The document outlines various generations and their consumer behaviors from the 'Greatest Generation' to Generation Alpha, emphasizing changing values and attitudes towards consumption. It highlights the rise of digital consumers, differentiating between segments such as 'digitally driven' and 'brand scouts', and the significant impact of social media and online reviews on purchasing decisions. Additionally, it provides insights into effective digital marketing strategies for engaging modern consumers.

1. Ms. Anubha Rastogi
Astt. Prof, Vidya School Of Business
2017-18
THE MODERN CONSUMER

2. GI Generation
1901-1926
» Govt. Issue / General Issue generation
» Children of WWI & Fighters in WW II
» Assertive, energetic people team players
and community minded
» Strong Personal Moral & Strong Civic
Duty
» Marriage is for life
» Strong Loyalty/Avoid debt
» Age of radio & Air Fight
» Greatest generation
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3. Mature/Silents
1927-1945
» Peace, Job, Suburbs, Television & Cars
» Richest most free spending retires in
history.
» Marriage is for life
» Avid researchers especially newspapers
» Big band/Swing music generation
» Discipline, Self Sacrificing & Cautious
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4. Baby Boomers
1946-1964
» Two categories
• Save the world revolutionaries of 60s & 70s
• Party hard career climber (yuppies) 70s & 80s
» The “ME” Generation
» Rock & Roll Music generation
» Self righteous & Self Centred
» Buy it now and use credit
» The first TV Generation
» The first Divorce generation
» Homosexual Acceptance
» Optimistic, Driven & Team Oriented
» Envision Technology as learning process
» Largest generation with max share in populationAnubha Rastogi | VSB

5. Generation X
1965-1980
» Latch key kids grew up smart but isolated
» Entrepreneurial & very Individualistic
» Gov. & Big Business means little to them
» Want to save neighborhood
» Feel Misunderstood
» Cynical/Skeptical
» Commit to self rather than organization
» Drugs/Aids/Late to marry & quick to divorce
» Wants what they want and want it now.
» Short on loyalty & wary of commitment
» Self absorbed, suspicious, cautious
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6. Generation Y
1981-2000
» Also called as “The Millennials”
» 9/11 generation and echo boomers
» Respect authority, optimistic & focused
» Falling crime rates and schedule everything
» Enormous academic pressure/ huge
expectations
» Digital literacy/Digital environment
» Team work and unlimited access to information
» Requires Special treatment
» Relaxed work environment with accolades
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7. Generation Z
After 2001
» Also called as BOOMLETS
» Two categories
• Tweens
• Toddlers
» Eco Fatigues
» KGOY ; kids growing old younger
» Savvy consumers, know what they want
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8. α Generation
After 2010
» Ability to transfer thoughts online in seconds
» Massive technological changes
» Transformative game changers
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10. • Digitally Driven Segment
• Calculated Shoppers
• Basic Digital Consumers
• Retail Scouts
• Brand Scouts
• Eternal Shoppers
The Modern Digital Consumer
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11. • Basic Digital Consumers: These are not highly digital users. They are
comfortable with Internet shopping and research, but they are not
mobile or social and have the second-highest likelihood of buying
offline.
• Retail Scouts: These consumers have short journeys and prefer retail
sites to brand sites. They use mobile, but are twice as likely to use it in
the home as out. They are comfortable buying online but did not
express a preference between online and offline.
• Brand Scouts: Brand Scouts are the spiritual partner to the Retail Scouts
except instead of having a favorite retailer, they have a favorite brand.
When asked, 72% said they start their journey with a brand in mind.
• Digitally Driven Segment: They use every digital tool at their disposal.
They use social and mobile more than any other segment in the study,
value convenience above all else and they do everything in their power
to avoid physically going to a store. The Digitally Driven exist in good
numbers already, but within five years this will be the dominant
segment of consumers.
• Calculated Shoppers: These shoppers seem to know they are going to
make a purchase, but they are deciding which brand to choose. They are
similar to the Digitally Driven Segment, but have no urgency to their
purchase and they’re willing to take the time to get the best deal.
• External Shoppers: These are non-mobile shoppers. They want the
answers to, “Should I buy?”, “What do I buy?” and “What brand do I
buy?”–all at the same time. These shoppers have no urgency to make a
purchase and they do their research on desktop and laptop computers.
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13. How Consumer Behavior Has Changed in the Digital Age
Online Reviews Impact 67% of Respondents’ Purchasing Decisions
• Implication: Don’t discount the power of a bad review in 2016; your potential
customers obviously don’t.
28% of All Online Activity is Spent on Social Networks
• Implication: Not only are more people using social networking sites in recent years,
they’re spending increasing amounts of time there. The social networking “bubble”
has not only not burst; it’s growing.
American Adults Now Spend 5.5 Hours a Day Viewing Video Content
• Implication: Your company will be significantly negatively impacted without a
mobile-friendly website, a social media presence or eCommerce capabilities. These
new watching habits should also alter the way you spend your ad dollars.
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14. Millennial Consumers Trust Their Peers Over Ads
• Implication:Millennials currently make up about 24% of the population, but
they purchase differently than generations before them. Social media plays
a huge role in how they hear about products and brands; they aren’t as
influenced by traditional advertisements as their parents and grandparents.
85% of Shopify Sales Generated by Social Media Happen on
Facebook
• Implication: Facebook is not only a viable option for targeting and
appealing to the customers who are ready to buy; it’s a great way to
showcase your products or services in a way that draws new prospects in.
Video content on Facebook, for instance, was one of the highest-
converting mediums for companies on the social network.
The End of Conspicuous Branding: Consumers Don’t Want to
Wear Their Favorite Brands Anymore
• Implication:Your style of branding has a huge impact on how consumers
perceive and remain loyal to your company. Flexibility in your branding is
vital to staying relevant as consumer opinions and tastes change.
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15. The Digital Ecosystem
Top Reasons for Digital Marketing
include:
• Brand Building and Differentiation
• Consumer Communication
• Understanding consumer satisfaction with
product
• Shop-ability or improving the ability of the
shopper to find and select products
• Gathering product or service innovation insights
• B2C sales relationships (brand to consumer)
• Services associated with products to drive
differentiation.
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16. Marketing in a Virtual World
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17. Models Explaining Short Visit Length
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18. Task Directed vs Experiential Online Behaviour
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19. Consumer Buying
Decision Process Model
Types of Online Behaviour
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20. Online Decision Making
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21. Database Marketing
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23. Marketing Strategies For The Digital World
• Start with people.
• Set the baseline - human centred strategy and design
• Back to the future - giving customers the content they crave
• Embrace your flaws and share your desire to improve
• Unify capabilities to maximise impact
• Never stand still. Don’t be afraid to try new things
• Understand and be where your customers are
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