This group is maturing and taking on positions of higher responsibility in B2B buying. They're poised to displace the lifestyle, culture, and materialistic values of the boomers. By 2010, they will have overtaken the boomers as the primary market for every product category. The echo boomers. This group has just started to come into the workforce.
Marketers look at buyer behavior in terms of two models.
One's culture, social class, ethnic background, family dynamics, and role within a group dominate the interpersonal areas, while one's own personal goals, needs, and aspirations dominate the personal or psychological dynamics. The mixture of the two would enable the individual to respond to needs and wants with some type of purchase behavior. On the other hand, when individuals are entrusted with business or organizational buying responsibilities, the purchase model is more rational. Now, that individual is buying for his or her company and is spending the company's money. If a decision is needed to buy a company car, the buying decision would be more likely based on fuel economy and performance rather than color and style.