Transcript Chapter 1 Consumers Rule

Chapter 15
Age Subcultures
By Michael R. Solomon
Consumer Behavior
Buying, Having, and Being
Sixth Edition
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Age and Consumer Identity
• Age Cohort:
– Consists of people of similar ages who have
undergone similar experiences.
• The Teen Market: Gen Y :
– Generation Y: Those born between 1977 and 1994
• Teen Values, Conflicts, and Desires:
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Autonomy vs. Belonging
Rebellion vs. Conformity
Idealism vs. Pragmatism
Narcissism vs. Intimacy
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Household Income by Age
Figure 15.1
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The U.S. Teen Population
Figure 15.2
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Spring Break
• A growing number of marketers are capitalizing on the
ritual of Spring Break to reach college students.
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Appealing to the Youth Market
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Tweens:
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Children aged 8 to 14
Speaking to Teens in Their Language:
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Rule 1: Don’t Talk Down
Rule 2: Don’t Try to be What You’re Not. Stay
True to Your Brand Image.
Rule 3: Entertain Them. Make it Interactive and
Keep the Sell Short.
Rule 4: Show That You Know What They’re
Going Through, but Keep it Light.
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Influencing Teens through Ads
• Marketers often
influence public policy
by creating messages
to influence behaviors
like smoking or drug
use. This mosaic was
used to promote
Lorillard Tobacco’s
Youth Smoking
Prevention Program.
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Yomag.net
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Japanese Children and Cell Phones
• Hip Japanese kids
have invented a new
way to send cell phone
messages. A
graphics- based
language called emoji
uses tiny images
instead of words.
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Youth Tribes
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Youth Tribes:
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Tribal phenomenon most pronounced among
young consumers
Products and services reinforce the notion of
belonging
Tribal phenomenon most pronounced in Japan
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Research Paper: Part 2
• Method
– How was the research conducted?
– Define your method. What is it? What is it
supposed to do? Why is it appropriate in this case?
– Where was the research conducted?
– Who were the subjects (%male/female).
– How many subjects?
– Describe your key measures.
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Research Paper: Part 2
• Results
• Surveys: Draw up tables first. Tell your story
from the tables. Report descriptive statistics,
mean differences, correlations (if you can).
• Focus Groups:
Construct Appendices around guiding
questions/themes. Appendix should consist
of relevant quotes to theme. Do not load up
your results section with quotes. Use maybe
1-2 quotes per theme in the text and refer me
to appendix for others.
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Research Project: Part 2
Interviews:
Similar to focus groups (1-2 extended quotes per
theme) but following a format of interviewer/subject
discussion (quotes will be extended to provide
context.) See Hirschman article (addiction) or
website. Also include a textual analysis (thick
description). Include appendices of some extended
quotes.
Ethnography:
Thick description of activities. Quotes and interviews
with informants where appropriate. Centered around
themes with observations (and quotes) backing the
themes.
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• Discussion
– One to two paragraphs. Very brief.
Restate key findings. Summarize key
findings. Do not describe general
implications or conclusions for
marketers, consumers or public policy
makers (that’s part 3 of your project).
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Researching the Youth Market
• Coolhunters:
– Kids in major markets like New York, LA, or
London who roam the streets to report back on
cutting-edge trends.
• Big (Wo)Man on Campus: We’re Talking To
You!
– Attractive market because they have yet to form brand
loyalties
– College students are tough to reach via conventional media
– Wall media: Advertising posters
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Generation X
• Baby Busters: “Generation X”:
– Generation X: The cohort of consumers born
between 1966 and 1976.
– Stereotyped inaccurately as alienated, cynical, and
lazy
– Advertising campaigns that tried to appeal to the
stereotype failed
– Actually an entrepreneurial generation
– Desire stable families after being latchkey children
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The Nostalgia Scale
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Baby Boomers
• Baby Boomers:
– People born between 1946 and 1965
– Sheer size of this generation has made it the source
of many cultural and economic changes
– More active and physically fit than previous
generations
– Baby boomlet: The new upsurge in the number of
children born in comparison to that of the original
“baby boom.”
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Pepsi
• This 1962 Pepsi ad
highlights the
emphasis on youth
power that began to
shape our culture as
baby boomers came
of age in the 1960’s.
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Botox for Boomers
• Many Boomers are
interested in
maintaining a youthful
appearance and will
go to great lengths to
preserve it. Botox
injections are the
newest craze.
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Too Much Botox =
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The Gray Market
• Gray Power: Seniors’ Economic Clout:
– Gray Market: Seniors impact the market place
– Account for more than half of all discretionary
spending in the U.S.
– In many product categories, seniors outspend other
age groups
• Understanding Seniors:
– Autonomy: Leading active lives and being selfsufficient
– Connectedness: Bonds with friends and family
– Altruism: Giving something back to the world
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The Gray Market (cont.)
• Perceived Age: You’re Only as Old as
You Feel:
– Chronological age: Actual number of years lived
– Perceived Age: How old a person feels
• Feel-age: How old a person feels
• Look-age: How old a person looks
– Many marketers emphasize product benefits rather
than age appropriateness
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Segmenting Seniors
• Typical Segmentation Bases:
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Chronological age
Age cohort
Current marital status
Health
Outlook on life
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Zoomers
• Sony sells about 1/3 of its products to consumers age
50 and older. The company is targeting mature
consumers with ads like this one that celebrate
“Zoomers” freedom.
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AARP
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Selling to Seniors
• Product Adaptations:
– Packages sensitive to physical limitations
– Serving sizes
• Mature Marketing Messages:
– Prefer ads that provide abundant information
– Not amused or persuaded by imagery-oriented ads
– Basic guidelines for advertising to the elderly:
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Simple language
Clear, bright pictures
Action attracts attention
Speak clearly, low word count
Single sales message emphasizing brand extensions for
familiarity
• Avoid extraneous stimuli
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Marketing Strategy and Consumer
Behavior
1-1
Outcomes
Individual
Firm
Society
Consumer decision process
Problem Recognition
Information Search
Alternative Evaluation
Purchase
Use
Evaluation
Marketing strategy
Product, Price, Distribution,
Promotion, Service
Marketing segmentation
Identify product-related need sets
Group Customers with similar need sets
Describe each group
Select attractive segment(s) to target
Marketing analysis
Company
Competitors
Conditions
Consumers
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights
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reserved.