Marketing Research and Promotional Message

Marketing Research and Promotional Message

Introduction

Baby boomers form an important part of the American society. This group of people comprises of individuals who were born between 1946 and 1964. This group has been across various movements after the world war two including economic growth and prosperity, Civil rights movements: Women's Liberation, Black Civil Rights, Birth control pill, Cold War, Chicano Farm Workers Movement; Vietnam War; U.S. Space program, Stonewall Riots Cultural Transmission. Apart from these incidences, this generation has lived in nuclear families; they are strongly influenced by Core Values held by peer group and television. This generation has grown up with a sense that security is of immense importance. They highly emphasize on youth, health, personal gratification, and material wealth. The people belonging to this generation are generally optimistic, value peace and hope, and also believe that their generation has changed the world (www.uiowa.edu).

Consumer needs, perceptions, and attitudes

Baby boomers are an attractive market segment and have charge of more than 70% of the overall net worth of households in America, which accounts for approximately $7 trillion of overall wealth. This group owns 80% of the entire money in USA of money in loan associations and savings. Their purchase of cars is approximately 43% of the overall purchases of domestic cars, and approximately 48% of the overall luxury cars. They Purchase around 80% of the overall travel of luxury level, more than 25%

Of the overall toys sold, around 25% of the overall alcoholic beverages. They spend the most at the drugstores, and on personal and health care products as compared to all groups. They are less loyal to brands and spent the most on per person basis as compared to all groups. Purchase 37% of all over the counter medicine and 37% of all spa memberships. ...