solomon15.ppt 4241KB Sep 01 2008 12:50:46 AM

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Chapter 15 Age Subcultures

By Michael R. Solomon

Consumer Behavior

Buying, Having, and Being

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Opening Vignette: Kurt

• How has Kurt spent his summer?

• _{How would you describe Kurt’s attitude?}

• _{What is Pam’s frustration with Kurt’s}

behavior?

• _{What is Pam’s perception of her}

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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

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Spring Break

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• 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?

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Appealing to the Youth Market

• Tweens:

– _{Children aged 8 to 14}

• Speaking to Teens in Their Language:

– Rule 1: Don’t Talk Down

– _{Rule 2:}_{Don’t Try to be What You’re Not. Stay} True to Your Brand Image.

– _{Rule 3:}_{Entertain Them. Make it Interactive and} Keep the Sell Short.

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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 Tobacco’s Youth Smoking

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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}

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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: We’re Talking To}

You!

– _{Attractive market because they have yet to form brand}

loyalties

– _{College students are tough to reach via conventional media}

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VIDEO: Federated Direct

• _{Federated Direct,}

which owns

Bloomingdale’s and Macy’s, had to adjust its strategy because of the younger age of today’s brides.

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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

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• 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

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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}

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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

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Pepsi

• _{This 1962 Pepsi ad}

highlights the

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Botox for Boomers

• _{Many Boomers are}

interested in

maintaining a youthful appearance and will go to great lengths to

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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

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The Gray Market (cont.)

• Perceived Age: You’re 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

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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}

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Zoomers

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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

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Jockey Targets Seniors

• _{Jockey Apparel is one}

of many advertisers that is increasingly featuring attractive