1. Chapter 12
Consumer Diversity

2. Learning Objectives Consumer’s age and marketing.
Consumer’s gender and sexual orientation and consumer behavior.
Regional, ethnic, and religious influences on consumer behavior and targeting specific groups.

3. Chapter Overview: Consumer Diversity (Exhibit 12.1)

4. U.S. Population by Age (Exhibit 12.2)

5. 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

6. 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

7. Generation X Born between 1965 and 1976 49 million
Fewer Xers own homes
Boomerang kids
Cynical about obvious marketing
Media: alternative radio, cable TV, concerts, sporting events, music publications, vacation spots

8. Baby Boomers Born between 1946 and 1964 78 million
Influential consumer segment because of size and buying power
Value individualism and freedom
Segments: leading boomers, core boomers, and trailing boomers

9. 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

10. Seniors (Gray Market) Over 65 years old Women outnumber men
Reduced information processing skills
Susceptible to the “truth effect”
Tend to be brand loyal

11. 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. 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

13. Gender/Sexual Orientation and Marketing Implications
Targeting Gender
Men—More emotional/caring
Women—Important/professional
Media Patterns
Targeting Gay/Lesbian Consumers

14. Regional Influences Regions of U.S. Regions of World Clustering
PRIZM NE and Mosaic
Regions of World

15. Regions Across the World
Individualism vs. collectivism
Horizontal vs. vertical orientation
Masculine vs. feminine

16. Ethnic Influences Ethnic Groups Acculturation Multicultural Marketing
Ethnic Subcultures in Nations

17. Ethnic Composition of Consumers Under 18 (Exhibit 12.10)

18. Hispanic American Consumers
Acculturated
Bicultural
Traditional
Intensity of Ethnic Identification

19. 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

20. Asian American Consumers
Fastest growing major subculture
More diverse than Hispanic and African American
Strong Emphasis
Family
Tradition
Cooperation
Shop frequently