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Literature Review: Shopping Preferences Amongst Generations X, Y, and Baby Boomers.

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CHAPTER II

LITERATURE REVIEW

The purpose of this literature review was to determine shopping preferences among three different generations: Baby Boomers, Generation X, and Generation Y. Shopping preferences, store atmosphere, and store services were all examined.
Shopping Preferences Among Generations Shaped by experiences during their formative years, individuals develop generational mindsets that are thought to be major factors in consumer decisions (Wuest, Welkey, Mogab, & Nicols, 2008). Each generation prefers different shopping experiences based on personal and past experiences. Recognizing similarities and differences in generations is basic to understanding consumer preferences and behaviors (Wuest, Welkey, Mogab, & Nicols, 2008).
Baby Boomers
The US Census Bureau (as cited in Wuest, Welkey, Mogab, & Nicols, 2008) states that baby boomers are individuals born between 1946 and 1964. According to Fishman, Juggling demands of careers, children, parents, and their own aging, Boomers strive to reduce stress with products and services that make their lives easier and more convenient
Generation X According to Heathfield, (as cited in Wuest, Welkey, Mogab, & Nicols, 2008), generation X is comprised of people born between 1965 and 1976. Generation X, are portrayed as cautious shoppers, heavy Internet users, and have a lack of brand loyalty. Fishman, (as cited in Wuest, Welkey, Mogab, & Nicols, 2008), states that Generation X demands an honest, straightforward approach; no other generation is as market savvy.
Generation Y Generation Y consists of those born between 1977 and 1994. According to Dart, (as cited in Wuest, Welkey, Mogab, & Nicols, 2008), generation Y spends more freely than Generation X and shows more interest in fashion and style. According to the article, Gen Y and the Future, Generation Y already accounts…...

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