Baby Boomers: A review of their automobile buying habits and the cars
Summary :
Table of Contents
- Introduction.
- Review of the literature.
- About Baby Boomers.
- Why some Boomers are reluctant to purchase new cars.
- The reasons Baby Boomers purchase automobiles.
- The types of cars Baby Boomers purchase.
- Boomers feeling 30 years younger.
- The Boomers living in the lap of luxury.
- Nostalgia for Baby Boomers.
- Conclusion.
Abstract
There are many markets that one could choose to target in the world today. America alone has the most diverse population, whether they are segmented by age, race, or generation. One of the most popular market segments happens to be the baby boom generation. This group makes up a very large market segment, and is becoming a popular target when it comes to automobiles these days. Over the past few years, baby boomers have been buying different types of cars, depending on their lifestyle, income and attitudes. This is simply because, "More than most other products, automobiles reflect the personality, status and consumer behavior of its owner and are strongly associated with particular lifestyles and age groups" (Menchin, 1989, p.167). Some have also remained out of the automobile market, and prefer to repair rather than replace their existing cars.
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