Consumer

Behavior

Stages of Consumers Adult Life

Consumer Life
Stages
Teens
This is what you need in order to belong.

Twenties
This is what your friends expect of you.

Thirties
This is for a good, solid person like you.

Forties
This is what the pros and experts buy.

Fifties
This is something to judge for yourself.

Sixties +
This is very effective and economical.

Consumers in Their
Twenties
Family status:
Young single, early married or young child.

Occupational status:
Ending formal education, starting a career.

Social condition:
Many casual friends, many changes with marriage.

Principal concerns:
Popularity with peers, getting a good start.

Major decisions:
What career to pursue, with whom to mate.

Dominant needs:
Independence, sexuality, exhibition, diversion.

Value Emphasis:
Social, intellectual, then economic, political.

Appeal sensitivity:
To their own peers as a reference group.

Consumers in Their
Thirties
Family status:
Married couple only or with young children.

Occupational status:
Career path identified, now settling in.

Social condition:
Attention to family and job limits contacts.

Principal concerns:
Becoming sure and stable at home and at work.

Major decisions:
Whether or not to have any (more) children.

Dominant needs:
Achievement, nurturance, security, recognition.

Value Emphasis:
Economic, social, then intellectual, aesthetic.

Appeal sensitivity:
Acceptance and approval of society at large.

Consumers in Their
Forties
Family status:
Full nest of children, often separation, divorce.

Occupational status:
In for the long hall or mid-life career change.

Social condition:
Well-established affiliations and routines.

Principal concerns:
Coping with boredom and maintaining momentum.

Major decisions:
Whether or not to change marriage or career.

Dominant needs:
Diversion, consistency, nurturance, sexuality.

Value Emphasis:
Economic, aesthetic, then social, intellectual.

Appeal sensitivity:
To respected, well-recognized authority figures.

Consumers in Their
Fifties
Family status:
Children departed or departing, fewer demands.

Occupational status:
Well-established, assuming command posture.

Social condition:
More time for and devotion to outside interests.

Principal concerns:
Solidification or position, preparing to retire.

Major decisions:
Which commitments to maintain or terminate.

Dominant needs:
Achievement, dominance, recognition, stimulation.

Value Emphasis:
Political, aesthetic, then economic, religious.

Appeal sensitivity:
To the self as the most competent judge.

Consumers in Their Sixties &

Over
Family status:
Empty nest, maybe sole survivor, grandparenting.

Occupational status:
Preparing to retire, retired, part-time work.

Social condition:
Strong affiliations with their age cohort group.

Principal concerns:
Economic security and finding social purpose.

Major decisions:
What to down-grade and how much to change.

Dominant needs:
Security, independence, affiliation, succorance.

Value Emphasis:
Religious, social, then aesthetic, political.

Appeal sensitivity:
To functional utility and economy of the goods.