search query: @author Swinyard, W. R. / total: 6
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| Author: | Swinyard, W. R. Rinne, H. J. |
| Title: | The six shopping worlds of baby boomers |
| Journal: | Business Horizons
1994 : SEP-OCT, VOL. 37:5, p. 64-69 |
| Index terms: | DEMOGRAPHY SEGMENTATION MARKET SURVEYS |
| Language: | eng |
| Abstract: | Baby boomers have dominated American culture for nearly five decades. Likened by demographers to a pig moving through a python, boomers account for one-third of Americans - 8.6 million of the 250 million U.S. residents. This study was conducted among 1,003 adult shoppers in six geographic markets saturated with discount stores. We sent 3,300 qestionnaires to probability sample of female shoppers, with the mailout divided equally among the cities. The questionnaire included measures of the importance of store attributes in choosing a discounter (22 attributes), respondent lifestyle measures (40 items) , store use patterns, and demographics. By the cutoff date, 1,003 responses had been received for a return rate of 30.4 percent. The 544 respondents who are baby boomers became the focus of the study. |
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