Gratuitious Assumption--"the total amount of money middle-aged consumers spend is similar to the total amount of money younger customers spend" If it were the case that younger consumers spend much more money in total then it could be more important for stores to focus on their business.
Either Or Choice--the author assumes that stocking products to attract more middle-aged consumers and stocking products to attract younger consumers are mutually exclusive alternatives. Perhaps it is possible to increase the store's appeal to older consumers without compromising its appeal to younger crowds.
Insufficient Sample--the author concludes that all middle aged people will behave as present-day middle aged people do, but perhaps the determination of where to shop is based upon the customer's generation rather than the customer's age. If that were the case then when today's younger consumers become middle-aged consumers they will continue to shop in stores other than department stores.
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A. Lacking any information concerning respectively the actual amount of retail ecpenditure of both the middle-aged consumer group and the younger consumers, we can hardly determine whether the increase in middle-aged consumers will certainly bring more sales to department stores.
B. Furthermore, the arguer fails to consider the fact that different department stores in different locations may have consumers of different age groups.
C. Finally, the arguer ignores the possible negative impact on sales brought about by the decrease in the number of young consumers as a resuly of the recommended invertory adjustment.
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