Transcript Chapter 4 Demographics and Social Stratification ed.

Chapter 4
Demographics and Social Stratification
Text: Consumer Behavior; Hawkins, Mothersbaugh and Best; 10th ed.
Can you guess which generation is the
highest prescription drug use?
 Mature market
 Generation x
 Generation y
 Millenials
 Can you guess what
percent in each
generation is on at
least one prescription
drug?
Demographics and Social
Stratification
 Population and Size
 Occupation
 Education
 Income
 Age
Understanding American Generations
A Generation or age cohort is a group of
persons who have experienced a common
social, political, historical, and economic
environment.
Cohort analysis is the process of
describing and explaining the attitudes,
values and behaviors of an age group as
well as predicting its future attitudes,
values, and behaviors.
Understanding American Generations
Pre-Depression
Depression
Baby Boom
Generation X
Generation Y
Millennials
Mature Market
Understanding American Generations
How to Target the Mature Market
Gerontographics has identified the following four segments of the
mature market:
- Healthy Indulgers (7 million, rapidly growing)
- Ailing Outgoers (18 million)
- Health Hermits (20 million)
- Frail Recluses (18 million)
4-6
Understanding American Generations
Baby Boom Generation: A Closer Look
Compared to prior generations, Boomers are:
Higher income, higher education
More tech savvy
Defining retirement differently
Boomers also are:
Strong market for “anti-aging” products, travel, and
financial services
Often alienated by overly “youth oriented” appeals in
ads
Understanding American Generations
Generation Xers: A Closer Look
Beyond the stereotype:
Stereotype – Xers as disenfranchised youth
Reality 1– Xers are more highly educated than
previous generations
Reality 2– Xer women are more highly educated than
Xer men
Reality 3– Xers are getting married, having families
and facing the time pressures associated with these
events
Reality 4– Reaching Xers requires special attention to
media, particularly online
Understanding American Generations
Generation Yers: A Closer Look
Interesting Facts About Gen Y:
Really Two Sub-Markets: Twenty-somethings and
Teens
Expected to have the highest education of previous
generations with incomes to follow
Very tech savvy with media options including Internet,
cell phones, and video games
A strong market for edgy and affordable products
Social Stratification
 Social Rank
 Social Class system
Social Structure in the United States
Social Standing is Derived and Influences Behavior
American Social Classes
 Upper-Upper Class
 Lower Upper Class
 Upper Middle Class
 Middle Americans
 Middle Class
 Working Class
 Lower Americans
 Upper-Lower Class
 Lower-Lower Class
The Measurement of Social
Class
 Two Basic Approaches:
 Single item Index
 Multi-item Index
Marketing Strategy
Considerations
 Should the marketer use
an overall measure of
social status or a
demographic variable?
 A product or brand may
have different meanings
for different social
strata.
 Different purchase
motivations for the same
product may exist
between social strata.