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Chapter 12
Consumer Diversity
Learning Objectives~ Ch. 12
To understand:
1.The role of consumers’ age and marketing
2.The role of consumers’ gender and sexual
orientation and consumer behavior
3.Regional, ethnic, and religious influences on
consumer behavior and targeting specific groups
Consumer Diversity
U.S. Population by Age
Age & 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
Teen & Tween 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
Gen 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
How is Gen X different from Gen Z?
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
Baby Boomers & Marketing
Target for cars, housing, travel, entertainment,
recreation equipment, motor homes
Heavy consumers of financial services
Gourmet fast food
Comfortable clothing
Anti-aging products
Seniors
Over 65 years old
Women outnumber men
Reduced information processing skills
Susceptible to the “truth effect”
Tend to be brand loyal
Seniors & Marketing
Aging Population
– Health-related products/services
– Retirement communities
Marketing Communications
– Oldies radio
– Activity-specific publications & TV
– Lifestyle-related events
Specialized Sales and Promotion
This ad shows an elderly
gentleman enjoying his
retirement in a state of
financial freedom &
independence as a potential
result of long-term retirement
planning with Allianz.
Courtesy Allianz SE, Germany
This ad targets Baby
Boom & Senior men who
want to look younger but
not unrealistically younger.
The ad focuses on the
active lifestyle of older
Americans with a
surfboard.
Combe Incorporated
Gender/Sexual Orientation & CB
Sex Roles- Goals
– Agentic
– Communal
Gender & Sexual Orientation
– Masculine
– Feminine
– Androgynous
Differences in Acquisition & Consumption Behaviors
– Women = Deliberate, thorough research
– Men = Driven by themes, simple heuristics
An increasingly larger number
of marketers are beginning to
target gay and lesbian
consumers in their marketing
communications. This ad for
Paris-Las Vegas targets gay
men.
Courtesy Paris Las Vegas
Gender/Sexual Orientation & CB
Targeting Gender
– Men—More emotional/caring
– Women—Important/professional
Media Patterns
Targeting Gay/Lesbian Consumers
Regional Influences
Regions of U.S.
- Clustering
- PRIZM NE & Mosaic
Regions of World
Regions Across the World
Individualism vs. collectivism
Horizontal vs. vertical orientation
Masculine vs. feminine
Ethnic Influences
Ethnic Groups
Acculturation
Multicultural Marketing
Ethnic Subcultures in Nations
Ethnic Composition of Minors
Hispanic American Consumers
Acculturated
Bicultural
Traditional
Intensity of Ethnic Identification
Hispanic Americans are
one of the largest, most
diverse, and fastest
growing ethnic groups in
the United States. This
State Farm ad targets this
huge target market, which
is estimated to include over
42 million members.
Copyright State Farm Mutual Automobile Insurance Company 2008.
Used by permission.
African American Consumers
With rising incomes, want to preserve cultural
identity
Importance of style, self-image, & elegance
Asian American Consumers
Fastest growing major subculture
More diverse than Hispanic and African American
Strong Emphasis
– Family
– Tradition
– Cooperation
Shop frequently/luxury goods
Asian Americans,
particularly Chinese
Americans, represent
a large and lucrative
target market for many
businesses, including
Charles Schwab
investment services.
Reprinted with permission. Copyright ©2008 Charles
Schwab & Co. Inc.
Questions?