Thank you. Starting reading. :) Maybe someone could post an idea how that king of article should be called? :)

Hello.
I am looking for advice for my master thesis.
The problem is that i have chosen the topic about Baby-boomers in Lithuania (50+ years old consumers)
And would like to write about stereotypes that exist about 50+ years old buyers and implement research how those stereotypes influence marketers in companies (i mean how those stereotypes make this market segment unattractive)
Could someone please help me to imagine what has to be covered in theoretical analysis to answer my question?
Thank You!