The multi-generation

Abstract

PurposeThe aim of this research is to advance the understanding of multi-channel behaviour in terms of different generational cohorts' usage and spending patterns.Design/methodology/approachBuilding on previous studies on multi-channel behaviour, differences in shopping channel usage and purchase amounts were investigated between baby boomers, Gen X, xennials and millennials.FindingsThere were significant differences found between the generations in terms of multi-channel behaviour regarding purchasing frequency and average purchase amounts via a) mobile phone, b) tablet, c) computer, d) social media and e) brick-and-mortar. Fewer differences were found amongst the generational cohorts in terms of amount spent per channel.Research limitations/implicationsThe research was successful in analysing variances in multi-channel behaviour amongst the baby boomer, Generation X, xennial and millennial cohorts, while updating the body of literature to consider generational channel usage of mobile and social media in multi-channel retailing.Practical implicationsMarketers should consider xennials’ channel behaviour and focus on converting sales through integrated programmes based on their channel usage. Retailers should also consider millennials' heavy engagement with social media in their lives but spend lower amounts via the medium, which may be an opportunity to use this medium as a viable stand-alone channel in targeting millennials' shopping dollars.Originality/valueThis study updates the body of research on multi-channel behaviour by considering generation as a factor in channel usage and spend amount.

Perception of Sharia Banks Comparison Between Baby Boomers Generations and Millennial Generations

“…They often look for discounts before deciding to buy a product. When viewed in terms of revenue and assets, the millennial generation has far less income and assets than the baby boomers generation (Dorie & Loranger, 2020). This difference in behavior underlies the suspicion of this study that there are differences in perceptions between the baby boomers and the millennial generations of Islamic banks.…”

“…Unlike the baby boomers generation who seem consumptive, the millennial generation is a generation that is very familiar with technology and depends on social media (Aikat, 2019) (Dorie & Loranger, 2020). This causes the mindset and perspective of this generation to be easily influenced by information spread on social media.…”

“…The two groups of this generation have different characters in buying (Dorie & Loranger, 2020). The baby boomer generation lived between 1946 and 1964 (Parment, 2013), while the millennial generation is people who lived after the baby boomer generation, namely between 1981and 1994(Aikat, 2019.…”

“…In contrast, the millennial generation is a generation inhabited by humans who have faced a great recession, tend to be less fortunate than their parents (Dorie & Loranger, 2020). The millennial generation also ranges to income.…”

65 Yaş Ve Üstü Erkek Tüketi̇ci̇leri̇n Covid-19 Dönemi̇nde Online Alişveri̇ş Eği̇li̇mleri̇ni̇ Beli̇rleyen Ni̇tel Bi̇r Araştirma

“…Yaşlı tüketici grubunun araştırıldığı çalışmaların bazılarında 55 yaş ve üstü, yaşlı grubun içinde kabul edilirken, çoğunlukla yaşlılık sınırı olarak 65 ve üzeri olarak ele alınan çalışmalar da bulunmaktadır. Literatürde bu kuşağın çevrimiçi alışveriş eğilimlerini araştıran birçok çalışma mevcuttur (Dorie ve Loranger, 2020;Jaller ve Pahwa, 2020;Saphores ve Xu, 2020;Sanny ve Gerardo, 2020;Rudansky-Kloppers ve Strydom, 2020;Schehl vd., 2019;Seifert vd., 2018;Dhanapal vd., 2015;Egeln, 2015;van Deursen ve Helsper, 2015;Vroman vd., 2015;Forgas vd., 2012;Lim vd., 2011;Dabhade, 2008;Iyer ve Eastman, 2006). Dorie ve Loranger (2020) çalışmanın sonucunda, Bebek Patlaması kuşağının farklı mecralardan (akıllı telefon, tablet, kişisel bilgisayar ve sosyal medya) en az sıklıkla alışveriş yaptıkları, geleneksel mağazalardan X kuşağıyla birlikte diğer kuşaklara göre en fazla alışveriş yaptıkları belirlenmiştir.…”