lets theorize

While reading the one and only Soloman, I came across the 'Role Theory' the example used in the book is that people play roles in what every part they are playing in life. Soloman explains that 'each consumer has lines, props and costumes behavior' so that got me thinking what were the role played by people in this time, where the stereotypes of the time real? while researchin through the world wide web I a report that covered the different lifestyles of Gen X.

• Southern Starters (2,146,900) – office professionals at the start of their career, many in London and South East of England, moderate credit and store card usage. Use Sainsbury’s and upper end clothing chains.

Expanded:-  Within London, the population is always bombard by advertising from a range of different brands so the use of word of mouth from co-workers close friends and family are the still the most effect.

• Older Suburbs (3,100,300) – oldest of the Generation X group, living more out of town – many outside London.  High mortgage and loans – although relatively low disposable income.

Expanded:-  This older part of the generation is less susceptible to brands and adverting. This may be because of the low disposable income because paying for debts. 

•  Detached Aspirers (3,153,300) – better off young middle aged families, living in London and South East of England. Enjoy golf, most likely of this group to have grocery online shopping.

Expanded:- online shopping is interesting here, because its a emerging market. This is the perfect example why shopping online is needed because of their busy life styles, they have children to cater for and both parents have full time jobs.

• Online Families (694,300) – younger families living in town centres, many close to best performing state schools, use internet for family pursuits.  Keen on self-improvement, education. 

Ref: http://www.lloydjames.com/_img/pics/pdf_1316702235.pdf