Authors : Ushashi Sarkar

Volume/Issue : Volume 10 - 2025, Issue 6 - June

Google Scholar : https://tinyurl.com/mr2wkn94

DOI : https://doi.org/10.38124/ijisrt/25jun1395

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : Most marketers are interested in promoting their products between Millennials and Z generations. Not much marketers talks about the before generations. Baby Boomers are in the age group between 61 and 79 years whereas generation X belongs to age group between 45 and 60 years. This paper explores the influencing the purchasing decisions through television advertisements on Baby Boomers generation and generation X in semi-urban areas, focussing on quantitative and qualitative approach on it. Furthermore, it discusses the long-term impact of the T.V. advertisements on Baby Boomers and generation X. The findings suggest that how these generations react to the T.V. advertisements. The study was conducted in Shyamnagar, West Bengal. A random survey was conducted through questionnaire on 50 people (including Baby Boomers and X generations). The questionnaire contains 15 questions. This study will use mixed- method approach.

Keywords : Millennials, Generation Z, Baby Boomers, Generation X, Semi-Urban Areas, Mixed- Method Approach.

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