GenX Shopping & Purchase Motivations
Delivered November 14, 2019. Contributor: Jennifer P.
Goals
To understand the key shopping and purchase motivations of GenX, with a focus on higher earning (income over and male members of the demographic
Early Findings
GenX Shopping & Purchase Motivations
- GenX consumers have an income that is higher-than-average, and spending power of $2.4 trillion.
- They also are highly motivated by freebies and coupons, which both generate purchases and long term brand loyalty.
- They’re also more open to unique and innovative ideas than some other generations.
- They spend more money on food and wine than any other generation, with their top values being quality, ability to customize choices, and overall satisfaction.
- They typically come from dual income households, and are buying food and beverages and household items for multiple household members and age groups.
- When on the path to purchase, Gen X are highly skeptical, and seek out honest and clear marketing messages.
- Nostalgia and sentimentality drive this segment, with products associated with the video games, candy, and hobbies of their youth being driving factors to purchase as well.
- Their top values when shopping and selecting brands are authenticity, responsibility, loyalty, honesty, equality, and success.
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