Offers a guide to America's consumer behavior, discussing the three major consumer generations and their distinctive attitudes, lifestyles, values, experiences, tastes, and spending patterns

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Smith and Clurman of the market research firm Yankelovich Partners make public the benefits of years of research to project the inclinations of the three generational categories: the Matures (born between 1909 and 1946), the Boomers (born between 1946 and 1964), and the Xers (born after 1964). Their work follows in part the analysis of trends found in John Naisbitt and Patricia Aburdene's Megatrends (1982) and Faith Popcorn's The Popcorn Report (LJ 9/15/91). But while these authors tend to project a trend with some universality, Smith and Clurman have a decided generational bent, i.e., "each generation is driven by unique ideas about the lifestyles to which they aspire" [italics verbatim]. The research presented here will have pronounced implications for product service and delivery. While valuable for marketing professionals, this book will be especially useful for small businesses that would not ordinarily have access to the Yankelovich research.?Steven Silkunas, Southeastern Pennsylvania Transit Authority, Conshohocken
Copyright 1997 Reed Business Information, Inc.

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