AgeSubcultures.ppt

Chapter15,AgeSubcultures,CONSUMERBEHAVIORFourthEditionMichaelR.Solomon,AgeandConsumerIdentity,AnAgeCohortconsistsofpeopleofsimilarageswhohaveundergonesimilarexperiences.Marketersneedtoknowhowtocommunicatewithmembersofanagegroupintheirownlanguage.Generalmarketingstrategiesoftenhavetobemodifiedtofitspecificagegroups.Adultsover30aremostsusceptibletoNostalgiaappeals,especiallyforitemsassociatedwithchildhoodoradolescence.,AgeandConsumerIdentity,TeenValuesandConflicts,Teensuseproductstoexpresstheiridentities,exploretheworldandtheirnew-foundfreedomsinit,andrebelagainsttheirparents.MarketersoftendotheirbesttoassistTeensintheabovedecisions.ThefivemostimportantsocialissuesforTeensare:AIDS,Racerelations,Childabuse,Abortion,andTheenvironment.,TeenValuesandConflicts,ThereareFourThemesofConflictCommontoAllTeens:,RebellionVs.ConformityRebellionAgainstSocialNormsbutWantAcceptance,IdealismVs.PragmatismMustReconcileHowtheWorldShouldbeWithReality,NarcissismVs.IntimacyObsessedWithAppearancebutWantSincereRelationships,AutonomyVs.Belonging,AppealingtotheTeenMarket,TheTeenAgeGroupisGrowingNearlyTwiceasFastastheGeneralPopulationandisExpectedtoNumber30Millionby2005.,Spend$3,000PerYear,“Savvy”Consumers,“Consumers-in-Training”,Waryof“LiesandHype”,InfluenceParentalPurchaseDecisions,“Skippies”,FamilyShoppers,CharacteristicsoftheTeenMarket,BabyBusters:“GenerationX”,46MillionBornBetween1960-1976,20sBustersSpend$125BillionYearly,FormidableMarketSegment,Characteristicsof“GenerationX”,ManyDiverseSegments,SophisticatedShoppers,PurchasersofBeer,FastFood,&Cosmetics,“GenerationX”Segments,AdvertisersSpend$100MillionaYeartoInfluenceThem,TheCollegeMarket,Purchase$20BillionWorthofProductsaYear,MediaHabits,WatchLessTVandReadFewerNewspapers,ReadCollegeNewspapers,ReachThroughSamplerBoxes,UseofPosters(WallMedia),SpringBreak,BabyBoomers,BabyBoomers,thoseintheirmid-thirtiesandfifties,exertthemostimpactonconsumptionpatterns.Thereason:PowerinNumbers.The“WoodstockGeneration”createdarevolutioninstyle,politics,andconsumerattitudes.Consumersaged35to44spendthemostonhousing,cars,andentertainment.Consumersaged45to54spendthemostofanyageonfood,apparel,andretirementprograms.TheseconsumershavecreatedanewbabyboomoftheirowncalledBabyBoomletsandtheyarepartofanewemphasisonchildrenandfamily.,TheGrayMarket,TheGrayMarketincludespeopleoverage65whoheadover18millionhouseholds.By2010,oneineverysevenAmericanswillbeover65.TheGrayMarketisthesecondfastestgrowingsegment,onlybehindtheBabyBoomers.Theycontrolover50%ofalldiscretionaryincomeandspend$60billionannually.Mostolderpeopleleadmoreactive,multidimensionallivesthanweassume.The