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Chapter 15 Age Subcultures

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Title: Chapter 1 Consumers Rule Author: Clark Last modified by: Pearson Education Created Date: 6/1/2003 7:35:00 PM Document presentation format: On-screen Show – PowerPoint PPT presentation

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Title: Chapter 15 Age Subcultures


1
Chapter 15 Age Subcultures
By Michael R. Solomon
Consumer Behavior Buying, Having, and Being Sixth
Edition
2
Opening Vignette Kurt
  • How has Kurt spent his summer?
  • How would you describe Kurts attitude?
  • What is Pams frustration with Kurts behavior?
  • What is Pams perception of her generation in
    comparison with Kurts?

3
Age and Consumer Identity
  • Age Cohort
  • Consists of people of similar ages who have
    undergone similar experiences.
  • The Teen Market Gen Y Like Totally Rules
  • Generation Y Those born between 1977 and 1994
  • Teen Values, Conflicts, and Desires
  • Autonomy vs. Belonging
  • Rebellion vs. Conformity
  • Idealism vs. Pragmatism
  • Narcissism vs. Intimacy

4
Household Income by Age
Figure 15.1
5
The Nostalgia Scale
6
The U.S. Teen Population
Figure 15.2
7
Spring Break
  • A growing number of marketers are capitalizing on
    the ritual of Spring Break to reach college
    students.

8
Discussion Question
  • This ad for Prestige car stereos states,
    Research shows excessively loud car stereos are
    the number one annoyance to people over 40.
    Whatever.
  • What is the apparent strategy with this ad? Who
    is the target audience?

9
Appealing to the Youth Market
  • Tweens
  • Children aged 8 to 14
  • Speaking to Teens in Their Language
  • Rule 1 Dont Talk Down
  • Rule 2 Dont Try to be What Youre 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 Theyre Going
    Through, but Keep it Light.

10
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 Tobaccos Youth Smoking
    Prevention Program.

11
Yomag.net
12
Youth Tribes
  • Youth Tribes
  • Tribal phenomenon most pronounced among young
    consumers
  • Products and services reinforce the notion of
    belonging
  • Tribal phenomenon most pronounced in Japan
  • Techno-cultural suppleness A willingness to grab
    something new and use it for their own ends

13
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 Were 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

14
VIDEO Federated Direct
  • Federated Direct, which owns Bloomingdales and
    Macys, had to adjust its strategy because of the
    younger age of todays brides.

Click image to play video.
15
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.

16
Discussion Question
  • Calvin Klein has been criticized for its strategy
    of adolescent sexuality to promote its products.
    Likewise, Abercrombie Fitch was criticized for
    a line of thongs for preteen girls.
  • Why do companies engage in these obviously
    controversial tactics? Should there be penalties
    for engaging in this type of advertising?

17
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

18
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.

19
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 1960s.

20
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.

21
Working Mother
22
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
    self-sufficient
  • Connectedness Bonds with friends and family
  • Altruism Giving something back to the world

23
The Gray Market (cont.)
  • Perceived Age Youre 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

24
Segmenting Seniors
  • Typical Segmentation Bases
  • Chronological age
  • Age cohort
  • Current marital status
  • Health
  • Outlook on life
  • Social Aging Theories
  • Theories that try to understand how society
    assigns people to different roles across the life
    span.
  • Gerontographics
  • Divides the mature market into groups based on
    both levels of physical well-being and social
    conditions, such as becoming a grandparent or
    losing a spouse.

25
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.

26
AARP
27
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
  • Simple language
  • Clear, bright pictures
  • Action attracts attention
  • Speak clearly, low word count
  • Single sales message emphasizing brand extensions
    for familiarity
  • Avoid extraneous stimuli

28
Jockey Targets Seniors
  • Jockey Apparel is one of many advertisers that is
    increasingly featuring attractive older models in
    its ads.
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