1. 2014
Name# SYEDA TASNIM HOSSAIN
ID#132-1132-630
2/23/2014
IS CONSUMER BEHAVIOR MORE
A FUNCTION OF A PERSON’S AGE
OR GENERATION?

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Managers have to bring changes in his companies to fulfill the demands of its customers according to
their consumer’s taste, lifestyle and wants and to do that the companies have to understand the present
COHORT EFFECT of the marketing; people of the same age group as they tend to share the same sort of
experience, goals and values. The study of this information will help the marketers to make wiser
decisions for their products or services. For example Coca-Cola; it has changed its tagline many times to
attract people of different generation. In 1929 it was ‘the pause that refreshes’. In 1969 ‘It’s the real
thing’. 1n 1979 it changed to’ have a coke and smile.’
T he basic needs of people of an age are more or less the same but as different generation experience
different type of lifestyle; because of the running trend, fads, a country’s economic or political condition;
it forms different sort of want inside a person. E.g.-The great depression cohort has a tendency of saving
money as they have experienced the biggest economic drop but to bloomers it was different. They do not
like to save. They take loan and they spend. The generation gap between these cohorts is large and the
marketers have to use different techniques to reach them.
T he world is getting more advances day by day. In terms of technology we have walked a long way but
there are still many people who do not like to use these luxuries products. They still find difficulties to use
them or are not comfortable with it. There are many families in our country who do have blenders but still
use normal manual products to crush, They believe that this make the food more tastier. On-line
shopping is now a trend to many people. It’s easy, saves time and customers can get many options but
even then there are many consumers who travel long distances to buy their product, this is because they
are habituated to it. There are many more things that our older generation has been doing and they like it
that way. They like to use computers than laptops or smart phones. They prefer Microsoft word 2004
over 2010. They look for black and white television and long play. When we were kids we used to play with
dolls and normal video games but kids now play online. They have play station, Nintendo game cubes. With
generation
Consumer’s behavior depends both on a consumer’s age and generation. Age create a need in a
consumer’s life which he fulfills it with a product that people of his generation consumes so a marketer
have to keep these both in mind while marketing of his product.