Generational Shifts in Consumer Behavior: A Qualitative Analysis of the 65+ Demographic
An ethnographic study exploring how digital transformation, economic volatility, and aging influence purchasing habits in the Baby Boomer cohort.
Executive Summary
This research utilizes semi-structured home interviews and field observations to construct a "Means-End Chain" analysis of Subject A, a 68-year-old male retiree. The study isolates the tension between deep-seated generational conditioning (frugality stemming from post-Depression era parents) and the disruptive convenience of modern digital tools.
The findings reveal a "Practicality Paradox": while the subject outwardly rejects modern trends and "gadgets," his behavior has been fundamentally reshaped by algorithmic convenience (Amazon) and AI-assisted decision making. The research highlights the shift from shopping as a social ritual (knowing the local grocer) to a purely transactional efficiency model.
Key Insights
- •The "Work Horse" Mentality: Purchasing decisions are driven by utility and durability rather than status. Brand loyalty is high but fragile - maintained only as long as quality (e.g., "Smithfield Bacon") remains consistent.
- •Technological Dissonance: The subject explicitly claims to dislike technology ("I don't wear a watch"), yet implicitly relies on it for high-frequency purchases, citing "point and click" ease as a primary driver.
- •Erosion of Social Commerce: A nostalgic longing for the "personal connection" of commerce in the 1970s has been replaced by a "get in, get out" mentality in physical retail spaces.
About this project
Conducted for the MKTG 4770 Consumer Research course. The study required identifying a subject outside the researcher's demographic cohort to analyze purchasing behaviors through a semi-structured interview format.
Privacy Note
Identity redacted for privacy.