Test 3 Slides - Segmentation and Psychographics Chapter 15...

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Segmentation and Psychographics Chapter 15 Dr. Caglar Irmak Fall 2010
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Age Cohorts Tweens (8-14 yrs old) Generation Y: 1979-1994 (Teens and 20-somethings) Generation X: 1965-1976 (30 and 40 yr olds) Baby Boomers: 1946-1964 (40 and 50 yr olds) Gray Market (consumers over 65)
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How Gender and Sexual Orientation Affect Consumer Behavior Sex Roles Have Changed Agentic Goals Goals that stress mastery, self-efficacy, strength and assertiveness, characterized as being emotionless Communal Goals Goals that stress affiliation and fostering harmonious, relations with others; characterized as being submissive, emotional, and home oriented
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Gender Biological state of being male or female Sexual Orientation A person’s preference toward certain masculine or feminine behaviors Gender vs. Sexual Orientation
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To Spend or Not to Spend Consumer demand for goods and services depends on both ability to buy and willingness to buy Discretionary spending = money left over after what’s required for a comfortable standard of living
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Social Class and its Components Occupational prestige Is stable over time and similar across cultures Single best indicator of social class Income Wealth is not distributed evenly across classes (top fifth controls 75% of all assets) Income per se is not often a good indicator of social class; it’s the way money is spent and not how much is spent
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Social Class Other Indicators of Social Class Inherited Status – status that derives from parents Earned Status – status acquired later in life through achievements
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How Social Class Influences Purchase Decisions Consumers perceive different products/ stores as appropriate for certain social classes Working class: sturdy, comfortable, and familiar products Affluent people: appearance/body image Diet foods/drinks
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How Does Social Class Affect Consumption? Conspicuous Consumption - the acquisition and display of goods and services to show off one’s status Conspicuous Waste – visibly buying products and services that one never uses
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Defining the Modern Family Extended family and nuclear family Just what is a household? Family household contains at least two people related by blood/marriage Divorces and separations are accepted in our culture: divorce rate in the US 55% Adult females are staying home with family/ children more (especially among best- educated/highest achieving women)
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Nontraditional Family Structures Voluntarily childless women and childless couples are attractive market segments Two-income couples without children are better educated and have more professional/managerial occupations
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Who’s Living at Home? Traditional extended family is alive and well
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This note was uploaded on 02/22/2011 for the course MKTG 351 taught by Professor Ashwani during the Fall '10 term at South Carolina.

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Test 3 Slides - Segmentation and Psychographics Chapter 15...

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