Gender to 7Ps

A. Correlation 55% (66 respondents) of the respondents are female compare to 45% are male (54
respondents). At significant level P 0.05. Compared to female, all correlations are positive and it is
significant either at .01 or .05. Thus, females more strongly agree that a significant relationship exists
between product and place (r = .588), product and price (r = .446), product and promotion (r = .574),
place and price (r = .423), place and promotion (r = .510), and price and promotion (r = .447). An overall
of study shows that the correlation between four factors of marketing mix is either between weak
positive correlation and moderate positive correlation (.250 - .500) or moderate positive correlation and
strong positive correlation (.500 - .750).

VI. CONCLUSION Both groups (male and female) have agreed that all marketing mix factors are
important. This can be referred to the mean score is greater than 2.5 out of 5.0. However, the mean
score for all factors of marketing mix on female is much higher if compared to male. Another similarity
between male and female confirms that there is a significant positive relationship exists between
product and place, product and price, place and price, place and promotion, and price and promotion.
The difference perception only found on correlation between product and promotion. Only male sample
shows that product and promotion have a significant positive impact on marketing mix compared to
female sample. However, both groups have proved that place and price have no impact on marketing
mix. Finally, the study of model shows that it is not a good-fit model for both groups. This can be
referred to GFI, AGFI, NFI, RFI, IFI, TLI and CFI were less than 0.90, which can be considered as not a
good-fit model.

http://www.ipedr.com/vol1/21-B00040.pdf

Age to 7Ps

Based on our theoretical introduction and the insights derived from the five articles of this special issue,
we conclude by proposing a research agenda for generational marketing driven by two dimensions:
studies dedicated to one specific generation vs. several generations, and static studies vs. longitudinal
studies (Table 2). First, since ‘each generation has unique expectations, experiences, generational
history, lifestyles, values, and demographics’ (Williams & Page, 2011, p. 1), marketing research should
aim to improve understanding of the consumption behavior of each generation, particularly in terms of
the consequences of purchasing behavior. For example, generations Y and Z are often described as
being very difficult to retain because they need constant change. In the same vein, baby boomers have
now acquired a great deal of experience; this suggests that they may be more difficult to attract and
satisfy. Word-of-mouth should be more effective with the hyper-connected generation Y, despite their
complex loyalty behavior. A better understanding of each generation’ satisfaction and loyalty behavior is
therefore paramount. Similarly, how can we generate nostalgia in each generation, and at what point
does it become desirable to play on nostalgia? In addition, even if the members of the same generation
have experienced the same events, Mannheim (1952) suggests that they may interpret them in different
ways, so that generations are not homogenous. This means that future studies should focus on
establishing typologies of consumers in each generation and highlight the main differences that
characterize each cohort.

Second, from a longitudinal perspective, further research could study generations over time and their
relationship with consumption. Indeed, it can be assumed that life events influence consumption over
time in terms of product categories, product quality, and brands. Better understanding of these
evolutions would provide useful insights for both researchers and managers. Furthermore, it may be
thought that experiencing a major economic crisis or unemployment period, for example, will influence
a generation’s values (Noble & Schewe, 2003), and thus its consumption behavior. Since the notion of
generation describes groups of people who have experienced similar historical, social, cultural, political,
and economic events (Mannheim, 1952), it would be interesting to link significant events witnessed by a
given generation to its behavior. Third, it seems important to compare and identify differences between
generations (Ryder, 1965). For instance, Carpenter, Moore, Doherty, and Alexander (2012) reveal that
the youngest generations are more open to other cultures than the older generations. Reisenwitz and
Iyer (2009) show that Generation Y is more likely to use Internet than Generation X; equally interested
in volunteerism and work; but less loyal to brands and less risk averse. Jackson et al. (2011) identify no
differences in hedonic and utilitarian shopping values by generation but some generational differences
in attitude toward locational convenience and entertainment features. To extend these analyses, several
aspects should be studied in particular. In terms of communication, how do generations deal with digital
marketing? Do they react to the same channels? In terms of shopping behavior, do generations react to
store atmospherics in the same way? How do different generations manage the interplay between
online and offline shopping? In terms of product categories, do all generations have the same attitude
towards eco-friendly products? How do the generations perceive the sharing economy? Fourth,
research on marketing and generations should compare different generations over time. Since they
have experienced different events during their youth, two generations are assumed to react to identical
facts in different ways. For example, do generations Y and Z have the same perception of old age? Does
this perception evolve in the same way over time? Moreover, whilst the notion of transmission between
generations has already been studied in the literature (Curasi, Price, & Arnould, 2004), the transmission
processes have not been compared. However, we can assume that the transmission between baby
boomers and generation X is different from the transmission between generation X and generation Y.
Further research could thus identify these differences. We believe that all these questions, together
with the insights provided by the articles in this special issue, will not only help advance our knowledge
of generational marketing but also generate new studies on the topic.

Williams, K. C., & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in
Business, 3(3), 1–17.

Mannheim, K. (1952). The problem of generations. In K. Mannheim (Ed.), Essays on the sociology of
knowledge (pp. 276–322). London: Routledge and Kegal Paul

Ryder, N. (1965). The cohort as a concept in the study of social change. American Sociological Review,
30, 843–861.
Carpenter, J., Moore, M., Doherty, A. M., & Alexander, N. (2012). Acculturation to the global consumer
culture: A generational cohort comparison. Journal of Strategic Marketing, 20, 411–423.

Reisenwitz, T. H., & Iyer, R. (2009). Differences in generation X and generation Y: Implications for the
organization and marketers. Marketing Management Journal, 19, 91–103.

Jackson, V., Stoel, L., & Brantley, A. (2011). Mall attributes and shopping value: Differences by gender
and generational cohort. Journal of Retailing and Consumer Services, 18(1), 1–9.

Curasi, C. F., Price, L. L., & Arnould, E. J. (2004). How individuals’ cherished possessions become families’
inalienable wealth. Journal of Consumer Research, 31, 609–622.

Income and Education

Effect of Demographic Factors on

Consumer Behavior: Age, sex, Income and
Education
July 19, 2017 By Abhijeet PratapFiled Under: Consumer Behavior

Effect of Demographic Factors on Consumer Behavior

Consumer behavior can be affected by several factors. It can be different from person to
person based on his age, income, sex, education and marital status. You can easily
notice the difference between the buying decisions and consumer behavior of two
different people from different economic groups. A person with high level income makes
big ticket purchases whereas one from lower economic strata makes small ticket
purchases. These factors are evident at the surface. However, there are several factors
affecting buying decisions and consumer behavior. Some of these differences are easily
noticeable whereas the others might be a little difficult to observe.

This article focuses on four important demographic factors and the effect they have on
consumer behavior. These factors are age, sex, education and income. Consumer
behavior is affected as these factors change. You can observe a change in the
consumer behavior of someone who has grown richer or more educated.
Age:

Age is an important demographic factor that affects consumer behavior. As people

grow, their needs change. Similar changes come to their buying decision making
patterns. With age, our health needs change and so do many other needs. Age brings
changes to people’s lifestyle and with it their needs and personal values are also
affected. When people are young, they spend more on their lifestyle needs from fun and
movies to fashion. As they grow older, their expenses on these things shrink. Elderly
people mostly remain indoor, however, their health related expenses may rise. In this
way, age becomes one of the fundamental demographic factors affecting consumer
behavior and buying decisions.

Age does not just affect buying behavior, it is also an important factor affecting market
segmentation and marketing strategy. Marketers segment their target market on the
basis of age. There are several products that are marketed only to the millenials.
Similarly, there are products meant for the elderly and which meet the needs of people
past their middle ages. Lifestyle gadgets and magazines are mostly marketed to the
youth or the millennial generation. Since, the taste of this generation is vastly different
and they are more digitally inclined, this affects not just the choice of marketing strategy
but also the marketing channels used to market to them.

People’s choice of brands and products start changing as they grow older. A young
man’s choices can be vastly different from the elderly since age brings changes that
affect our flavor. An older person may have more serious choices and will be less fun
loving than when he was young. Chocolates are meant for kids and young people. Their
consumption among the elderly is much lower. Age determines several things and
when we retire our consumption patterns also change according to the change in
income. Elderly people are less digitally inclined and therefore their consumption of
digital products can also be lower.
Sex:

Between male and female sexes, several things are different and these differences also
affect their buying choices. The two sexes have different needs in terms of fashion and
lifestyle. So, their consumer behavior in these two areas can be vastly different. It is
mainly the difference in needs that lead to differing choices. However, there are several
areas where consumption patterns can be similar too like in terms of food and fun. The
same movies and same fast food brand may appeal to both the sexes. The same is true
about technological gadgets too. However, there are still several products in the market
which are meant for either of the sexes not each. Decision making patterns may also
vary between the two sexes. The homemakers are less likely to be involved in impulse
buying. So many advertisements that you daily come across are directed at either of
the sexes. From beer adverts to the grooming products, the same adverts do not appeal
to both the sexes. In most of the households, it is the women that influence most of the
product choices.

Income:

Income is a very important factor that affects the buying decisions and consumer
behavior of people. Across different income levels, the difference in product choices
and buying patterns can easily be marked. A person in the middle class makes his
buying decisions based on utility. However, someone from the upper class would want
style, design and special features while making a purchase. The channels for the
marketing of luxury items are different from those for the ordinary ones. Luxury items
are mostly marketed through luxury magazines. The level of income determines what
kind of products someone regularly purchases. A buyer with higher disposable income
will spend more on luxury or lifestyle items. People with higher disposable income also
spend more on vacations and tours. Customer service and after sales support also
become important factors when it comes to big ticket purchases.

Education:

Education affects how people view things around them. It affects the level of discretion
they employ while making purchases. In this era, education has also become the
determinant of social class and the easiest method to climb up in the society. The more
educated a person is, the higher the level of discretion he will employ in making
purchases. People’s preferences can change with education. Every customer is well
informed in this era. However, the more educated ones take more time before deciding
a purchase. Education affects a number of things including the fashion you wear and
the programs you watch. It affects even your choice of stationary and the magazines
you are reading. It is why same ads do not work with all customers. Highly educated
customers look for information and do not rely on ads alone. They question the
information served before them. If observed carefully, education’s effect can easily be
seen on consumer behavior. An educated customer would weigh his options carefully
before going for a purchase.

https://www.cheshnotes.com/2017/07/effect-of-demographic-factors-on-consumer-behavior-age-sex-
income-and-education/