Changes in value of the Generation 50 plus and the effects on retail marketing

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
  • 1.1 Problem Statement
  • 1.2 Way of discussion
• 2 Analysis of the target group
  • 2.1 Demographic Development
    • 2.1.1 Population
    • 2.1.2 Age Structure
  • 2.2 The Grey Market
    • 2.2.1 Classical image of the seniors
    • 2.2.2 Modern view of the seniors
  • 2.3 The Generation 50 plus
    • 2.3.1 Household Situation
    • 2.3.2 Educational Level
    • 2.3.3 Financial Situation
    • 2.3.4 Segmentation
• 3 Values of the Generation 50plus
  • 3.1 Maslow's hierarchy of needs
  • 3.2 Definition of Value
  • 3.3 Change of Values
  • 3.4 Life Styles
    • 3.4.1 Health and Sports
    • 3.4.2 Family and Relationship
    • 3.4.3 Traveling
• 4 Market Potential
  • 4.1 Purchasing Power
  • 4.2 Expenditure Behavior
  • 4.3 Age-related Changes
    • 4.3.1 Physical Changes and Consequences
    • 4.3.2 Psychological and Social Changes
  • 4.4 Consumer Needs
    • 4.4.1 Quality
    • 4.4.2 Price Consciousness
    • 4.4.3 Brand Loyalty
    • 4.4.4 Convenience
    • 4.4.5 Advice
    • 4.4.6 Services
• 5 Marketing Mix of the Retail Branch
  • 5.1 Assortment
    • 5.1.1 Product
    • 5.1.2 Range of Goods
    • 5.1.3 Service
  • 5.2 Store Design
    • 5.2.1 Safety and Convenience
    • 5.2.2 Clearness and Accessibility
    • 5.2.3 Readability of Information
  • 5.3 Promotion
    • 5.3.1 Copy Strategy
    • 5.3.2 Communication
    • 5.3.3 Advertising
    • 5.3.4 Media Selection
    • 5.3.5 Sales Promotion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The main objective of this diploma thesis is to examine the changing values of the Generation 50 plus and their impact on retail marketing strategies. It aims to understand the specific needs and preferences of this demographic group and how they influence purchasing behavior.

• Demographic trends and the aging population
• Values and lifestyle changes in the Generation 50 plus
• Market potential and purchasing power of the Generation 50 plus
• Specific consumer needs and preferences
• Adapting the marketing mix to effectively reach the Generation 50 plus

Zusammenfassung der Kapitel (Chapter Summaries)

The first chapter introduces the problem statement and outlines the research approach. It explores the rising importance of the Generation 50 plus in the retail market. Chapter two delves into a demographic analysis of the target group, examining population trends, age structure, and the evolving image of seniors. The chapter concludes with a discussion on the characteristics, needs, and segmentation of the Generation 50 plus.

Chapter three focuses on the changing values of the Generation 50 plus, analyzing Maslow's hierarchy of needs and how it applies to this age group. It explores the concept of value and how values have shifted over time, as well as the emerging life styles and preferences of this demographic.

Chapter four examines the market potential of the Generation 50 plus. It explores their purchasing power, expenditure behavior, and the specific age-related changes that influence their consumer needs. This chapter delves into specific consumer needs, such as quality, price consciousness, brand loyalty, convenience, and the importance of advice and services.

Chapter five focuses on adapting the marketing mix of retail companies to effectively reach the Generation 50 plus. It examines different aspects of the marketing mix, such as product assortment, store design, and promotion strategies. It explores how retailers can tailor their offerings to meet the specific needs and preferences of this demographic.

Schlüsselwörter (Keywords)

The thesis focuses on the Generation 50 plus, their values, and the implications for retail marketing. Key themes include demographic trends, consumer behavior, market potential, purchasing power, age-related changes, and the marketing mix. The work explores specific consumer needs, such as quality, price consciousness, brand loyalty, and convenience, and discusses how retailers can adapt their marketing strategies to effectively target this important demographic.