A comparative study of the purchasing behaviours for motor vehicles between Baby Boomer and Generation Y consumers

This thesis represents an exploratory attempt at studying the purchasing behaviour of both the Baby Boomer and Generation Y cohorts in relation to the five stages of the consumer decision making (CDM) model. The purpose of this study is to (1) analyse and compare the attitudes and behaviours of both the Baby Boomer and Generation Y cohorts in their purchasing behaviour in high ticket purchases, and (2) examine in greater depth the information search stage of the CDM model adopted by these two mentioned cohorts in relation to the purchase of a motor vehicle. Interviewer-administered questionnaires were conducted and information was gathered from 50 respondents between the ages of 18-32 and 45-63. Results from the Independent samples T-test, One sample T-test and the Pearson correlation test found that both the Baby Boomer and Generation Y cohorts were equally involved in their search for information on motor vehicles, particularly searching for information on the Internet. Results from further tests also revealed that Generation Y is more likely to seek advice from friends and family members, and also recommending the same model of motor vehicle and/or brand to friends and family members. Additionally, findings showed that Generation Y consumers favoured brands more than the Baby Boomer consumers, particularly when choosing motor vehicle brands. Further findings revealed that the more involved the Baby Boomer and Generation Y cohorts positioned themselves towards the purchase of the motor vehicle, the more information they searched. Finally, findings from the study revealed that internal information search is initially used by both the Baby Boomer and Generation Y cohorts, however there needs to be more research carried out for the usage of external information in the consumer decision making process. Recommendations made to marketing practitioners within this thesis can be summarised as follows. Firstly, more information should be made readily available and easily accessible to the Baby Boomer and Generation Y cohorts through print and other forms of media such as the Internet, televisions and radios. Secondly, marketing practitioners should attract Baby Boomer and retain Generation Y consumers through loyalty programs and building communications based on the needs, wants and perceived relevance as depicted by these consumers. Accordingly, this will produce favourable word-of-mouth promotions and recommendations by Baby Boomer and Generation Y consumers.