Chapter 12 Consumer Diversity Copyright Cengage Learning All

Learning Objectives 1. Consumer’s age and marketing. 2. Consumer’s gender and sexual orientation and

Chapter Overview: Consumer Diversity (Exhibit 12. 1) Copyright © Cengage Learning. All rights reserved.

U. S. Population by Age (Exhibit 12. 2) Copyright © Cengage Learning. All rights

How Age Affects Consumer Behavior • U. S. Age Trends – Teens and Generation

Today’s Teen Market • Purchasing Power = $108 Billion • World’s teens have similar

Generation X • • • Born between 1965 and 1976 49 million Fewer Xers

Baby Boomers • Born between 1946 and 1964 • 78 million • Influential consumer

Baby Boomers and Marketing • Target for cars, housing, travel, entertainment, recreation equipment, motor

Seniors (Gray Market) • • • Over 65 years old Women outnumber men Reduced

Gray Market and Marketing • Aging Population – Health-related products/services – Retirement communities •

Gender/Sexual Orientation and Consumer Behavior • Sex Roles- Goals – Agentic – Communal •

Gender/Sexual Orientation and Marketing Implications • Targeting Gender – Men—More emotional/caring – Women—Important/professional •

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

Regions Across the World • Individualism vs. collectivism • Horizontal vs. vertical orientation •

Ethnic Influences • • Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations Copyright

Ethnic Composition of Consumers Under 18 (Exhibit 12. 10) Copyright © Cengage Learning. All

Hispanic American Consumers • Acculturated • Bicultural • Traditional • Intensity of Ethnic Identification

African American Consumers • Free to live, dress, and look the way they want

Asian American Consumers • Fastest growing major subculture • More diverse than Hispanic and

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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

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

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 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 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 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 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 – 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

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

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

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 African American • Strong Emphasis – Family – Tradition – Cooperation • Shop frequently Copyright © Cengage Learning. All rights reserved. 12 | 20