consumer diversity

Module 12 Overview

• Discussing two key chapters: Consumer Diversity and Household & Social Class Influences within Consumer Culture.

• Key concepts include:

  • Birth cohorts

  • Gender and sexual orientation

  • Regional, ethnic, and religious influences

Understanding Consumer Diversity

• Generational Cohort Theory: Classification based on birth years leading to similar values and behaviors.

• Categories:

  • Silent Generation: 1928-1945

    • Average age: 75-80

    • Characteristics: Heuristic processing, lesser tech familiarity, prefer limited assistance.

    • Popular Brands: Amazon, Kroger, Safeway, Apple.

  • Baby Boomers: 1946-1964

    • Characteristics: Financial resources, instant gratification, individualism, susceptibility to scams.

    • Popular Brands: Target, Talbots, Nike, Apple.

  • Generation Y (Millennials): 1981-1996

    • Characteristics: Digital pioneers, seek immediacy and entertainment, higher emphasis on home ownership.

  • Generation Z (Zoomers): 1997-2012

    • Characteristics: Desire for autonomy, diverse preferences, significant social media influence.

    • Popular Platforms: YouTube, Google, Netflix, Amazon.

  • Generation Alpha: Born after 2012

    • Characteristics: Focus on sustainability, mental health, and social cohesion; influence parents' purchasing behaviors.

Marketing to Younger Generations

• Build brand awareness and position products as helpful.

• Innovate marketing language to avoid outdated perceptions.

• Identify effective mediums for outreach and engage through special events.

Gender Identity and Orientation

• Difference Between Gender and Sex: Sex is biological; gender identity is psychological.

• Cultural Norms:

  • Historical roles: Males - mastery and assertiveness; Females - affiliation and harmony.

  • Changing gender roles due to technological advancement.

• Marketing Considerations:

  • Be gender-inclusive and avoid stereotypes.

  • Tailor marketing strategies according to gender needs/preferences.

Consumer Behavior by Gender

• Women:

  • Seek detailed information, respond better to personalized offers.

• Men:

  • More selective information processing, respond to loyalty programs emphasizing status.

• Target product development based on broad inclusiveness or narrowly defined segments.

Regional Influences on Consumption

• Importance of understanding regional differences (e.g., preferences, access to brands).

• Sampling methods:

  • Clustering for representative data collection across diverse U.S. regions.

• Cultural measures:

  • Individualism vs. Collectivism

  • Horizontal vs. Vertical orientation

  • Masculine vs. Feminine cultures

Ethnicity and Religion in Marketing

• Ethnicity: Shared heritage influencing consumer behavior.

  • Bicultural Consumers: Merged values from two cultures.

• Marketing Strategies:

  • Focus on multicultural marketing to address diverse cultural needs.

• Three Main Ethnic Groups in the U.S.:

  • Hispanic and Latino: Tailor offerings, use Spanish media, invest in community-focused advertising.

  • Black and African American: Develop culturally relevant offerings using relatable representation.

  • Asian American: Tech-savvy, utilize online channels for marketing strategies.

Religious Influences on Consumption

• Religion can guide consumer choices and product acceptance.

• Faith-based Marketing: Align products/services with religious values and traditions.

• Understand and respect consumer beliefs in marketing communications.