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| Author: | Yelkur, R. |
| Title: | A comparison of buyer behavior characteristics of U.S. and French Generation X |
| Journal: | Journal of Euromarketing
2002 : VOL. 12:1, p. 5-17 |
| Index terms: | Consumer behaviour France Europe USA |
| Language: | eng |
| Abstract: | As the world moves toward a global market, there are mixed views on whether there is a convergence in consumption patterns. Lifestyles are converging in the industrialized world and similar demographic changes are taking place in the triad countries. The effects of reduced birthrates or the baby bust that followed the post-war baby boom was an international phenomenon. The baby busters are popularly referred to as Generation X. This paper compares Generation X consumers in the U.S. and France on their buyer behaviour characteristics such as importance of brand names, propensity to purchase new products, and price consciousness. Analysis of variance results indicate that Generation X in the two countries differ significantly on major buyer behaviour characteristics. |
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