CB SESSION 9 AGE SUBCULTURES

CB SESSION 9 AGE SUBCULTURES - Age Subcultures CONSUMER...

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shaping success in business and finance Age Subcultures 14-1 CONSUMER BEHAVIOR
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shaping success in business and finance Objectives When you finish this lecture, you should understand 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 most powerful age segment economically. Seniors will increase in importance as a market segment. 14-2
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shaping success in business and finance Age and Consumer Identity A consumer’s age exerts a significant influence on his/her identity- the big part of our identity Age cohort (“my generation”) Marketers target specific age cohorts Feelings of nostalgia Our possessions : need to identify with others of a same age/life stage 14-3
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