12 Consumer Diversity PDF

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Chapter 12 summary of consumer diversity....

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12 Consumer Diversity 

How age affects consumer behavior o Ppl of sameage going through similar life experiences and share commonalities o Age trends in the United States  Ppl are living longer  Senior market is attractive one  Age segment where entering workplace and setting up households are being targeted to build brand loyalty o Teens and millennials  HIGH VALUES ON PRICE AND CONVENIENCE  Teen segments  Thrills and chills o Fun-seeking, free-spending consumers (middle-upper class background)  Resigned o Alienated from society o Low expectations for future and material success  World savers o Concerned of well-being of others  Quiet achievers o Conform to societal norms  Bootstrappers o Family-oriented achievement seeks w hopes for future  Upholders o Seek rewarding family life and uphold traditional values  Materialists o Practice conspicuous consumption  Ecologists o Interested in protecting environment  Netizens o Heavy users of internet-connected devices  Millenial—individuals born between 1980 and about 1994; aka generation Y  Describe selves as idealistic  Media/tech saavy  Seek immediacy, entertainment, social interaction and self expression from tech o Generation X—individuals born between 1965 and 1979  Feel they might not be able to match parents’ success  Less materialistic o Boomers  Baby Boomers—individuals born between 1946 and 1964  Large and influential US demographic group

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Common experiences: economy on the rise, first man on the moon, Vietnam war, assassinations of President Kennedy and MLK Jr., rise of popular youth culture

o Seniors  Gray market—individuals over 65 years old  Women outnumber men bc they live longer  Less likely to make complex decisions bc of difficulty remembering How gender and sexual orientation affect consumer behavior o Sex Roles  Agentic goals—goal that stresses mastery, self-assertiveness, self-efficacy, strength, and no emotion  What men were expected to do  Communal goals—goal that stresses affiliation and fostering harmonious relations w others, submissiveness, emotionality, and home orientation  What was expected of women  Men  Tend to be more competitive, independent, externally motivated, and risk takers  Women  Tend to be cooperative, interdependent, intrinsically motivated, and risk averse  Evolving over time  Influenced by various sources  Peer pressure o Differences in acquisition and consumption behaviors  Women more likely to engage in detailed exam of message  Pay attention to relevant info and info that affects others  More likely to engage in compensatory eating (responding to emotional changes)  Men more likely to be selective info processors  Pay attention to relevant info o Gender and Sexual Orientation  Gender—biological state (male/female)  Sexual orientation—person’s preference toward certain behaviors  Masculine individuals tend to display male-oriented traits  LGBT may have different needs/preferences compared w consumers who identify as traditionally masculine/feminine sexual orientation How regional influences affect consumer behavior o Regions within the US  Regions  Southwest: Mexican character, Native American roots  Eastern Seaboard (New England to Georgia):Roots from 13 colonies  West/Northwest: Free-spirited personalities

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 Deep South (Louisiana to Florida): Agriculture, Confederacy  Midwest: Farms, Agriculture  Clustering—grouping of consumers according to common characteristics, such as demographics and consumption lifestyles, using statistical techniques  Can be based on location, income, education, age, degree of urbanity o Regions across the world  Culture differences:  Individualism v collectivism o High individualism (western cultures) put emphasis on themselves as individuals rather than groups o High collectivism (eastern cultures) emphasize connections to others rather than individuality  Horizontal v vertical orientation o Horizontal orientation: values equality o Vertical orientation: put emphasis on hierarchy  Masculine v feminine o Masculine: more aggressive and focused on individual advancement o Feminine: concerned w social relationships How ethnic and religious influences affect consumer behavior o Ethnic group—subculture w a similar heritage and values o Acculturation—learning how to adopt to a new culture  Influenced by fam and friends o Ethnic groups within the United States  Multicultural marketing—strategies used to appeal to a variety of cultures at the same time  Requires consideration of all groups  Hispanic American consumers  One of largest ethnic groups in America  Pp from Mexico, Puerto rico, cuba, Salvador, Guatemala, etc.  Several segments based on acculturations o Acculturated: speak mostly English & high assimilation o Bicultural: function in Spanish or English o Traditional: speak mostly Spanish  Intensity of ethnic identification—how strongly ppl identify w ethnic group  African American consumers  13% of US population  More likely to feel ppl should look, act, dress the way they want to  Don’t aspire to assimilate with majority culture  Asian American consumers

12 Consumer Diversity  Third largest and fastest growing subculture  Chine, Philippines, India, south Korea, Vietnam, japan  Strong emphasis on family, tradition, and cooperation  Prefer brand names  Like to shop w others o Ethnic groups around the world o The influence of religion  Religion provides ppl w structured set of beliefs and values  Ranges from different ones...