Copyright © Cengage Learning. All rights reserved.12 | 1 Chapter 12 Consumer Diversity

12 | 2 Copyright © Cengage Learning. All rights reserved. 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.

12 | 3 Copyright © Cengage Learning. All rights reserved. Chapter Overview: Consumer Diversity (Exhibit 12.1)

12 | 4 Copyright © Cengage Learning. All rights reserved. U.S. Population by Age (Exhibit 12.2)

12 | 5 Copyright © Cengage Learning. All rights reserved. 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

12 | 6 Copyright © Cengage Learning. All rights reserved. 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

12 | 7 Copyright © Cengage Learning. All rights reserved. Generation X Born between 1965 and million Fewer Xers own homes Boomerang kids Cynical about obvious marketing Media: alternative radio, cable TV, concerts, sporting events, music publications, vacation spots

12 | 8 Copyright © Cengage Learning. All rights reserved. Baby Boomers Born between 1946 and million Influential consumer segment because of size and buying power Value individualism and freedom Segments: leading boomers, core boomers, and trailing boomers

12 | 9 Copyright © Cengage Learning. All rights reserved. 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

12 | 10 Copyright © Cengage Learning. All rights reserved. Seniors (Gray Market) Over 65 years old Women outnumber men Reduced information processing skills Susceptible to the “truth effect” Tend to be brand loyal

12 | 11 Copyright © Cengage Learning. All rights reserved. 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

12 | 12 Copyright © Cengage Learning. All rights reserved. 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

12 | 13 Copyright © Cengage Learning. All rights reserved. Gender/Sexual Orientation and Marketing Implications Targeting Gender –Men—More emotional/caring –Women—Important/professional Media Patterns Targeting Gay/Lesbian Consumers

12 | 14 Copyright © Cengage Learning. All rights reserved. Regional Influences Regions of U.S. - Clustering - PRIZM NE and Mosaic Regions of World

12 | 15 Copyright © Cengage Learning. All rights reserved. Regions Across the World Individualism vs. collectivism Horizontal vs. vertical orientation Masculine vs. feminine

12 | 16 Copyright © Cengage Learning. All rights reserved. Ethnic Influences Ethnic Groups Acculturation Multicultural Marketing Ethnic Subcultures in Nations

12 | 17 Copyright © Cengage Learning. All rights reserved. Ethnic Composition of Consumers Under 18 (Exhibit 12.10)

12 | 18 Copyright © Cengage Learning. All rights reserved. Hispanic American Consumers Acculturated Bicultural Traditional Intensity of Ethnic Identification

12 | 19 Copyright © Cengage Learning. All rights reserved. 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

12 | 20 Copyright © Cengage Learning. All rights reserved. Asian American Consumers Fastest growing major subculture More diverse than Hispanic and African American Strong Emphasis –Family –Tradition –Cooperation Shop frequently