Levensstijl en koopgedrag. Bestaan er verschillen tussen leeftijdsgroepen?

Abstract

This paper presents the report of an investigation of the lifestyle and consumer behaviour of 414 Flemish consumers aged 20 to 75 years. Factor analysis identified several meaningful lifestyle and buying behaviour factors. Consequently, using regression analysis, the relative importance of lifestyle and socio-economic characteristics was determined for each buying behaviour factor, with special attention to age differences. The results revealed that there were a lot of similarities between younger and senior consumers. However, consumers in their twenties, in contrast with senior consumers, demonstrated little concern about the ecological consequences of their consumption, were very sensitive to prestige and were buying in a rather impulsive way. The findings are discussed from a marketing perspective.