消费基础及行为 14

ConsumerBehavior:Buying,Having,andBeingTwelfthEditionChapter13SubculturesCopyright©2017,2015,2013PearsonEducation,Inc.

AllRightsReserved.LearningObjectives(1of2)13.1Consumeridentityderivesfrom“we”aswellas“I”.13.2Ourmembershipsinethnic,racial,andreligioussubculturesoftenplayabigroleinguidingourconsumptionbehaviors.

13.3Marketersincreasinglyusereligiousandspiritualthemeswhentheytalktoconsumers.13.4

Ourtraditionalnotionsaboutfamiliesareoutdated.13.5Wehavemanythingsincommonwithothersbecausetheyareaboutthesameage.LearningObjectives(2of2)13.6Teensareanimportantagesegmentformarketers.13.7BabyBoomersarethemosteconomicallypowerfulagesegment.13.8Seniorsareamoreimportantmarketsegmentthanmanymarketersrealize.13.9Birdsofafeatherflocktogetherinplace-basedsubcultures.LearningObjective13.1Consumeridentityderivesfrom“we”aswellas“I”.SubculturesSocialidentityisthatpartoftheselfthatourgroupmembershipsdefine.Thecategoriesthatmatterinestablishingourconsumeridentityaresubcultures.TheContextofCultureHigh-ContextLow-ContextWhatisAcculturation?Acculturationoccurs,atleastinpart,withtheinfluenceofacculturationagents.FamilyFriendsChurchorganizationsMediaTheProgressiveLearningModelAssumesthatpeoplegraduallylearnanewcultureastheyincreasinglycomeintocontactwithitWhenpeopleacculturatetheywillblendtheiroriginalcultureandthenewoneConsumerswhoretainmuchoftheiroriginalethnicidentitydifferfromthosewhoassimilateIsEthnicityaMovingTarget?Defining/targetinganethnicgroupisnotalwayssoeasy(“meltingpot”society)DeethnicizationoccurswhenaproductweassociatewithaspecificethnicgroupdetachesitselffromitsrootsandappealstoothergroupsAfricanAmericansOverallspendingpatternsofblacksandwhitesareroughlysimilarHouseholdincomeandeducationallevelsrisingforAfricanAmericansDifferencesinconsumptionbehaviorssubtlebutimportantHispanicAmericans“Hispanic”=manydifferentbackgroundsHispanicsare:BrandloyalHighlyconcentratedgeographicallybycountryoforigin(easytoreach) DistinguishingCharacteristicsoftheHispanicMarketLookingforspirituality,strongerfamilyties,andmorecolorintheirlivesLargefamilysizeofHispanicmarketSpendmoreongroceriesShoppingisafamilyaffairRegardclothingchildrenwellasmatterofprideConvenience/savingtimeisnotimportanttoHispanichomemakerAsianAmericansMostaffluent,besteducatedMostbrand-consciousbutleastbrandloyalMadeupofculturallydiversesubgroupsthatspeakmanydifferentlanguages/dialectsForReflection

(1of9)Identifysomeofthesubculturestowhichyoubelong.Howdoyouidentifywiththesesubcultures?ForReflection

(2of9)Thoughthe“BigThree”areattractivesegmentsformarketerstoreach,whymighttheybedifficulttoapproach?ForReflection

(3of9)Identifyproductswhichhavebeendeethnicized.Howshouldtheseproductsbemarketednow?LearningObjective13.2Ourmembershipsinethnic,racial,andreligioussubculturesoftenguideourconsumptionbehaviors.ReligionandConsumptionOrganizedreligionandproductchoicesBorn-againconsumersIslamicmarketingEthnicandRacialSubculturesAnethnicsubcultureisaself-perpetuatinggroupofconsumerswhosharecommonculturalorgenetictieswherebothitsmembersandothersrecognizeitasadistinctcategory.IncountrieslikeJapan,ethnicityissynonymouswiththedominantculturebecausemostcitizensclaimthesameculturalties.ForReflection(4of9)Thinkofanexampleofaproductthatismarketedbasedonreligiousconsumption.ForReflection(5of9)Shouldmembersofareligiousgroupadaptmarketingtechniquesthatmanufacturerscustomarilyusetoincreasemarketsharefortheirproducts?Whyorwhynot?LearningObjective13.3Marketersincreasinglyusereligiousandspiritualthemeswhentheytalktoconsumers.TheFamilyUnitandAgeSubculturesFamilystructureExtendedfamilyNuclearfamilyVoluntarilychildlessDINKSBoomerangkidsSandwichgenerationFamilyLifeCycleFactorsthatdeterminehowcouplesspendmoney:WhethertheyhavechildrenWhetherbothspousesworkFamilylifecycle(FLC)conceptcombinestrendsinincomeandfamilycompositionwithchangeindemandsplacedonincome.VariablesAffectingFLCAgeMaritalStatusChildrenintheHomeAgesofChildrenintheHomeForReflection

(6of9)Forthefollowingproducts,discusshowhavingchildrenornotmightaffectthechoicesacouplemakes.Whatdosuchvariationsmeanformarketers?GroceriesCarsVacationsLearningObjective13.5Wehavemanythingsincommonwithothersbecausetheyareaboutthesameage.GenerationalCategoriesTheInterbellumGenerationTheSilentGenerationTheWarBabyGenerationTheBabyBoomGenerationGenerationXGenerationYGenerationZGenYandZFourbasicconflictsarecommonamongallteens:AutonomyversusbelongingRebellionversusconformityIdealismversuspragmatismNarcissismversusintimacyGettingtoKnowGenZBorninthelate1990’stoearly2000’sMostdiversegenerationDigitalnativesGettingtoKnowGenY“EchoBoomers”=“millennials”=GenYersMakeupone-thirdofU.S.populationSpend$170billionayearFirsttogrowupwithcomputersintheirhomes,ina500-channelTVuniverseLearningObjective13.6Teensareanimportantagesegmentformarketers.GenerationXConsumersbornbetween1966and1976Today’sGenXerisbothvalues-orientedandvalue-orientedDesirestablefamilies,saveportionofincome,andviewhomeasexpressionofindividualityLearningObjective13.7Babyboomerscontinuetobethemostpowerfulagesegmenteconomically.BabyBoomersConsumersbornbetween1946and1965ActiveandphysicallyfitCurrentlyinpeakearningyearsFood,apparel,andretirementprograms“Midlifecrisis”productsForReflection(7of9)WhatwillhappentothemarketsforproductslikeRestylaneastheBabyBoomerscontinuetoage?LearningObjective13.8Seniorscontinuetoincreaseinimportanceasamarketsegment.PerceivedAge:You’reOnlyasOldasYouFeelAgeismoreastateofmindthanofbodyPerceivedage:howoldapersonfeelsasopposedtohisorherchronologicalage“Feel-age”“Look-age”Theolderweget,theyoungerwefeelrelativetoactualageValuesofOlderAdultsAutonomy:wanttobeself-sufficientConnectedness:valuebondswithfriendsandfamilyAltruism:wanttogivesomethingbacktotheworldForReflection(8of9)Isitpracticaltoassumethatpeople60andoverconstituteonelargeconsumermarket(i.e.,thegraymarket)?Howcanmarketerssegmentthisagesubculture?LearningObjective13.9Birdsofafeatherflocktogetherinplace-basedsubcultures.Table13.1AComparisonofTwoDifferentYouth-OrientedPRIZMClustersSegment#4:YoungDigeratiSegment#24:Up-and-ComersTech-savvyconsumerswholiveintrendy

urbanneighborhoodsfilledwithfitnessclubs,

boutiques,andmicrobreweries.

Atransitionsegmentforyoung,middle-class

singlesbeforetheymarryandestablish

families.Primarilyliveinmid-sizecitiesand

includesmanyrecentcollegegraduateswho

areintoathleticactivities,technology,and

nightlife.

Muchmorelikelythantheaverageconsumerto:

ShopatBloomingdale’s

TraveltoAsia

ReadDwell

WatchIndependentFilmChannel

DriveanAudiA3Muchmorelikelythantheaverageconsumerto:

OrderfromP

TraveltoSouthAmerica