consumer diversity - MKT 450: Consumer Behavior

U.S.: Actual and Projected Age Distribution

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

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Japan: Actual and Projected Population Figures

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

3

China: Actual and Projected Population Figures

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

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Age Distribution Across the U.S.

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

5

U.S. Teen Market • More skeptical about traditional branding, but brand preferences may nevertheless set in early • Emphasis on non-traditional media

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

6

Generation X (Born 1965-1979) • Considerable diversity in accomplishment • Less likely than previous generations to surpass parents in terms of living standards

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

7

Baby Boomers (Born 1946-1964) • Tend to have high levels of buying power • Have grown up with television and tend to watch more than other groups • Many are now retired • Sandwich generation: May be caring both for older children and their own parents

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

8

Seniors (65+): Gray Market • Many are still active and relatively healthy • Some are not into advanced information search (yet others have a great deal of time for online search)

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

9

Gender Issues • Current and traditional gender roles – U.S. – International variations

• Consumption practices • Consumer behavior

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

10

Gay and Lesbian Consumers • Increasing numbers of firms reaching out despite threats of boycotts – Targeted advertising

• Discrimination from other consumers

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

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MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

12

Geographical Diversity • Regional Differences – Traditional differences – Effects of mobility – Political • “Red” vs. “Blue” states (diversity within each state) • “God, Guns, and Guts” bumper stickers

• Community clustering – PRIZM system: Community characteristics by zip code • 66 “segments” • Based on Census data • Used by firms and U.S. military (“Guns & Pickup Communities”) MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

13

Ethnicity and Acculturation • Ethnic groups – Diversity within groups • Group differences (e.g., U.S. Mexican, Cuban, and Guatemala origin Latinos) • Individual variations

– Large impact of overall national identity – Considerable impact of ethnic identity (e.g., culture, religious beliefs as well)

• Acculturation: Process by which cultural characteristics are internalized over time – Reinforcement: Rewards and punishments for behavior (may be subtle) MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

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Hispanic American Consumers • Considerable diversity – Wide variation in English language usage—some may speak little English; some may speak little Spanish – Extent of identification – Subgroups based on national origin

• Overall label may not be meaningful – Variations within Spanish spoken

• Specific traditions—e.g., quinceañera

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

15

African American Consumers • Large variations (e.g., degree of interest in assimilation with the majority culture) • Media (e.g., BET) • Historical experience of discrimination – Discrimination was legal in the U.S. up until the 1960s – High rates of store mistreatment and suspicion of shoplifting although rates of shoplifting among African American consumers are actually lower than for other groups – Subtle and less subtle stereotypes

• Spending on housing is often disproportionately lower than income with spending diverted elsewhere MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

16

Asian American Consumers • Higher than average U.S. income (but large variations) • Large variations – Between specific groups (e.g., Chinese, Vietnamese, Korean) – Among individuals

MKT 450

CONSUMER DIVERSITY

Lars Perner, Instructor

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