The Center for Mature Consumer Studies Research Report
LIST OF SEGMENT-SPECIFIC RESEARCH REPORTS
1. A Report on Consumer Behavior of Baby Boomers and Elderly
The consumption behavior of baby boomers is analyzed and contrasted to that of seniors in two national studies. The studies draw their conclusions by examining responses given by randomly selected samples of several hundred people aged 32 to 50 (baby boomers) and 65 or older (seniors). Participants in these studies were questioned about a wide variety of consumer topics and issues concerning products such as food, drugs and cosmetics, apparel and footwear, high tech and housing, as well as services such as financial, travel and leisure, telecommunication, mass media, insurance, long-term care and health-care services. Specific aspects of consumer behavior examined include: preferences for selected products and services in each product/services category; use of information sources in learning about new products and services; methods of purchasing selected products and services; reasons for patronizing specific outlets (e.g., food stores, restaurants, department stores, pharmacies) and service providers (e.g., financial institutions, hospitals, hotels, airlines, insurance companies); reasons for choosing certain brands of selected products; preference for payment methods; reasons for direct buying clothing, prescription drugs, insurance and electronic products; and future housing plans, reasons for moving into selected types of housing and for choosing specific homes. ©1997. Length: 150 pages. $200.00
TABLE OF CONTENTS
Purpose and Objectives II-1
The Studies II-3
Food, Food Stores, and Restaurants II-4
Pharmaceuticals II-8
Apparel and Footwear II-13
Mass Media Use II-16
High-Tech Products and Services II-17
Travel and Leisure Services II-19
Financial Services II-24
Insurance II-34
Long-Term Care II-37
Housing II-39
Health Care II-44
Summary and implications for marketing strategy
Tables
Appendix
Supplement
LIST OF TABLES
Table II-1 Tastes and Preferences for Food Today in Comparison to Tastes 15-20 Years Ago Among Baby Boomers and Older Adults (65 )
Table II-2 Reasons for Patronizing Specific Food and Grocery Stores Among Baby Boomers and Older Adults (65 )
Table II-3 Reasons for Choosing Specific Brands of Foods and Alcoholic Beverages Among Baby Boomers and Older Adults (65 )
Table II-4 Reasons for Patronizing Specific Restaurants Among Baby Boomers and Older Adults (65 )
Table II-5 Preferences for Payment Methods for Meals Among Baby Boomers and Older Adults (65 )
Table II-6 Reasons for Patronizing Specific Drug Stores/Pharmacies Among Baby Boomers and Older Adults (65 )
Table II-7 Reasons Considered Before Buying Health Aids and Drugs by Phone or Through the Mail Among Baby Boomers and Older Adults (65 )
Table II-8 Reasons for Choosing Specific Brands of Drugs and Health Aids Among Baby Boomers and Older Adults (65 )
Table II-9 Preferences for Payment Methods for Prescription Drugs Among Baby Boomers and Older Adults (65 )
Table II-10 Reasons for Patronizing Department Stores Among Baby Boomers and Older Adults (65 )
Table II-11 Reasons Considered Before Buying Clothes and Shoes by Phone or Through the Mail Among Baby Boomers and Older Adults (65 )
Table II-12 Media Use Among Baby Boomers vs. Older Adults (65 )
Table II-13 Magazine Readership Among Baby Boomers vs. Older Adults (65 )
Table II-14 Preferences for Selected Products and Telecommunication Services Among Baby Boomers and Older Adults (65 )
Table II-15 Reasons Considered Before Buying Electronic Products by Phone or Through the Mail Among Baby Boomers and Older Adults (65 )
Table II-16 Reasons for Patronizing Hotels/Motels Among Baby Boomers and Older Adults (65 )
Table II-17 Reasons for Patronizing Airlines/Cruise Lines Among Baby Boomers and Older Adults (65 )
Table II-18 Preferences for Financial Services Among Baby Boomers and Older Adults (65 )
Table II-19 Preferences for Methods of Purchasing Financial Services Among Baby Boomers and
Older Adults (65 )
Table II-20 Reasons for Patronizing Financial Institutions Among Baby Boomers and Older Adults (65 )
Table II-21 Use of Credit Cards by Baby Boomers and Older Adults (65 )
Table II-22 Asset Composition Among Baby Boomers and Older Adults (65 )
Table II-23 Preferences for Methods of Getting Cash from Home Equity Among Baby Boomers and Older Adults (65 )
Table II-24 Reasons for Patronizing Insurance Companies Among Baby Boomers and Older Adults (65 )
Table II-25 Reasons Considered Before Buying Various Types of Insurance by Phone or Through the Mail Among Baby Boomers and Older Adults (65 )
Table II-26 Willingness to Pay for Long-Term Care Benefits for Self Among Baby Boomers and Older Adults (65 )
Table II-27 Future Housing Plans of Baby Boomers and Older Adults (65 )
Table II-28 Reasons for Moving Into an Apartment, Townhouse or Condominium Among Baby Boomers and Older Adults (65 )
Table II-29 Reasons for Moving Into a Retirement Community Among Baby Boomers and Older Adults (65 )
Table II-30 Reasons for Moving Into a Nursing Home Among Baby Boomers and Older Adults (65 )
Table II-31 Reasons for Choosing a Single Family House Among Baby Boomers and Older Adults (65 )
Table II-32 Reasons for Choosing an Apartment, Townhouse or Condominium Among Baby Boomers and Older Adults (65 )
Table II-33 Reasons for Choosing a Retirement Community Among Baby Boomers and Older Adults (65 )
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