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14-1Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter 14
Age Subcultures
CONSUMER
BEHAVIOR, 9eMichael R. Solomon
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14-2Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Chapter Objectives
When you finish this chapter, you shouldunderstand why:
People of about the same age have many
things in common. Teens are an important age segment for
marketers.
Baby boomers continue to be the mostpowerful age segment economically.
Seniors will increase in importance as amarket segment.
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Age and Consumer Identity
A consumers age exerts a significantinfluence on his/her identity
Age cohort (my generation)
Marketers target specific age cohorts Feelings of nostalgia
Our possessions let us identify with othersof a certain age/life stage
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14-4Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Generational Categories
The Interbellum Generation
The Silent Generation
The War Baby Generation
The Baby Boom Generation
Generation X
Generation Y Generation Z
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Table 14.1 Nostalgia Scale
Scale Items
They dont make em like they used to.
Things used to be better in the good old days.
Products are getting shoddier and shoddier.
Technological change will ensure a brighter future (reverse coded).
History involves a steady improvement in human welfare (reverse coded).
We are experiencing a decline in the quality of life.
Steady growth in GNP has brought increased human happiness (reverse coded).
Modern business constantly builds a better tomorrow (reverse coded).
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14-6Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion
What are some poss ible market ingopportuni t ies present at reunion s?
What ef fects m ight at tending such an event
have on consumers self-esteem , bodyimage, and so on?
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The Youth Market
Teenage first used to describe youthgeneration in 1950s
Youth market often represents rebellion
$100 billion in spending power
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Figure 14.1 The U.S. Teen Population
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Teen Values, Conflicts, and Desires
Four basic conflicts common among allteens:
Autonomy versus belonging
Rebellion versus conformity Idealism versus pragmatism
Narcissism versus intimacy
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Getting to Know Gen Y
Echo Boomers =millennials = Gen Yers
Make up one-third of U.S.
population Spend $170 billion a year
First to grow up with
computers in their homes,in a 500-channel TVuniverse
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14-11Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Discussion
Kids these days seem content to just hangou t, su rf the Net, IM w ith their fr iend s, and
watch mindless TV shows all day.
How accu rate is this statement?
This chapter descr ibes members o f Gen Y as
much more tradi t ional and team-or iented
than their older bro thers and s isters.
Do you agree?
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14-12Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Rules of Engagement
Rule #1: Dont talk down
Rule #2: Dont try to be what youre not
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
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Tweens
Children ages 8 to 14
Spend $14 billion a year on clothes, CDs,movies (feel-good products)
Exhibit characteristics of both children andadolescents
Victoria Secrets Pink lingerie line for
younger girls (Team Pink)
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Big (Wo)Man on Campus
College market is attractive Many students have extra cash/free time
Undeveloped brand loyalty
College students are hard to reach viaconventional media
Online advertising is very effective
Sampler boxes Wall media
Spring break beach promotions
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14-15Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall
Researching the Youth Market
Research firms come up with innovativeways to tap teen desires
Coolhunters: kids in major markets who
roam urban streets and report back oncutting-edge trends
Teens as consumers-in-training
Brand loyalty develops duringadolescence
Teen influence of family purchasedecisions
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Discussion
If you were a market ing researcher assignedto study what products are cool, how
would you do th is?
Do you agree wi th the def in i tions of coolprovided by the young people in th is
chapter?
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Baby Busters: Generation X
Consumers born between1966 and 1976
Todays Gen Xer is both
values-oriented and value-oriented
Desire stable families,save portion of income,
and view home asexpression of individuality
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Baby Boomers
Consumers born between 1946 and 1965
Active and physically fit
Currently in peak earning years
Food, apparel, and retirement programs
Midlife crisis products
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The Gray Market
Traditionally neglected bymarketers
People are now living
longer/healthier lives Zoomers = active,
interested in life,enthusiastic consumers
with buying power Fastest growing group of
Internet users
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Perceived Age:Youre Only as Old as You Feel
Age is more a state of mind than of body
Perceived age: how old a person feels asopposed to his or her chronological age
Feel-age
Look-age
The older we get, the younger we feel relative
to actual age
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Values of Older Adults
Autonomy: want to be self-sufficient
Connectedness: value
bonds with friends andfamily
Altruism: want to givesomething back to the world
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Segmenting Seniors
Segmented by: Specific ages (50s, 60s,
70s)
Marital status Health and outlook on
life
Social aging theories: try tounderstand how societyassigns people to differentroles across life span
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Chapter Summary
People tend to have things in common withothers about their same age.
Teens, tweens, baby boomers, and seniors
are all important markets. Baby boomers continue to be the most
powerful segment.