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Chapter 12 Consumer Diversity. Learning Objectives~ Ch. 12 To understand: 1.The role of consumers age and marketing 2.The role of consumers gender and.

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Presentation on theme: "Chapter 12 Consumer Diversity. Learning Objectives~ Ch. 12 To understand: 1.The role of consumers age and marketing 2.The role of consumers gender and."— Presentation transcript:

1 Chapter 12 Consumer Diversity

2 Learning Objectives~ Ch. 12 To understand: 1.The role of consumers age and marketing 2.The role of consumers gender and sexual orientation and consumer behavior 3.Regional, ethnic, and religious influences on consumer behavior and targeting specific groups

3 Consumer Diversity

4 U.S. Population by Age

5 Age & Consumer Behavior U.S. Age Trends –Teens and Generation YBorn 1979 to 1994 –Generation XBorn 1965 to 1976 Some still have angst Boomerang kids High discretionary income Delay marriage –Baby BoomersBorn 1946 to 1964 Largest demographic Peak earning years –Seniors65+ years old

6 Teen & Tween Market Purchasing Power = $108 Billion Worlds teens have similar tastes, attitudes, preferences Brand LoyaltyDevelops at a younger age PositioningEstablish identity, rebelling, peer acceptance Advertising MessagesIncorporates symbols, issues, and language of teens MediaSpecific TV networks, radio stations, and Internet Recreation and special events

7 Gen X Born between 1965 and 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?

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

9 Baby Boomers & Marketing Target for cars, housing, travel, entertainment, recreation equipment, motor homes Heavy consumers of financial services Gourmet fast food Comfortable clothing Anti-aging products

10 Seniors Over 65 years old Women outnumber men Reduced information processing skills Susceptible to the truth effect Tend to be brand loyal

11 Seniors & Marketing Aging Population –Health-related products/services –Retirement communities Marketing Communications –Oldies radio –Activity-specific publications & TV –Lifestyle-related events Specialized Sales and Promotion

12 This ad shows an elderly gentleman enjoying his retirement in a state of financial freedom & independence as a potential result of long-term retirement planning with Allianz. Courtesy Allianz SE, Germany

13 This ad targets Baby Boom & Senior men who want to look younger but not unrealistically younger. The ad focuses on the active lifestyle of older Americans with a surfboard. Combe Incorporated

14 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

15 An increasingly larger number of marketers are beginning to target gay and lesbian consumers in their marketing communications. This ad for Paris-Las Vegas targets gay men. Courtesy Paris Las Vegas

16 Gender/Sexual Orientation & CB Targeting Gender –MenMore emotional/caring –WomenImportant/professional Media Patterns Targeting Gay/Lesbian Consumers

17 Regional Influences Regions of U.S. - Clustering - PRIZM NE & Mosaic Regions of World

18 Regions Across the World Individualism vs. collectivism Horizontal vs. vertical orientation Masculine vs. feminine

19 Ethnic Influences Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations

20 Ethnic Composition of Minors

21 Hispanic American Consumers Acculturated Bicultural Traditional Intensity of Ethnic Identification

22 Hispanic Americans are one of the largest, most diverse, and fastest growing ethnic groups in the United States. This State Farm ad targets this huge target market, which is estimated to include over 42 million members. Copyright State Farm Mutual Automobile Insurance Company Used by permission.

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

24 Asian American Consumers Fastest growing major subculture More diverse than Hispanic and African American Strong Emphasis –Family –Tradition –Cooperation Shop frequently/luxury goods

25 Asian Americans, particularly Chinese Americans, represent a large and lucrative target market for many businesses, including Charles Schwab investment services. Reprinted with permission. Copyright ©2008 Charles Schwab & Co. Inc.

26 Questions?


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