Gender positioning of discount stores: key considerations in appealing to the baby busters generation
| DOI | https://doi.org/10.1108/10610429710179499 |
| Date | 01 October 1997 |
| Pages | 325-335 |
| Published date | 01 October 1997 |
| Author | Robert J. Williams,Keith Absher,James J. Hoffman |
| Subject Matter | Marketing |
A key marketing issue that many firms are currently facing is how to best
market their products and services to the generation of consumers known as
the “baby busters.” Although in recent years marketing researchers have
been somewhat obsessed with the buying patterns of the baby busters
generation, they have had difficulty characterizing this segment of the
population. The label, baby buster, has been pinned on this group because its
members were born after the birthrate began to decline in the early 1960s.
Specifically, the baby busters refer to those individuals born between 1965
and 1978 (Levine, 1994), and comprise the second largest and best educated
group of young adults in the USA (Freeman, 1995). The baby busters
represent about 46 million people, or about 19 percent of the US population
(Levine, 1994).
Some researchers have referred to this generation as “yiffies” (young
individualistic freedom-minded few), “the brash pack,” the “NIKEs” (no-
income kids with education), “the indifferent generation,” and “the invisible
generation” (Cooperman, 1995; Freeman, 1995; Giobbie, 1994; Harrington,
1995; Hollreiser, 1995; Lipsky and Adams, 1994; Mahar, 1994; Malkin,
1994; Marney, 1994; Pruzan, 1994). The variety of names used to describe
this group reflects the high level of diversity in attitudes and behaviors
present among group members.
In order to gain additional insight into how best to market products to the
baby buster generation, this study examines the potential effectiveness of
discount stores using dual-gender positioning (using both male-directed and
female-directed marketing appeals) in marketing to members of the baby
busters generation. It is hoped that results from this study will shed light on
the potential feasibility of dual-gender market positioning of products and
services to members of this emerging group.
Background
The baby busters generation
There are several contradictions in the literature concerning the
characteristics of the baby busters. Some of the research suggests that
members of this group have no work ethic, while other findings suggest that
they have a higher work ethic than older generations (Aley, 1994; Finner,
1994). Similar contradictions exist with respect to their spending patterns.
Some have portrayed baby busters as free-spending and materialistic. In
contrast, a study by the Equitable Life Insurance Co. found that 74 percent
of baby busters polled are trying to save for their financial futures
(Friedman, 1994).
Gender positioning of discount
stores: key considerations in
appealing to the baby busters
generation
Robert J. Williams, Keith Absher and James J. Hoffman
An executive summary
for managers and
executives can be found
at the end of this article
JOURNAL OF PRODUCT & BRAND MANAGEMENT, VOL. 6 NO. 5, 1997 pp. 325-335 © MCB UNIVERSITY PRESS, 1061-0421 325
Baby buster
generations
Dual-gender
positioning
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