Exploring Cross-Generational Buying Behavior at a Time of Complex Change in the Retail Landscape [REPORT]

By Denise Dahlhoff and Sarah Wittenborn

The retail environment has seen great disruption from a combination of pervasive discounting, new entrants, the evolution of new technologies, and vastly changed consumer behavior. This has had an impact on consumer loyalty and made gaining share a significant challenge. Understanding specific consumer groups’ buying behaviors is more important than ever.

The NPD Group and the Wharton School’s Baker Retailing Center leveraged consumer buying data based on  receipts to examine the intersection of purchasing, life stage, and channels for Millennials, Generation  X, and Boomers in order to shine a light on buying behaviors unique to each generation — and those  that are common across these groups. What insight was most telling? It was this: While life stage drives  certain consistent behaviors among consumers, there are distinct purchasing differences within and  across generations

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