company name
also or only by company name?
(a) I buy a particular brand name of a company, as Close- Up Calcium, Colgate salt.
(b) I just see the name of company as, Close- Up, Pepsodent.
Percentage of
Response No of Respondents Respondents
Brand Name 12 24
Company Name 38 76
24%
Brand Name
Company Name
76%
By interpreting the above data, we can see that 76% of people don’t see any particular
brand of a company, as just see the company name, as Close Up, Colgate, very few go on
variety, as Colgate Salt, or Close up Calcium.
Percentage of
Response No Of Respondent Respondents
0
Strongly Agree 0
22
Agree 11
24
Moderate 12
54
Disagree 27
0
Strongly Disagree 0
Strongly Agree
0% 22%
Agree
Moderate
54%
24% Disagree
Strongly Disagree
In this chart it is clearly depicted that a majority (54%) strongly disagree the price factor
while buying the toothpaste. A few (22%) only consider the price factor while buying.
No Of Percentage of
Response Respondents Respondents
Strongly Agree 0 0
Agree 23 46
Moderate 7 14
Disagree 18 36
Strongly Disagree 2 4
4%0%
Strongly Agree
36% 46% Agree
Moderate
Disagree
Strongly Disagree
14%
By interpretation of this data, we can see that a majority (46%) is agreeing that they use
particular toothpaste because other family member uses it. Again (36%) disagree with the
statement that they use it because of other family member use it. So here we see mix
response over here. It can be concluded that in case of buying toothpaste, Gen X people
have their own choices.
Response
Percentage of Respondents
Brand No. of respondents
52%
Hero Honda 26
38%
Bajaj 19
4%
TVS 2
6%
Yamaha 3
%age.of respondents
4% 6%
hero honda 26
bajaj
52% tvs
38%
yamaha
Q. 2. While purchasing a bike, do you see company name only, or you see the model
name also?
(a) I see only the Company name, as Hero Honda, Bajaj
(b) I see the model also, as Splendor, Discover.
company name 31 62
model 19 38
38%
company name
model
62%
By this chart we can interpret that a majority (62%) of people don’t consider much on
model name they just believe in brand name while buying a bike.
1. Price
2. Brand name
3. Durability
4. Speed
5. Comfort
no. of respondents
price
8% 4% 2% brand name
10% 40% durability
mileage
14% speed
22% comfort
look
In this chart we can see that there is a mix up of response, as 40% people prefer price
factor, first then they look for brand name, (22%) and we can see that very les (2%) go
for look and speed (4%). And durability is also an important factor while making a
purchase decision.
Q.4. While making a purchase decision that does you refers while buying a bike?
(a) Friends
(b) Mechanic
(c) Family
(d) Sales person
8%
14% friends
44% mechanic
family
By analyzing this chart we can see that most of people (44%) refer friends while looking
for information and making a purchase decision and also some people (34%) refer
mechanic for making a purchase decision, and all others prefer family & sales person.
Q.5. While buying a bike, which source you look for information?
(a) Newspapers
(b) TV Ads.
(c) Auto Magazines
(d) Internet
8% newspapers
12%
42%
tv ads.
auto magazines
38% internet
In this chart we see a majority of people (42%) look for newspapers for information over
a bike, as another (38%) consider TV Ads for information over bikes. If we look at the
Auto Magazines, we see a low response (12%). So, it can be interpreted that this X
Generation, don’t have much interest in bikes and all, therefore they don’t go for very
deep information, while buying.
• By analysis of this all data, we can see that Toothpaste is a low- involvement
brand for the generation X.
• A majority of people (44%) see quality aspect of toothpaste and 22% are brand
loyal which is also result of quality factor of toothpaste.
• Gen X is brand loyal for toothpaste, as 70% people are not ready to change the
brand if same quality and quantity is available in competitive price.
• People don’t see much the special brand name of toothpaste, only 24% people see
the brand name (Colgate Salt, Close Up Calcium) of any toothpaste, they just see
the name, as Close Up, Colgate and buy it.
• When asked about decision making, as do you use particular toothpaste, because
other family members use it, we get a mix answer. As 46% agree that yes they use
it because other family member use it and 36% say that no, they have own choice,
so we get a mix response, in conclusion we can say that they have freedom to
make their own choices.
• In Bike Section we can see that price (40%) a factor while buying a bike,
followed by Brand name (22%) and durability (14%) for buying a bike.
• While looking for the information, we can see that they newspaper then followed
by TV Ads
• Friends (44%) are good source for them to influence their buying decisions as
followed by Mechanic (34%).
• A majority (62%) don’t consider much on the model name (Splendor, Discover)
of bike, as only (38%) consider for model name. so we can depict that Gen X
believe in the name of Company name and they are loyal to the company.
By this study we can implicate the findings in following stages. As we saw that
toothpaste is a low- involvement product for Gen X, so to increase the sales,
companies should use these tools.
• Repeated Advertising
• Memorable brand name
• Point-of-purchase (POP) display in store
• Putting brand at end of shelf position in store
LIMITATIONS
Although all measures have been taken to keep the results authentic, but it has certain
limitations.
• This study is done on the basis of convenience sampling.
• This study is limited to quantitative data, as it close ended questions were only
asked, so much more factors could have influence on buying behavior
REFERENCES
3. Can you switch to other brands if same quality and quantity available in low price?
(a) Yes
(b) No
2. While buying a bike do you prefer only company name or special model also?
(a) I buy a particular model, Splendor, Pulsar.
(b) I just see the company name, as Hero Honda, Bajaj