Svandenheuvel - ConsumerDecisionMakingProcess - 12032021

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MEMO
TO: MICHAEL GROZA, BEST FITNESS MANAGER
SUBJECT: SPORTSWEAR FOR GENERATION X
How Generation X Obtains Information About Products
A majority of Generation X vacillate between the old and new, preferring traditional media
outlets, yet 72 percent Xers tend to research businesses on the internet even after seeing a TV
commercial or newspaper ad. It is important to Gen X to investigate before they purchase,
checking as many sources as possible before purchasing. These sources include reviews (online
and offline), commercials and referrals (RevLocal, 2018).
Where and How Gen X is Mostly Likely to Shop
Because Gen X likes a bargain, they shop both online and offline. They use savings apps and clip
coupons. Eighty-one percent of Gen X make purchases online. Yet, “72% of them shop in brick-
and-mortar shops, which explains why Walmart and Amazon are in the top 10. Apple is their
favorite brand and Netflix comes third due to the influence of television on the Gen X
generation” (CFI).
Gen X Top10 favorite brands in 2020. As of 2020, Gen Xers are between 40 years old and 55
years old.
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What Types of Promotional Materials are Gen Xers Likely to Use
Gen X likes a combination of promotional materials. Use traditional media to your advantage
with Gen Xers — 48% listen to the radio, 62% still read newspapers and 85% watch traditional
television. (Schwabel, 2018). YouTube, and various social media sites also capture the attention
of sixty-eight percent of Generation X.
Demographic Information
Gen X or Generation X is a demographic group of people born between the mid-1960s to

1980. ... They follow Generation X and are (born between 1981 and 1996). Gen Xers are aged
between 40 years old and 55 years old as of 2020. As per U.S. Census data, there are about 65.2
million Gen Xers as of 2019.
Best Fitness Marketing Strategies for Each Stage of the Consumer Decision-Making
Process
Recognition of Need –Best Fitness needs to design and make sportswear in colors and styles
that Gen X likes to wear. This clothing may fit more in the athleisure category and marketed as
fashion for nearly all occasions. The message from Best Fitness to Gen X should be why their
sportswear line is better than the competition’s.
Information Search – Since Gen X uses both traditional and current media options for making
a purchase decision, advertising of the Best Fitness athleisure wear should be highly visible in
magazines (especially sports magazines), YouTube, other social media sites, and in store front
windows.
Evaluation of Alternatives – Comparison of Best Fitness athleisure wear for the Gen X age
group against other standard clothing designs should be part of the advertising message. It is
important to have marketing campaigns that appeal to people of Gen X and their shopping
habits.
Purchase Decision – Advertising the multiple benefits of the Best Fitness athleisure and
offering a purchase incentive will be more appealing to the people of Gen X then flash and
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flesh. They will want to buy Best Fitness athleisure wear when they see and hear reputable
reviews on the product.
Post Purchase Evaluation – Purchase reviews should be encouraged by Best Fitness after a
purchase by including a pre-paid postcard with four simple questions, three of them a yes or no
answer and the fourth for comments/suggestions.
Two product characteristics and one marketing strategy for each one that will increase
awareness and the rate of adoption of the new line of athletic sportswear
Gen X prefers a more casual style of clothing to wear to work, that is why athleisure wear is
popular. Best Fitness designs of athleisure wear includes an accessory to dress-up the casual
designs. These accessories include a matching scarf or an easily attachable skirt to shorts
making it a skort or vest to put over the shirt. Men also would have the benefit of a vest or
casual jacket or a hat. The accessories are a clever way to advertise double duty of the
athleisure wear line. With a mix and match and additions to dress up the Best Fitness clothing
for Gen X, photos of the various ways to wear the products will be straight forward whether the
images are in traditional print or current social media options.
References
Copyright 2003 - 2021 BigCommerce Pty. Ltd. Ecommerce Platform
https://corporatefinanceinstitute.com/resources/knowledge/other/gen-x/
insight. 2018, October. 13 stunning stats on Gen X—the forgotten-yet-powerful generation.

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https://www.monigroup.com/article/13-stunning-stats-gen-x-forgotten-yet-powerful-generation
RevLocal. 6 Surprising Statistics That Will Help You Market to Generation X.
https://www.revlocal.com/resources/library/blog/6-surprising-statistics-that-will-help-you-market-to-
generation-x
Schwabel, D. 2015, July 26. 44 of the Most Interesting Facts About Generation X. Dan Schwbel.

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1

TO: MICHAEL GROZA, BEST FITNESS MANAGER

SUBJECT: SPORTSWEAR FOR GENERATION X

How Generation X Obtains Information About Products

Where and How Gen X is Mostly Likely to Shop

What Types of Promotional Materials are Gen Xers Likely to Use

Gen X or Generation X is a demographic group of people born between the mid-1960s to

Copyright 2003 - 2021 BigCommerce Pty. Ltd. Ecommerce Platform

insight. 2018, October. 13 stunning stats on Gen X—the forgotten-yet-powerful generation.

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