10 personal characteristics age race gender each

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Personal characteristics – age, race & gender. Each customer possesses these as an individual. Since they are not unique to the individual, they are also termed group traits. 11
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Personal characteristics and customer roles: Characteristic User Payer Buyer Race For personal care items, customers seek products that are compatible with their skin and hair needs. Ethnic tastes in food, clothing , and homes differ Some minority groups seek social values as compensation Economic means are unevenly distributed across races and ethnic groups Race-based discrimination in credit limits affordability for some customers Many customers prefer ethnic stores and suppliers Race and ethnic group influence the preferred modes of interaction with vendors Gender Many products and services are gender specific, owing to either physiology or culture In some cultures, women might use emotional products more Gender roles may be the basis for allocating the payer role Gender roles may be the basis for allocating the buyer role Where gender roles include women in the workplace, women might seek convenience and time saving in shopping. In some cultures, men are still learning shopping skills Age Product / service usage in many categories is contingent on age Social and emotional values are more important for youth Product / service needs are influenced by the physical limitations related to aging (such as inability to lift heavy weights or read fine print) Age influences the amount of financial resources The payer’s role is more separate from the user’s among youth (dependent on parents) and the elderly (dependent on government for income) Elderly buyers need more service and convenience Word-of-mouth communication about shopping is highest among youth Older buyers (in both businesses and households) prefer to buy based on the relationship with the seller Race – genetic heritage group into which a person is born. Ethnic identity – ethnic heritage into which a person is born. If ethnic segments differ in their needs and values they should be treated differently by marketers. Gender identity – traits of femininity and masculinity. Gender roles can be described as the behaviours considered appropriate for males and females in a given society. Gender roles are ascribed roles and therefore based on an attribute over which the individual has little or no control. Achievement roles are based on the performance criteria over which the individual has some degree of control. Significant female market segments: 1. Traditional housewife 12
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2. Trapped housewife 3. Trapped working woman 4. Career working woman Major reasons for studying age and its impact on marketing: 1. The things that a person needs or wants change as their age changes.
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