1、Chapter 15Age SubculturesCONSUMER BEHAVIORFourth EditionMichael R.SolomonAge and Consumer Identity An consists of people of similar ages who have undergone similar experiences.Marketers need to know how to communicate with members of an age group in their own language.General marketing strategies of
2、ten have to be modified to fit specific age groups.Adults over 30 are most susceptible to appeals,especially for items associated with childhood or adolescence.Age and Consumer IdentitySharedExperiencesSharedMemoriesNostalgiaAppealAgeCohortIdentityTeen Values and Conflicts use products to express th
3、eir identities,explore the world and their new-found freedoms in it,and rebel against their parents.Marketers often do their best to assist in the above decisions.The five most important social issues for are:AIDS,Race relations,Child abuse,Abortion,andThe environment.Teen Values and ConflictsThere
4、are Four Themes of Conflict Common to All:Want Independence but Need Support Rebellion Vs.Conformity Rebellion Against Social Norms but Want AcceptanceIdealism Vs.Pragmatism Must Reconcile How the World Should be With RealityNarcissism Vs.IntimacyObsessed With Appearance but Want Sincere Relationshi
5、psAutonomy Vs.BelongingAppealing to the Teen MarketThe is Growing Nearly Twice as Fast as the General Population and is Expected to Number 30 Million by 2005.Spend$3,000 Per Year“Savvy”Consumers“Consumers-in-Training”Wary of“Lies and Hype”Influence ParentalPurchase Decisions“Skippies”FamilyShoppersC
6、haracteristicsof the Teen Market Baby Busters:“Generation X”46 Million Born Between 1960-197620s Busters Spend$125 Billion YearlyFormidable Market SegmentCharacteristics of“Generation X”ManyDiverse SegmentsSophisticatedShoppersPurchasers of Beer,Fast Food,&Cosmetics“Generation X”SegmentsMost Pessimi
7、stic and Skeptical About the WorldTend to Espouse the Nonmaterialistic Valuesof the 60sBelieve in TraditionalGender Roles,Politically Conservative,and Least Accepting of MulticulturalismUpbeat,Optimistic Aboutthe Future,and Actively Striving for the AmericanDreamAdvertisers Spend$100 Million a Year
8、to Influence ThemThe College MarketPurchase$20 Billion Worth of Products a YearMedia HabitsWatch Less TV and Read Fewer NewspapersRead College NewspapersReach Through Sampler BoxesUse of Posters(Wall Media)Spring BreakBaby Boomers,those in their mid-thirties and fifties,exert the most impact on cons
9、umption patterns.The reason:Power in Numbers.The“Woodstock Generation”created a revolution in style,politics,and consumer attitudes.Consumers aged 35 to 44 spend the most on housing,cars,and entertainment.Consumers aged 45 to 54 spend the most of any age on food,apparel,and retirement programs.These
10、 consumers have created a new baby boom of their own called and they are part of a new emphasis on children and family.The Gray Market The includes people over age 65 who head over 18 million households.By 2010,one in every seven Americans will be over 65.The is the second fastest growing segment,on
11、ly behind the Baby Boomers.They control over 50%of all discretionary income and spend$60 billion annually.Most older people lead more active,multidimensional lives than we assume.Their economic health is good and getting better.80%own their own home.The Gray MarketAutonomyConnectednessAltruismPerson
12、alGrowthKeyValuesThat MotivateOlderConsumersSegmenting SeniorsOlder55-64Elderly65-74Very Old85+Aged75-84Subsegments of the Mature MarketGuideline for Effective Advertising to the ElderlyKeep Language SimpleUse Clear,Bright PicturesUse Action to Attract AttentionSpeak Clearly,and Keep Word Count LowUse Single Sales MessageAvoid Extraneous Stimuli
