CONSUMERS AND SUBCULTURES. What are some demographics. Age education occupation social class Ethnic group gender family size and composition distribution of population. So What Are demographics?. Objective Quantifiable Characteristics of a population
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Different segments have different consumption patterns
Money means different things to different segments
Our ideas about money affect our consumption behaviour
Consumers’ willingness to buy?
(1) a rating of business conditions in the household’s area,
(2) a rating of business conditions in six months,
(3) job availability in the area,
(4) job availability in six months, and
(5) family income in six months.
The Consumer Confidence Index fell to 92.8 in October 2004, down 3.9 points from 96.7 in Sept.. This is the third consecutive decrease for the index, which is at its lowest level in 7 months.
What are the implications for Marketers of automobiles?
Consumption growth displays a positive relation to the willingness to buy.
Confidence and willingness to buy varies by market segment and is usually higher among younger than older consumers
Willingness to buy by telephone
What are the typical factors that differentiate the social classes?
What sort of things does social class affect
I.e. Consumption behaviour
who spends how much and on what
How Money Will Be Spent
Credit Card Holder $96.00
Singapore Airlines (SIA) is planning to offer a first and business-class only flight to the United States in 2005. A first for Asia, SIA will be the second major airline in the world to go all-business class: about a year ago, Swiss PrivatAir started 'no coach' flights between Dusseldorf and Newark, on behalf of Lufthansa.
Lower classes generally focus on more immediate and more utilitarian needs
are often likely to approach consumption from a more aesthetic perspective
Your company, XYZ corp., manufactures inexpensive furniture and has targeted the less well off. In an effort to upgrade your image the company has decided to target higher-class consumers. What will the marketing implications be on the following.
Conspicuously consumed goods which are used to provide evidence of wealth
Why do some people feel the need for status symbols?
“Take a look at this status symbol”
“Wow you're going to attract attention opening this in public…”
When consumers deliberately mock a trend by carefully selecting products and consumption patterns that are not the current fashion or style.
Paper Denim Retro Torn Jeans $140.00
When too many others use or possess a status symbol such that it loses much of its former power
A distinct cultural group that exists as an identifiable segment within a larger, more complex society/culture
How do you distinguish one group from another?
Every consumer belongs to many subcultures
Whyhas Ethnic marketing become increasingly important to marketers who wish to maintain or increase market share?
Percentage of Visible Minority Population by All Age Groups, for Canada, Provinces, Territories and selected Census Metropolitan Areas, 1996 Census
Percentage of the Visible Minority Population Aged 0 to 24, for Canada, Provinces, Territories and selected Census Metropolitan Areas, 1996 Census
Problems Encountered by Canadian Marketers
A British ad for Tennent’s beer marketed to the East Asian community
Non-literal communications are least likely to connect, particularly with Asians
How many Asians would get the joke?
Who gets it?
“Yes, Yes, Yes
A totally organic experience”
To appeal to overseas Chinese, certain branches of TD Waterhouse keep fish tanks (A symbol of prosperity), stocked with 8 Goldfish (an auspicious number)
Assuming you are the marketing manager for Bell Mobility, how would you market to this group?