Principles

of Marketing
2nd Semester
 LET’S DISCOVER…
A SHORT GLIMPSE CONSUMER GROUPS
BY GENERATIONS…
A B
BABY BOOMERS It was marked by an unusual high birth
GENERATION X Highly tech savvy

GENERATION Y Came age during the Marcos years

GENERATION Z Millenials

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS
BABY
BOOMERS
• Referred to as the “Me Generation”
• Born after the WWII – roughly between 1946 and 1964.
• This era was marked by an unusually high birth rate,
especially in English speaking countries like the US,
Australia and Canada, hence it was referred to as the
baby boom generation.

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS
BABY
BOOMERS
• Often define themselves by their careers,
and many of them are workaholics.
• They consider health as one of their
primary concerns.

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS
GENERATION
X
• Were born between 1965 and 1977.
• GenXers experienced lower birth rates
than the Baby Boom years.
• They grew up in times that were more
economically difficult than Baby Boomers.

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS
GENERATION
X
• GenXers tend to be value-oriented and
price conscious in their purchasing
habits.
• They also value technological literacy
highly.
DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT
CONSUMER GROUP BY GENERATIONS

GENERATION Y
• Millenials, those born between 1977 and 1994.
• Many of them are children of Baby boomers.
• They are the first generation to come of age in
the new millennium, a time of significant social
change.

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS

GENERATION Y
• Millenials are sometimes accused of being lazy, entitled,
and indifferent.
• Both Gen X & Y are less financially stable because of the
effects of Marcos administration.
• Millenials value independence and autonomy and place
emphasis on choice, customization, scrutiny, integrity,
collaboration, speed, entertainment and innovation.

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS

GENERATION Z
• Consists of people born after 1994.
• This generation patronizes a wide variety of products and
services including fashion, cosmetics, pop culture (music,
television, films, video games and so on), and even big-ticket
items such as family vehicles.
• Like Millenials, Gen Z are highly tech savvy.
• “Digital natives”

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS

GENERATION Z

• “Native speakers” of the practices and

norms of this digital world.
• Gen Z’s are heavy independent on the
Internet, television remains the primary
venue.
DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT
CONSUMER GROUP BY GENERATIONS

GENERATION Z

• “Native speakers” of the practices and

norms of this digital world.
• Gen Z’s are heavy independent on the
Internet, television remains the primary
venue.
DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT
CONSUMER GROUP BY GENERATIONS
MARKETING
RESEARCH
• Process of collecting analyzing data to
address a specific marketing problem.

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT

CONSUMER GROUP BY GENERATIONS
IMPORTANCE MARKETING
RESEARCH
• Help determine aspects of the business
that need to be changed or upgraded.

DEPARTMENT OF EDUCATION – BUREAU OF CURRICULUM DEVELOPMENT