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Chapter 15 Age Subcultures


Chapter 15 Age Subcultures By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition Opening Vignette: Kurt How has Kurt spent his summer? – PowerPoint PPT presentation

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Title: Chapter 15 Age Subcultures

Chapter 15Age Subcultures
By Michael R. Solomon
Consumer Behavior Buying, Having, and Being Sixth
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?

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

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

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

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.

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.

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

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

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.

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?

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

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
  • Baby boomlet The new upsurge in the number of
    children born in comparison to that of the
    original baby boom.

  • 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.

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

Working Mother
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
  • Connectedness Bonds with friends and family
  • Altruism Giving something back to the world

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

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
  • 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.

  • 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.

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

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