12. Subcultures & Consumer Behaviour

12. Subcultures & Consumer Behaviour

1. 1. What is subculture?

2. 5. Age

   • The generational markets
     • Tweens
     • Teens
     • Generation Y
       • The preferences of the youth
     • Generation X
     • Baby Boomers
       • Consumer characteristics of BBs

3. 3. Race & Language as subcultural influences

   • The changing racial profile of SA
     • The blacks
     • The coloureds
     • The Indians
     • The Whites

4. 6. The Black Diamonds

   • Rise of the Black Diamond class
     • Mzanzi youth
     • Start-me-ups
     • Buppies
     • Young fams - Twixters
     • Established fams

5. 7. Gender & the role of women in SA

   • How women are depicted in media & ads
   • Gender roles & CB
   • Consumer products & services & Gender roles
   • Segmenting the working woman market

6. 2. The impact of geography & region on subculture

   • Geography & regions

7. 4. Religion