A Study on Buying Behavior and Brand Preferences of GEN X

Roll Nos. : M2 04 M2 14 M2 24 M2 34 M2 44 M2 54
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GEN X -- Characteristics
Importance to Relationships Individualism Diverse Self-sufficient Work and social life Angst Commitment-wary

Risk-takers Unique style of communicating and learning

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Objectives Of Study
To know the buying behavior of Gen X To know the brand preference of Gen X To know the involvement level of Gen X while making a purchase decision

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Research Methodology
Descriptive Study Convenience Sampling Quantitative Analysis Primary source of data

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Buying Behavior related to Two Wheelers

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Which brand you prefer while buying?

%age.of respondents

4% 6%

hero honda 26 bajaj 52% tvs yamaha

38%

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While purchasing a bike, do you see company name only, or you see the model name also?

38% 62%

company name model

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Which factor you consider most while buying a bike?

no. of respondents

price 8% 10% 4% 2% 40% brand name durability mileage 14% 22% speed comfort look

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While making a purchase decision whom do you refer while buying a bike?

14%

8% 44%

friends mechanic family sales person

34%

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While buying a bike, which source you look for information?

12%

8% 42%

newspapers tv ads. auto magazines internet

38%

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Are you influenced by Celebrity Endorsement, while buying a bike

28% Yes No 72%

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FINDINGS
In Bike Section we can see that price (40%) a factor while buying a bike, followed by Brand name (22%) and durability (14%) for buying a bike. While looking for the information, we can see that they prefer newspaper then followed by TV Ads Friends (44%) are good source for them to influence their buying decisions as followed by Mechanic (34%).

A majority (62%) dont consider much on the model name (Splendor, Discover) of bike, as only (38%) consider for model name. so we can depict that Gen X believe in the name of Company name and they are loyal to the company.
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Which brand do you use?

class size

4%

30%

48% 18%

Close - Up Pepsodent Colgate Any Other

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Which factor you consider most while buying?

class size

12% 8%

22%

Brand Loyalty Advertisement Quality Price Availability

14% 44%

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Price is an important factor while buying toothpaste.

class size

0% 54%

22%

Strongly Agree Agree Moderate Disagree Strongly Disagree

24%

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Will you switch another brand if same quality and quantity available in competitive price?

Response (in %)

30% Yes No 70%

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Before buying a toothpaste, you see a company name or brand name also?
class size

24% Brand Name Company Name 76%

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I use a particular toothpaste because my other family member use it?

4% 0% 36% 46%

Strongly Agree Agree Moderate Disagree

14%

Strongly Disagree

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FINDINGS
By analysis of this all data, we can see that Toothpaste is a lowinvolvement brand for the generation X. A majority of people (44%) see quality aspect of toothpaste and (22%) are brand loyal which is also result of quality factor of toothpaste. Gen X is brand loyal for toothpaste, as 70% people are not ready to change the brand if same quality and quantity is available in competitive price. People dont see much the special brand name of toothpaste, only 24% people see the brand name (Colgate Salt, Close Up Calcium) of any toothpaste, they just see the name, as Close Up, Colgate and buy it. When asked about decision making, as do you use particular toothpaste, because other family members use it, we get a mix answer. As 46% agree that yes they use it because other family member use it and 36% say that no, they have own choice, so we get a mix response, in conclusion we can say that they have freedom to make their own choices.
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Implications
Repeated Advertising Memorable brand name Point-of-purchase (POP) display in store

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Limitations
This study is done on the basis of convenience sampling. This study is limited to quantitative data, as it close ended questions were only asked, so much more factors could have influence on buying behavior

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REFERENCES
Generation buying behaviors, Dr. Laura Portolese Dias, Argosy University, Seattle. Cross Cultural Marketing Challenge, Smitha Sambrani Has Gen X fallen through the cracks, Vivian Manning Schaffel

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