Chapter 15 AGE, GENDER, AND HOUSEHOLD INFLUENCES

Chapter Overview Gender –Differences in values and info processing Household –Types and trends –Roles of members Age –Consumer life cycle –Generational differences –Development of brand loyalty

Gender and Consumption Traditional Sex Roles Dynamic Sex Roles –varies across cultures and time –“metro-sexual” and “uber-sexual” General Acquisition & Consumption Behaviors Targeting by Gender

Household Influences Families & Households Family Life Cycle Changing Household Structure Family decision making and roles

Families & Households Family –nuclear –extended Household –Single person (possibly divorced) living alone –Nonmarried with nonfamily roommates –Married couple; child free –Married couple; minor children –Single parent with children –Other (e.g., adult children living with parents; gays and lesbians; siblings living together) –Combinations/”Reconstituted” families

“Traditional” Family Life Cycle Singles (unmarried, living away from parents) Newly married, no kids Married, kids under 10 Married, all kids over 10 (still live at home) Older married, no kids at home (all moved away) Senior citizens (married/widowed)

Some Common Transitions MARRIED COUPLE ; NO CHILDREN MARRIED COUPLE ; CHILDREN MARRIED COUPLE ; CHILDREN LEFT SINGLE PARENT ; MINOR CHILDREN “RECONSTITUTED” FAMILIES ; POSSIBLE NEW CHILDREN OR ONES FROM PRIOR MARRIAGE SINGLE ; ALONE OR WITH ROOMMATES

The Changing Household Structure--Contributing Forces Delayed marriage Dual-career/dual-employed families Fewer (and delayed) children

Family Decision Making and Key Roles DECIDER BUYER USER INFLUENCER GATEKEEPER SWISS!

Age Group Markets Children/Preteens Young Teens Generation Y ( ) *missing from Textbook* Generation X ( ) Baby Boomers ( ) G Generation (1945 or earlier) –“young again” (really 60-70) –the gray market (over 70)

Children/Preteens Heavily influenced by parents and family but…... Significant influence by peers Frequently heavily exposed to TV and associated role models

Young Teens Significant discretionary spending power (frequently have income with modest expenses) Influence on family purchases Strong peer influence Opportunities for experimentation with products

Generation Y Many of YOU Significant discretionary spending power (frequently have income with modest expenses) Strong peer influence Very little brand loyalty “Twixters” “Echo Boomers”

Generation X Generation after baby boomers (born ) “Boomerang Kids” Many still in “experimental” stage Often more cynical and less brand loyal

Baby Boomers Born 1946 to 1964 Frequently entering prime earning power Blend of “me” generation and traditional values 46% have college degree Two thirds of wives work

G Generation: “Young Again” Aging baby boomers Active lifestyles –travel, etc. Many have significant assets built up Empty nest

G Generation: “The Gray Market” Very diverse--some members fit stereotype; some do not Wide disparity in income Parents lived through Depression  value thrift, savings

Age, Gender & Household Individual Application Exercise Consider your age “category” and provide one example as to how your consumption is different from someone in a different age category. Consider your gender and provide one example as to how your consumption is different from someone of the opposite sex. Consider your household situation growing up and provide one example as to how your family consumption was different from someone with a different household structure.

Chapter 15 Review Age –Seven age groups Gender Influences Household Influences