年龄亚文化群(ppt 14页)(英文).ppt

1、Chapter 15,Age Subcultures,CONSUMER BEHAVIOR Fourth Edition Michael R. Solomon,Age and Consumer Identity,An Age Cohort consists of people of similar ages who have undergone similar experiences. Marketers need to know how to communicate with members of an age group in their own language. General mark

2、eting strategies often have to be modified to fit specific age groups. Adults over 30 are most susceptible to Nostalgia appeals, especially for items associated with childhood or adolescence.,Age and Consumer Identity,Teen Values and Conflicts,Teens use products to express their identities, explore

3、the world and their new-found freedoms in it, and rebel against their parents. Marketers often do their best to assist Teens in the above decisions. The five most important social issues for Teens are: AIDS, Race relations, Child abuse, Abortion, and The environment.,Teen Values and Conflicts,There

4、are Four Themes of Conflict Common to All Teens:,Rebellion Vs. Conformity Rebellion Against Social Norms but Want Acceptance,Idealism Vs. Pragmatism Must Reconcile How the World Should be With Reality,Narcissism Vs. Intimacy Obsessed With Appearance but Want Sincere Relationships,Autonomy Vs. Belong

5、ing,Appealing to the Teen Market,The Teen Age Group is Growing Nearly Twice as Fast as the General Population and is Expected to Number 30 Million by 2005.,Spend $3,000 Per Year,“Savvy” Consumers,“Consumers-in- Training”,Wary of “Lies and Hype”,Influence Parental Purchase Decisions,“Skippies”,Family

6、 Shoppers,Characteristicsof the Teen Market,Baby Busters: “Generation X”,46 Million Born Between 1960-1976,20s Busters Spend $125 Billion Yearly,Formidable Market Segment,Characteristics of “Generation X”,Many Diverse Segments,Sophisticated Shoppers,Purchasers of Beer, Fast Food, & Cosmetics,“Genera

7、tion X” Segments,Advertisers Spend $100 Million a Year to Influence Them,The College Market,Purchase $20 Billion Worth of Products a Year,Media Habits,Watch Less TV and Read Fewer Newspapers,Read College Newspapers,Reach Through Sampler Boxes,Use of Posters (Wall Media),Spring Break,Baby Boomers,Bab

8、y Boomers, those in their mid-thirties and fifties, exert the most impact on consumption patterns. The reason: Power in Numbers. The “Woodstock Generation” created a revolution in style, politics, and consumer attitudes. Consumers aged 35 to 44 spend the most on housing, cars, and entertainment. Con

9、sumers aged 45 to 54 spend the most of any age on food, apparel, and retirement programs. These consumers have created a new baby boom of their own called Baby Boomlets and they are part of a new emphasis on children and family.,The Gray Market,The Gray Market includes people over age 65 who head ov

10、er 18 million households. By 2010, one in every seven Americans will be over 65. The Gray Market is the second fastest growing segment, only behind the Baby Boomers. They control over 50% of all discretionary income and spend $60 billion annually. Most older people lead more active, multidimensional lives than we assume. T