Baby boomers, which include those born between 1946-1964, are often dismissed by advertisers. Boomers are seen as being complacent with the items they already have and rarely make new purchases. While boomers may not be impulsive buyers they are heavy spenders. According to a 2013 survey performed by, Prosper Insight and Analytics, nearly fifty percent of internet user boomers purchased electronics and clothing after comparing prices online. This shows that they are conscious spenders, but spenders none-the-less. There are however, companies that understand the spending power of boomers. These companies spend nearly fifty percent of there advertising budget geared towards them. They understand that boomers have a disposable income that gives
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Ms.Sanders stated that if she received poor customer service she is less likely to make a purchase. Boomers see shopping as an experience and if that is experience is not a pleasant one they will go else where.
Patricia Sanders & Ossie Johnson: Spending Habits I had the pleasure of speaking with two Baby Boomers, Patricia Sanders and Ossie Johnson. Ms. Sanders and Ms. Johnson met while working together and have been friends for many years. Ms. Sanders is still currently working while Ms. Johnson is retired. Ms. Sanders, as mentioned before, prefers to find bargains on items prior to purchasing them. When asked why she likes to find a bargain she said, “ I’m a single mother, who also takes care of my father. If I can save extra money, why not?” According to gallup.com the average boomer spends $105 a day, outside of their normal bills. When this figure was presented to Ms.Sanders she laughed and said, “Who has that kind of money?” I presented this figure to Ms. Johnson as well and she agreed with the estimation. “ I may not spend that much everyday, but I can see how I could,” she said. According to gallup.com this estimation is based on the purchase of gas, dining, in store and online …show more content…
Specifically boomers are loyal when purchasing grocery store items and expensive items i.e. cars and electronics. I chose three items from Ms. Sanders and Ms. Johnson’s house to see how loyal they were to those brands. Starting with Ms.Sanders I showed her a Kellogs box of cereal, an iPad and a Yankee candle. I asked her if she was able to find something similar for a slightly cheaper price would she purchase that item instead. Two out of the three items she said she would purchase something similar. The iPad was the one item she was not willing to depart with. “I really enjoy apple products and I don’t think there is anything similar,” she said. With Ms.Johnson I showed her an Ann Taylor dress, a bottle of Kendall Jackson chardonnay and her Dell computer. Ms. Johnson said that if she was able to find similar products at a cheaper price she still would not purchase them. “ If I can find the same item cheaper somewhere else then I will purchase it at another store. But I like these items and will stick with them,” she said. Both women show a spectrum of brand loyalty. Boomers are still considered the most brand loyal group in America. Boomers connect with a brand differently than other groups in America. If something is wrong with a product they will contact the company directly to resolve the issue. If they have a pleasant experience with customer service they have no problem
Ms.Sanders stated that if she received poor customer service she is less likely to make a purchase. Boomers see shopping as an experience and if that is experience is not a pleasant one they will go else where.
Patricia Sanders & Ossie Johnson: Spending Habits I had the pleasure of speaking with two Baby Boomers, Patricia Sanders and Ossie Johnson. Ms. Sanders and Ms. Johnson met while working together and have been friends for many years. Ms. Sanders is still currently working while Ms. Johnson is retired. Ms. Sanders, as mentioned before, prefers to find bargains on items prior to purchasing them. When asked why she likes to find a bargain she said, “ I’m a single mother, who also takes care of my father. If I can save extra money, why not?” According to gallup.com the average boomer spends $105 a day, outside of their normal bills. When this figure was presented to Ms.Sanders she laughed and said, “Who has that kind of money?” I presented this figure to Ms. Johnson as well and she agreed with the estimation. “ I may not spend that much everyday, but I can see how I could,” she said. According to gallup.com this estimation is based on the purchase of gas, dining, in store and online …show more content…
Specifically boomers are loyal when purchasing grocery store items and expensive items i.e. cars and electronics. I chose three items from Ms. Sanders and Ms. Johnson’s house to see how loyal they were to those brands. Starting with Ms.Sanders I showed her a Kellogs box of cereal, an iPad and a Yankee candle. I asked her if she was able to find something similar for a slightly cheaper price would she purchase that item instead. Two out of the three items she said she would purchase something similar. The iPad was the one item she was not willing to depart with. “I really enjoy apple products and I don’t think there is anything similar,” she said. With Ms.Johnson I showed her an Ann Taylor dress, a bottle of Kendall Jackson chardonnay and her Dell computer. Ms. Johnson said that if she was able to find similar products at a cheaper price she still would not purchase them. “ If I can find the same item cheaper somewhere else then I will purchase it at another store. But I like these items and will stick with them,” she said. Both women show a spectrum of brand loyalty. Boomers are still considered the most brand loyal group in America. Boomers connect with a brand differently than other groups in America. If something is wrong with a product they will contact the company directly to resolve the issue. If they have a pleasant experience with customer service they have no problem