Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-1 Chapter 12 Australasian society: Demographics and lifestyles
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-2 Chapter 12 Australasian society: Demographics and lifestyles Use of demographic factors Anticipating demographic shifts How population segments can influence behaviour Changing gender roles in society Lifestyle and how it is measured Psychographics and its applications Using lifestyle and psychographics for market segmentation
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-3 Australasian society: Demographics and lifestyles (cont.) Some specific questions are: Which demographic factors help marketers describe and understand the market segments? What is the importance of anticipating demographic shifts in society to develop marketing strategies? What are some impacts of changing roles (such as gender roles) on society and consumption?
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-4 Ads appealing to baby-boomer market
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-5 Ads appealing to the baby- boomer market Note: luxury is highlighted
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-6 Australasian society: Demographics and lifestyles (cont.) What is the nature of lifestyle and how is it measured? What is the meaning of psychographics, and how is it used to understand consumer lifestyle and consumption behaviour? How are lifestyle and psychographics used in market segmentation to develop marketing strategies?
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-7 Changing societal factors affecting marketing strategy
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-8 Demographics (overview) Population size Age structure Population distribution Income Occupation Education
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-9 Population clock Current Australian population: Population - now! Current New Zealand population:
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Projected Australian age structure for 2051 Source: ABS file
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Demographics Population distribution – Changes attributed to internal migration e.g. baby-boomers moving to Queensland and coastal regions to retire Actual vs self-perceived age
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Actual vs self-perceived age
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Demographics (cont.) Income / actual incomes Disposable incomes / buying power Occupations Regional influences – e.g. industry shutdowns etc. – e.g. city vs country – e.g. internal migration
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Demographics (cont.) Education Increase during the 90s: about 30% more now with university degrees Huge increase in training: less ‘unskilled’
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Changing levels of education
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Ethnicity and country of origin of Australasians Ethnic markets Country of origin markets
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Specific population segments Population segments share distinguishing patterns of behaviour.
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Age subcultures Mature market Youth market – Generation X – Generation Y
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Gender roles Ascribed roles—an attribute over which the individual has little or no control Achievement roles—based on performance criteria over which the individual has some degree of control Traditional versus modern orientation
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Marketing strategy and gender roles Market segmentation Product strategy Marketing communications Retail strategy
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney The nature of lifestyle Lifestyle is the expression of the individual’s situation, life experiences, values, attitudes and expectations It is defined simply as how the individual lives ‘Lifestyle’ has been used interchangeably with the term ‘psychographics’
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Determinants of lifestyle
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Lifestyle and the consumption process
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Continuum for lifestyle measurements Lifestyle measurements can be constructed with varying degrees of specificity.
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Several components of AIO questionnaires
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney VALS Lifestyle System
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney The 8 psychographic segments of VALS Innovators Thinkers and Believers: ideals motivated Achievers and Strivers: achievement motivated Experiencers and Makers: self-expression motivated Survivors
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Shortcomings of VALS Measures of individuals - some decisions are by households Few individuals have ‘pure’ primary motivations, a secondary motivation may be very influential VALS may not be useful for products that are evenly spread over all VALS types as it is for ego- involved purchases, e.g. laundry detergent
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney VALS Survey Try it for yourself! presurvey.shtml
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Roy Morgan Research’s Values Segment System: the Segments Young optimism (8%) Socially aware (14%) Something better (7%) Visible achievement (18%) Look at me (11%) Conventional family life (10%) Traditional family life (20%) Real conservatism (5%) A fairer deal (4%) Basic needs (3%)
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Geo-demographic lifestyle analysis Analysis focusing on the demographics of geographical areas based on the belief that lifestyle and therefore consumption are largely driven by demographic factors Based on research that shows that neighbours have shared patterns of consumer behaviour towards goods, services, media and promotions. An example is Mosaic Australia
Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney Next Lecture Chapter 13: Household Structure and Consumption Behaviour