Chapter 12 Consumer Diversity

Learning Objectives Consumer’s age and marketing. Consumer’s gender and sexual orientation and consumer behavior. Regional, ethnic, and religious influences on consumer behavior and targeting specific groups.

Chapter Overview: Consumer Diversity (Exhibit 12.1)

U.S. Population by Age (Exhibit 12.2)

How Age Affects 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

Today’s Teen 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

Generation 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

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

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

Seniors (Gray Market) Over 65 years old Women outnumber men Reduced information processing skills Susceptible to the “truth effect” Tend to be brand loyal

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

Gender/Sexual Orientation and Consumer Behavior Sex Roles- Goals Agentic Communal Gender and Sexual Orientation Masculine Feminine Androgynous Differences in Acquisition and Consumption Behaviors Women = Deliberate, thorough research Men = Driven by themes, simple heuristics

Gender/Sexual Orientation and Marketing Implications Targeting Gender Men—More emotional/caring Women—Important/professional Media Patterns Targeting Gay/Lesbian Consumers

Regional Influences Regions of U.S. Regions of World Clustering PRIZM NE and Mosaic Regions of World

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

Ethnic Influences Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations

Ethnic Composition of Consumers Under 18 (Exhibit 12.10)

Hispanic American Consumers Acculturated Bicultural Traditional Intensity of Ethnic Identification

African American Consumers Free to live, dress, and look the way they want to With rising incomes, want to preserve cultural identity Importance of style, self-image, and elegance

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