Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–1 Chapter 12 Australasian Society: Demographics and Lifestyles Use of demographic factors Anticipating demographic shifts Subcultures and their influence on behaviour Changing roles in society Lifestyle and how it is measured Psychographics and its applications Using lifestyle and psychographics for market segmentation

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–2 Australasian Society: Demographics and Lifestyles Which demographic factors help marketers describe and understand the market segments? What is the importance of anticipating demographic shifts in society to develop marketing strategies? What are some impacts of changing roles (such as gender roles) on society?

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–3 Australasian Society: Demographics and Lifestyles (cont.) What is the nature of lifestyle and how is it measured? What is the meaning of psychographics, and how is it used to understand consumer lifestyle and consumption behaviour? How are lifestyle and psychographics used in market segmentation to develop marketing strategies?

12–4 Changing Societal Factors Affecting Marketing Strategy

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–5 Demographics (Overview) Population size Age structure Population distribution Income Occupation Education

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–6 Demographics: Population size Web address for population clock: 445ff1425ca af2/ ef7e25faaca25 68a900154b63!OpenDocument

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–7 Projected Age Structure for 2051 Source: ABS file

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–8 Demographics: Age Structure 8b598839cca /0cd69ef8568dec8eca 2568a !OpenDocument

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–9 Demographics Population distribution Actual vs self-perceived age

12–10 Actual vs Self-Perceived Age

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–11 Demographics (cont.) Income / actual incomes Disposable incomes / buying power Occupations Regional influences – e.g. industry shutdowns, etc. – e.g. city vs country

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–12 Demographics (cont.) Education Increase during the 90s: about 30% more now with university degrees Huge increase in training: less ‘unskilled’

12–13 Changing Levels of Education

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–14 Ethnicity and Country of Origin of Australasians Ethnic markets Country of origin markets

12–15 Subcultures… share many of the behaviours of the dominant culture as well as a set of unique behaviours

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–16 Age Subcultures Mature market Youth market – Generation X – Generation Y

12–17 Ads Appealing to the Baby-Boomer Market

12–18 Ads Appealing to the Baby-Boomer Market (cont.)

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–19 Gender Roles Ascribed roles—an attribute over which the individual has little or no control Achievement roles—based on performance criteria over which the individual has some degree of control Traditional versus modern orientation

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–20 Marketing Strategy and Gender Roles Market segmentation Product strategy Marketing communications Retail strategy

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–21 The Nature of Lifestyle Lifestyle is the expression of the individual’s situation, life experiences, values, attitudes and expectations It is defined simply as how the individual lives ‘Lifestyle’ has been used interchangeably with the term ‘psychographics’

12–22 Determinants of Lifestyle

12–23 Lifestyle and the Consumption Process

12–24 Continuum for Lifestyle Measurements

12–25 Several Components of AIO Questionnaires

12–26 VALS Lifestyle System

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–27 VALS Survey Try it for yourself! presurvey.shtml

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–28 Roy Morgan Research’s Values Segment System: the Segments Young optimism (7%) Socially aware (11%) Something better (9%) Visible achievement (15%) Look at me (14%) Conventional family life (10%) Traditional family life (18%) Real conservatism (5%) A fairer deal (7%) Basic needs (4%)

12–29 Lifestyles and Marketing Strategy

12–30 Lifestyles and Marketing Strategy (cont.)

Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins 12–31 Next Lecture… Chapter 13: Household Structure and Consumption Behaviour