Consumer diversity

Consumer diversity

1. Age

   • Age trend
   • Generation Y
     • Consumers born between '79 and 94'
     • Characteristics
       • household purchases
       • financial independence
       • weekends shopping
         • socializing
   • Generation X
     • Consumers born between '65 and 76'
     • Characteristics
       • closer to parents
       • delay serious compromises
   • Baby boomers
     • Consumers born between '46 and 64'
     • Characteristics
       • great buying power
       • value individualism
       • segmented by life experiences
         • leading boomers(46'-50')
         • core boomers(51'-59')
         • trailing boomers(60'-64')
   • Seniors (over 65yo)
     • more women than men
     • simpler processing

2. Gender and Sexual orientation

   • Sex roles
     • Agentic roles
       • goals that stress
         • mastery
         • self-assertiveness
         • self-efficacy
         • strenght
         • no emotion
     • Communal roles
       • goals that stress
         • afiliation
         • fostering
         • submissiveness
         • emotionality
         • home orientation
   • Gender
     • Woman
       • decision making
         • high MAO
       • sensitive to
         • personally relevant info
         • relevant info to others
     • Men
       • decision making
         • low MAO
       • sensitive to
         • personally relevant info

3. Regional inlfuences

   • distinctive identities
     • based on
       • differing ethnic
       • cultural histories
   • Clustering
     • grouping consumers with common characteristics (statistial techniques)
     • defined by
       • income
       • education
       • age
       • attitudes/preferences
   • culture differs in
     • Individualism vs. collectivism
     • Horizontal vs.Vertical orientation
     • Masculine vs. feminine

4. Ethnic influences

   • Ethnic groups
     • Subcultures with similar heritage and values.
     • Intensity of ethnic identification
   • Acculturation
     • learning how to adapt to new culture
   • Multicultural marketing
     • strategies for a variety of cultures
   • in the US
     • Hispanic americans
       • mexican americans
       • puerto ricans
       • cuban americans
       • also
         • the acculturated
           • mostly ENG
         • the bicultural
           • ENG/ESP
         • the traditional
           • mostly ESP
     • African americans
     • Asian americans
       • emphasis on
         • family
         • tradition
         • cooperation

5. Religion

   • provides
     • beliefs
     • values
     • ties to bond plp
   • Catholics
   • Muslims
   • Jews
   • Cristians
   • Hindus
   • Mormons