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Chapter 12

Chapter 12. Consumer Diversity. Learning Objectives~ Ch. 12. Explain how the consumer’s age affects acquisition, consumption, and disposition behavior, and why marketers need to consider age influences when planning marketing activities.

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Chapter 12

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  1. Chapter 12 Consumer Diversity

  2. Learning Objectives~ Ch. 12 • Explain how the consumer’s age affects acquisition, consumption, and disposition behavior, and why marketers need to consider age influences when planning marketing activities. • Describe how gender and sexual orientation each affects consumer behavior and how companies can create more effective marketing by understanding these two influences. • Discuss how regional, ethnic, and religious influences can affect consumer behavior and why marketers must consider such influences when targeting specific groups.

  3. Age & Consumer Behavior • U.S. age trends • Teens and Generation Y—born 1979 to 1994 • Generation X—born 1965 to 1976 • Some still have “angst” • Boomerang kids • High discretionary income • Delay marriage • Baby Boomers—born 1946 to 1964 • Largest demographic • Peak earning years • Seniors—65+ years old

  4. Teen & Tween Market • Purchasing power = $108 Billion • World’s teens have similar tastes, attitudes, preferences • Brand loyalty—develops at a younger age • Positioning—establish identity, rebelling, peer acceptance • Advertising messages—Incorporates symbols, issues, and language of teens • Media—specific TV networks, radio stations, and Internet • Recreation and special events

  5. Gen X • Born between 1965 and 1976 • 49 million • Fewer Xers own homes • Boomerang kids • Cynical about obvious marketing • Media: alternative radio, cable TV, concerts, sporting events, music publications, vacation spots How is Gen X different from Gen Z?

  6. Baby Boomers • Born between 1946 and 1964 • 78 million • Influential consumer segment because of size and buying power • Value individualism and freedom • Segments: leading boomers, core boomers, and trailing boomers

  7. Seniors • Over 65 years old • Women outnumber men • Reduced information processing skills • Susceptible to the “truth effect” • Tend to be brand loyal

  8. Gender/Sexual Orientation & CB • Sex roles – goals • Agentic • Communal • Gender & sexual orientation • Masculine • Feminine • Androgynous • Differences in acquisition & consumption behaviors • Women = deliberate, thorough research • Men = driven by themes, simple heuristics

  9. Gender/Sexual Orientation & CB • Targeting gender • Men—more emotional/caring • Women—important/professional • Media patterns • Targeting gay/lesbian consumers

  10. Regional Influences • Regions of U.S. • Clustering • PRIZM NE & Mosaic • Regions of World

  11. Ethnic Influences • Ethnic groups • Acculturation • Multicultural marketing • Ethnic subcultures in nations

  12. Hispanic American Consumers • Acculturated • Bicultural • Traditional • Intensity of ethnic identification

  13. African American Consumers • With rising incomes, want to preserve cultural identity • Importance of style, self-image, & elegance

  14. Asian American Consumers • Fastest growing major subculture • More diverse than Hispanic and African American • Strong emphasis • Family • Tradition • Cooperation • Shop frequently/luxury goods

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