Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing.

Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing.

Article de catégorie 3: Parment, A. (2013). Generation Y vs. baby boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of Retailing and Consumer Services, 20(2), 189- 199

Mots clés : Generational cohorts, generational marketing, market segmentation, Generation Y, Baby Boomers, consumer behavior, Purchase involvement, retail strategies 

  • Idée principale: Utilisation de la segmentation par “cohortes générationnnelles” pour déterminer les motivations et comportements d’achat d’une cible potentielle.

Développement :

La segmentation des marchés est utilisée depuis de longues années comme outil stratégique. Parvenir à former des segments de consommateurs ayant des liens forts et homogènes est essentiel. Lorsque de telles similitudes existent, les spécialistes du marketing peuvent proposer des gammes de produits, de services, de distribution et de communication adaptés à un plus grand nombre de clients potentiels, plus susceptibles de répondre de manière favorable à l’offre.

Se référer à l’âge de la cible était un moyen utile de créer des groupes, cependant il ne permet pas vraiment de comprendre les motivations du segment. À l’inverse, les événements vécus par la cible créent des valeurs qui restent relativement inchangées. De telles valeurs fournissent un lien commun pour ceux de ce groupe d’âge ou de cette “génération” ( / cohorte générationnelle).

Cette étude compare deux cohortes significatives: les Baby Boomers et la Generation Y. L’auteur met donc en perspective leur valeurs, leur motivations et leur comportements d’achat (nourriture, vêtements et automobiles).

Pour les trois types de produits, les Baby Boomers valorise l’expérience de détail et le service en magasin. Pour cette génération, plus rationnelle, le processus d’achat commence avec un détaillant, donnant des conseils avisés pour choisir le bon produit. Tandis que pour la génération Y, plus émotionnelle, informée et hyper-connectée, le processus d’achat prend une toute autre importance. Les social média sont alors un outil marketing de taille, influençant leur processus d’achat. Le rôle de la marque devient alors tout autre lorsque l’on s’adresse à ces deux générations: les Baby Boomers réclamaient la qualité avant toute chose. Tandis que pour la génération Y, l’image et le statut social impliqués importent tout autant.

Se référer aux évènements vécus par une génération serait un moyen efficace de communiquer de manière pertinente à une cible donnée. Le recourt au style de musique, aux égéries, permet aux générations de se reconnaitre dans le message véhiculé par la marque.

Conclusion :

L’auteur tire plusieurs conclusions:

  • Une même cohorte générationnelle (Exemple de la Génération Y) aura des valeurs, des attitudes et des préférences similaires, cependant il n’en sera pas de même pour cohorte différente (Exemple des Baby Boomers). Ces caractéristiques influent de manière particulièrement significative leurs habitudes d’achat.
  • Dans certains cas, la segmentation “par cohortes/par générations” peut être une technique très efficace: il s’agit du “marketing de la nostalgie”. Les consommateurs ont des exigences élevées: Ils ont souvent besoin d’une attention et de produits adaptés à leur mode de vie.
  • L’analyse générationnelle des cohortes peut être utile lors de la conception de campagnes de communication ainsi que lors d’interactions plus personnelles.
  •  L’analyse des cohortes aide à la prévention des changements.

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