Generation Xers are latchkey kids. They are used to eat microwave food, and grow up with TV ¡V games. As the leading edge of the baby boomer creeps inexorably toward retirement and tighter spending habits, every company with something to sell is starting to focus on younger demographics Gen X'ers in their mid-20s to 40.
The purpose of the study is to study Generation X life styles in the purchasing of sedans. More particularly, the purpose is to study the relationship of life style and decision making process, EKB model, of Generation X in the purchasing of sedans. The study aims to examine and identify applicable life styles segments of Generation X, and identify their differences between decision making process in the purchasing of sedans.
This study method is questionnaire and 600 questionnaires are released, and the retrieved valid questionnaires are 404 copies. This study utilizes using SPSS for Windows as the tool to conduct statistical analysis, including descriptive analysis, reliability test, factor analysis, cluster analysis, Pearson¡¦s Chi ¡V Square and ANOVA test.
Four types of life styles are generalized. There are ACTIVE life style, INFORMATION ¡V ORIENTATION life style, STABLE life style, and INDEPENDENT life style.
The finding results as follow.
1. In the purchasing of sedans, there are partial significant differences on demographics with respect of Generation X life styles.
2. In the purchasing of sedans, there are no significant differences on problem recognition with respect of Generation X life styles.
3. In the purchasing of sedans, there are no significant differences on information search with respect of Generation X life styles.
4. In the purchasing of sedans, there are partial significant differences on elevation of alternatives with respect of Generation X life styles.
5. In the purchasing of sedans, there are partial significant differences on purchase with respect of Generation X life styles.
In the end of the study, some suggestions for further research are made. Given the study results, the marketer and policymakers of manufacturer sedan brands can find the needs of Generation X life styles in the purchasing of sedans. The study results for marketers and policymakers may provide strategy for sedans with Generation X life styles different of degree of demographics, problem recognition, information search, elevation of alternatives, and purchase.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0206106-002050 |
| Date | 06 February 2006 |
| Creators | Tung, Chien-hua |
| Contributors | G. Gary Hu, J.Y.Huang, Lee, C.T. James, H. Jason Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0206106-002050 |
| Rights | not_available, Copyright information available at source archive |
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