What do Customers Want?

Denise Dahlhoff is the research director of the Wharton School’s Baker Retailing Center where she is responsible for the center’s knowledge creation and dissemination initiatives. Her background is a mix of qualitative and quantitative market and academic research, consulting, publishing, and teaching. One of the more popular topics that we talk about in today’s world is the difference we see between different generations. Between baby boomers, Gen X, and millennials we find big differences, but a few similarities. One similarity that each generation has is the love of holiday season shopping and the spirit of gift giving around Christmas. Denise Dahlhoff discusses her research on how different generations shop differently.