A Study On The Intergenerational Lifestyle Differences Of Urban Consumers

China is the most populous country in the world,and the population age structure is more and more obviously.Therefore,marketing activities in China market can not ignore the differences among the generational consumers.Understanding the consumption differences of different intergenerational consumers have to know the lifestyle differences of different intergenerational consumers.At the same time,lifestyle is an effective tool for market segmentation.In this study,we research the lifestyle differences of different intergenerational consumers.Lifestyle is made up of five factors,through the analysis of variance we found:the young consumers(the 80s' and 90s')relatively recognizing fashionable and aggressive lifestyle,the old consumers(the 50s'and 60s')endorsing mean and restrained lifestyle.Further,there were no intergenerational difference on perfectionism lifestyle,but there are significant differences in lifestyle for different intergenerational consumers.This paper also analysis different generation,different lifestyle' influence of name brand consumption tendency,through regression analysis we know:the young consumers 'name brand consumption tendency is remarkable,the old consumers'name brand consumption tendency is weak;different lifestyles and name brand consumption is a positive correlation.The end of the research is conclusion and the marketing inspiration.