FCRP - Business Management & Marketing

Permanent URI for this collectionhttp://localhost:4000/handle/123456789/98

Browse

Browsing FCRP - Business Management & Marketing by Subject "Baby Boomers"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Vintage – one fashion, two generations. Purchasing and consumption behavior of baby boomers and Z generations
    (Tritonic Publishing House, 2020) Leovaridis, Cristina; Ionită, Mădălina Claudia; Popescu, Gabriela
    The overall objective of this paper is to identify the purchase and consumption behavior of vintage products of the Baby Boomers and Generation Z generations. Although there is a significant demographic distance between the two generations, they share the same interest – one may call it even passion or hobby – for vintage products. In the case of the Baby Boomers, it is the nostalgia that influences their behavior: they are contemporary with those times, they lived the events, knew the personalities. Generation Z is interested because the old trends have come back, creatively reinterpreted nowadays. The vintage current expresses certain historical trends and periods of the past and gains a growing popularity today. The research is conducted in two directions to obtain the portraits of the Baby Boomers and Generation Z as consumers of vintage products. The first direction explores the opinions of both generations’ members, and the second direction investigates the opinions of the sellers and the owners of vintage products stores about their customers. For this, qualitative research is conducted based on a face-to-face interview, through a semi-structured interview guide. A specific set of questions are addressed to each category of interviewees. The specific objectives of the research highlight the characteristics of purchase and consumption of vintage products for the Baby Boomers and Generation Z (historical periods and favorite trends, the reason for the purchase, the favorite vintage products, etc.). The conclusions link the research results with the main aspects presented in the theoretical framework. The results of the research highlight both the differences as well as the similarities of these two demographic generations in the purchasing and consumption behavior of vintage products. For Baby Boomers, the quality and authenticity of vintage products are essential, being the main reason that influences their purchasing and consumption decisions. In their case, there is a greater feeling of nostalgia for certain periods or trends in the past. Baby Boomers consumers appreciate the value and the value of the products they purchase, especially if they have an emotional charge. Instead, for generation Z, the image is a very important aspect, and vintage products can improve it. They want to differentiate themselves from others, which is a reason that determines the purchase of products belonging to other historical periods.