年龄亚文化群boak.pptx

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1、15-1Chapter 15Age SubculturesCONSUMER BEHAVIORFourth EditionMichael R.Solomon15-2Age and Consumer IdentityAn Age Cohort Age Cohort 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.Ge

2、neral marketing strategies often have to be modified to fit specific age groups.Adults over 30 are most susceptible to NostalgiaNostalgia appeals,especially for items associated with childhood or adolescence.15-3Age and Consumer IdentitySharedExperiencesSharedMemoriesNostalgiaAppealAgeCohortIdentity

3、15-4Teen Values and ConflictsTeensTeens use products to express their identities,explore the world and their new-found freedoms in it,and rebel against their parents.Marketers often do their best to assist TeensTeens in the above decisions.The five most important social issues for TeensTeens are:AID

4、S,Race relations,Child abuse,Abortion,andThe environment.15-5Teen Values and ConflictsThere are Four Themes of Conflict Common to All TeensTeens:Want Independence but Need Support Rebellion Vs.Conformity Rebellion Against Social Norms but Want AcceptanceIdealism Vs.Pragmatism Must Reconcile How the

5、World Should be With RealityNarcissism Vs.IntimacyObsessed With Appearance but Want Sincere RelationshipsAutonomy Vs.Belonging15-6Appealing to the Teen MarketThe Teen Age Group Teen Age Group is Growing Nearly Twice as Fast as the General Population and is Expected to Number 30 Million by 2005.Spend

6、$3,000 Per Year“Savvy”Consumers“Consumers-in-Training”Wary of“Lies and Hype”Influence ParentalPurchase Decisions“Skippies”FamilyShoppersCharacteristicsof the Teen Market 15-7Baby Busters:“Generation X”46 Million Born Between 1960-197620s Busters Spend$125 Billion YearlyFormidable Market SegmentChara

7、cteristics of“Generation X”ManyDiverse SegmentsSophisticatedShoppersPurchasers of Beer,Fast Food,&Cosmetics15-8“Generation X”SegmentsCynical Cynical DisdainersDisdainersMost Pessimistic and Skeptical About the WorldTraditionalTraditionalMaterialistsMaterialistsHippiesHippiesRevisitedRevisitedFifties

8、FiftiesMachoMachoTend 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 AmericanDream15-9Advertisers Spend$100 Million a Year to Influence

9、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 Break15-10Baby Boomers Baby BoomersBaby Boomers,those in their mid-thirties and fifties,exert the mo

10、st impact on consumption 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 retireme

11、nt programs.These consumers have created a new baby boom of their own called Baby Boomlets Baby Boomlets and they are part of a new emphasis on children and family.15-11The Gray MarketThe Gray Market Gray Market includes people over age 65 who head over 18 million households.By 2010,one in every sev

12、en Americans will be over 65.The Gray Market Gray Market is the second fastest growing segment,only 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

13、 good and getting better.80%own their own home.15-12The Gray MarketAutonomyConnectednessAltruismPersonalGrowthKeyValuesThat MotivateOlderConsumers15-13Segmenting SeniorsOlder55-64Elderly65-74Very Old85+Aged75-84Subsegments of the Mature Market15-14Guideline 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