2Learning Objectives~ Ch. 12 To understand:The role of consumers’ age and marketingThe role of consumers’ gender and sexual orientation and consumer behaviorRegional, ethnic, and religious influences on consumer behavior and targeting specific groups
5Age & Consumer Behavior U.S. Age TrendsTeens and Generation Y—Born 1979 to 1994Generation X—Born 1965 to 1976Some still have “angst”Boomerang kidsHigh discretionary incomeDelay marriageBaby Boomers—Born 1946 to 1964Largest demographicPeak earning yearsSeniors—65+ years old
6Teen & Tween Market Purchasing Power = $108 Billion World’s teens have similar tastes, attitudes, preferencesBrand Loyalty—Develops at a younger agePositioning—Establish identity, rebelling, peer acceptanceAdvertising Messages—Incorporates symbols, issues, and language of teensMedia—Specific TV networks, radio stations, and InternetRecreation and special events
7Gen X Born between 1965 and 1976 49 million Fewer Xers own homes Boomerang kidsCynical about obvious marketingMedia: alternative radio, cable TV, concerts, sporting events, music publications, vacation spotsHow is Gen X different from Gen Z?
8Baby Boomers Born between 1946 and 1964 78 million Influential consumer segment because of size and buying powerValue individualism and freedomSegments: leading boomers, core boomers, and trailing boomers
9Baby Boomers & Marketing Target for cars, housing, travel, entertainment, recreation equipment, motor homesHeavy consumers of financial servicesGourmet fast foodComfortable clothingAnti-aging products
10Seniors Over 65 years old Women outnumber men Reduced information processing skillsSusceptible to the “truth effect”Tend to be brand loyal
11Seniors & Marketing Aging Population Health-related products/services Retirement communitiesMarketing CommunicationsOldies radioActivity-specific publications & TVLifestyle-related eventsSpecialized Sales and Promotion
12This 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
13This 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
14Gender/Sexual Orientation & CB Sex Roles- GoalsAgenticCommunalGender & Sexual OrientationMasculineFeminineAndrogynousDifferences in Acquisition & Consumption BehaviorsWomen = Deliberate, thorough researchMen = Driven by themes, simple heuristics
15An 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
21Hispanic American Consumers AcculturatedBiculturalTraditionalIntensity of Ethnic Identification
22Hispanic 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.
23African American Consumers With rising incomes, want to preserve cultural identityImportance of style, self-image, & elegance
24Asian American Consumers Fastest growing major subcultureMore diverse than Hispanic and African AmericanStrong EmphasisFamilyTraditionCooperationShop frequently/luxury goods