Chapter 12 Consumer Diversity Copyright Cengage Learning All
![Chapter 12 Consumer Diversity Copyright © Cengage Learning. All rights reserved. 12 | Chapter 12 Consumer Diversity Copyright © Cengage Learning. All rights reserved. 12 |](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-1.jpg)
![Learning Objectives 1. Consumer’s age and marketing. 2. Consumer’s gender and sexual orientation and Learning Objectives 1. Consumer’s age and marketing. 2. Consumer’s gender and sexual orientation and](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-2.jpg)
![Chapter Overview: Consumer Diversity (Exhibit 12. 1) Copyright © Cengage Learning. All rights reserved. Chapter Overview: Consumer Diversity (Exhibit 12. 1) Copyright © Cengage Learning. All rights reserved.](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-3.jpg)
![U. S. Population by Age (Exhibit 12. 2) Copyright © Cengage Learning. All rights U. S. Population by Age (Exhibit 12. 2) Copyright © Cengage Learning. All rights](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-4.jpg)
![How Age Affects Consumer Behavior • U. S. Age Trends – Teens and Generation How Age Affects Consumer Behavior • U. S. Age Trends – Teens and Generation](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-5.jpg)
![Today’s Teen Market • Purchasing Power = $108 Billion • World’s teens have similar Today’s Teen Market • Purchasing Power = $108 Billion • World’s teens have similar](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-6.jpg)
![Generation X • • • Born between 1965 and 1976 49 million Fewer Xers Generation X • • • Born between 1965 and 1976 49 million Fewer Xers](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-7.jpg)
![Baby Boomers • Born between 1946 and 1964 • 78 million • Influential consumer Baby Boomers • Born between 1946 and 1964 • 78 million • Influential consumer](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-8.jpg)
![Baby Boomers and Marketing • Target for cars, housing, travel, entertainment, recreation equipment, motor Baby Boomers and Marketing • Target for cars, housing, travel, entertainment, recreation equipment, motor](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-9.jpg)
![Seniors (Gray Market) • • • Over 65 years old Women outnumber men Reduced Seniors (Gray Market) • • • Over 65 years old Women outnumber men Reduced](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-10.jpg)
![Gray Market and Marketing • Aging Population – Health-related products/services – Retirement communities • Gray Market and Marketing • Aging Population – Health-related products/services – Retirement communities •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-11.jpg)
![Gender/Sexual Orientation and Consumer Behavior • Sex Roles- Goals – Agentic – Communal • Gender/Sexual Orientation and Consumer Behavior • Sex Roles- Goals – Agentic – Communal •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-12.jpg)
![Gender/Sexual Orientation and Marketing Implications • Targeting Gender – Men—More emotional/caring – Women—Important/professional • Gender/Sexual Orientation and Marketing Implications • Targeting Gender – Men—More emotional/caring – Women—Important/professional •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-13.jpg)
![Regional Influences • Regions of U. S. - Clustering - PRIZM NE and Mosaic Regional Influences • Regions of U. S. - Clustering - PRIZM NE and Mosaic](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-14.jpg)
![Regions Across the World • Individualism vs. collectivism • Horizontal vs. vertical orientation • Regions Across the World • Individualism vs. collectivism • Horizontal vs. vertical orientation •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-15.jpg)
![Ethnic Influences • • Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations Copyright Ethnic Influences • • Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations Copyright](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-16.jpg)
![Ethnic Composition of Consumers Under 18 (Exhibit 12. 10) Copyright © Cengage Learning. All Ethnic Composition of Consumers Under 18 (Exhibit 12. 10) Copyright © Cengage Learning. All](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-17.jpg)
![Hispanic American Consumers • Acculturated • Bicultural • Traditional • Intensity of Ethnic Identification Hispanic American Consumers • Acculturated • Bicultural • Traditional • Intensity of Ethnic Identification](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-18.jpg)
![African American Consumers • Free to live, dress, and look the way they want African American Consumers • Free to live, dress, and look the way they want](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-19.jpg)
![Asian American Consumers • Fastest growing major subculture • More diverse than Hispanic and Asian American Consumers • Fastest growing major subculture • More diverse than Hispanic and](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-20.jpg)
- Slides: 20
![Chapter 12 Consumer Diversity Copyright Cengage Learning All rights reserved 12 Chapter 12 Consumer Diversity Copyright © Cengage Learning. All rights reserved. 12 |](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-1.jpg)
Chapter 12 Consumer Diversity Copyright © Cengage Learning. All rights reserved. 12 |
![Learning Objectives 1 Consumers age and marketing 2 Consumers gender and sexual orientation and Learning Objectives 1. Consumer’s age and marketing. 2. Consumer’s gender and sexual orientation and](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-2.jpg)
Learning Objectives 1. Consumer’s age and marketing. 2. Consumer’s gender and sexual orientation and consumer behavior. 3. Regional, ethnic, and religious influences on consumer behavior and targeting specific groups. Copyright © Cengage Learning. All rights reserved. 12 | 2
![Chapter Overview Consumer Diversity Exhibit 12 1 Copyright Cengage Learning All rights reserved Chapter Overview: Consumer Diversity (Exhibit 12. 1) Copyright © Cengage Learning. All rights reserved.](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-3.jpg)
Chapter Overview: Consumer Diversity (Exhibit 12. 1) Copyright © Cengage Learning. All rights reserved. 12 | 3
![U S Population by Age Exhibit 12 2 Copyright Cengage Learning All rights U. S. Population by Age (Exhibit 12. 2) Copyright © Cengage Learning. All rights](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-4.jpg)
U. S. Population by Age (Exhibit 12. 2) Copyright © Cengage Learning. All rights reserved. 12 | 4
![How Age Affects Consumer Behavior U S Age Trends Teens and Generation How Age Affects Consumer Behavior • U. S. Age Trends – Teens and Generation](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-5.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 5
![Todays Teen Market Purchasing Power 108 Billion Worlds teens have similar Today’s Teen Market • Purchasing Power = $108 Billion • World’s teens have similar](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-6.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 6
![Generation X Born between 1965 and 1976 49 million Fewer Xers Generation X • • • Born between 1965 and 1976 49 million Fewer Xers](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-7.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 7
![Baby Boomers Born between 1946 and 1964 78 million Influential consumer Baby Boomers • Born between 1946 and 1964 • 78 million • Influential consumer](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-8.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 8
![Baby Boomers and Marketing Target for cars housing travel entertainment recreation equipment motor Baby Boomers and Marketing • Target for cars, housing, travel, entertainment, recreation equipment, motor](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-9.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 9
![Seniors Gray Market Over 65 years old Women outnumber men Reduced Seniors (Gray Market) • • • Over 65 years old Women outnumber men Reduced](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-10.jpg)
Seniors (Gray Market) • • • Over 65 years old Women outnumber men Reduced information processing skills Susceptible to the “truth effect” Tend to be brand loyal Copyright © Cengage Learning. All rights reserved. 12 | 10
![Gray Market and Marketing Aging Population Healthrelated productsservices Retirement communities Gray Market and Marketing • Aging Population – Health-related products/services – Retirement communities •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-11.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 11
![GenderSexual Orientation and Consumer Behavior Sex Roles Goals Agentic Communal Gender/Sexual Orientation and Consumer Behavior • Sex Roles- Goals – Agentic – Communal •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-12.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 12
![GenderSexual Orientation and Marketing Implications Targeting Gender MenMore emotionalcaring WomenImportantprofessional Gender/Sexual Orientation and Marketing Implications • Targeting Gender – Men—More emotional/caring – Women—Important/professional •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-13.jpg)
Gender/Sexual Orientation and Marketing Implications • Targeting Gender – Men—More emotional/caring – Women—Important/professional • Media Patterns • Targeting Gay/Lesbian Consumers Copyright © Cengage Learning. All rights reserved. 12 | 13
![Regional Influences Regions of U S Clustering PRIZM NE and Mosaic Regional Influences • Regions of U. S. - Clustering - PRIZM NE and Mosaic](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-14.jpg)
Regional Influences • Regions of U. S. - Clustering - PRIZM NE and Mosaic • Regions of World Copyright © Cengage Learning. All rights reserved. 12 | 14
![Regions Across the World Individualism vs collectivism Horizontal vs vertical orientation Regions Across the World • Individualism vs. collectivism • Horizontal vs. vertical orientation •](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-15.jpg)
Regions Across the World • Individualism vs. collectivism • Horizontal vs. vertical orientation • Masculine vs. feminine Copyright © Cengage Learning. All rights reserved. 12 | 15
![Ethnic Influences Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations Copyright Ethnic Influences • • Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations Copyright](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-16.jpg)
Ethnic Influences • • Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations Copyright © Cengage Learning. All rights reserved. 12 | 16
![Ethnic Composition of Consumers Under 18 Exhibit 12 10 Copyright Cengage Learning All Ethnic Composition of Consumers Under 18 (Exhibit 12. 10) Copyright © Cengage Learning. All](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-17.jpg)
Ethnic Composition of Consumers Under 18 (Exhibit 12. 10) Copyright © Cengage Learning. All rights reserved. 12 | 17
![Hispanic American Consumers Acculturated Bicultural Traditional Intensity of Ethnic Identification Hispanic American Consumers • Acculturated • Bicultural • Traditional • Intensity of Ethnic Identification](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-18.jpg)
Hispanic American Consumers • Acculturated • Bicultural • Traditional • Intensity of Ethnic Identification Copyright © Cengage Learning. All rights reserved. 12 | 18
![African American Consumers Free to live dress and look the way they want African American Consumers • Free to live, dress, and look the way they want](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-19.jpg)
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 Copyright © Cengage Learning. All rights reserved. 12 | 19
![Asian American Consumers Fastest growing major subculture More diverse than Hispanic and Asian American Consumers • Fastest growing major subculture • More diverse than Hispanic and](https://slidetodoc.com/presentation_image/9f9825550b68e09c2b38d00544a6008f/image-20.jpg)
Asian American Consumers • Fastest growing major subculture • More diverse than Hispanic and African American • Strong Emphasis – Family – Tradition – Cooperation • Shop frequently Copyright © Cengage Learning. All rights reserved. 12 | 20
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