U.S.: Actual and Projected Age Distribution
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
2
Japan: Actual and Projected Population
Figures
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
3
China: Actual and Projected Population
Figures
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
4
Age Distribution Across the U.S.
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
5
U.S. Teen Market
• More skeptical about traditional branding, but brand
preferences may nevertheless set in early
• Emphasis on non-traditional media
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
6
Generation X (Born 1965-1979)
• Considerable diversity in accomplishment
• Less likely than previous generations to surpass parents
in terms of living standards
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
7
Baby Boomers (Born 1946-1964)
• Tend to have high levels of buying power
• Have grown up with television and tend to watch more
than other groups
• Many are now retired
• Sandwich generation: May be caring both for older
children and their own parents
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
8
Seniors (65+): Gray Market
• Many are still active and relatively healthy
• Some are not into advanced information search (yet
others have a great deal of time for online search)
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
9
Gender Issues
• Current and traditional gender roles
– U.S.
– International variations
• Consumption practices
• Consumer behavior
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
10
Gay and Lesbian Consumers
• Increasing numbers of firms reaching out despite
threats of boycotts
– Targeted advertising
• Discrimination from other consumers
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
11
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
12
Geographical Diversity
• Regional Differences
– Traditional differences
– Effects of mobility
– Political
• “Red” vs. “Blue” states (diversity within each state)
• “God, Guns, and Guts” bumper stickers
• Community clustering
– PRIZM system: Community characteristics by zip code
• 66 “segments”
• Based on Census data
• Used by firms and U.S. military (“Guns & Pickup Communities”)
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
13
Ethnicity and Acculturation
• Ethnic groups
– Diversity within groups
• Group differences (e.g., U.S. Mexican, Cuban, and Guatemala origin
Latinos)
• Individual variations
– Large impact of overall national identity
– Considerable impact of ethnic identity (e.g., culture, religious
beliefs as well)
• Acculturation: Process by which cultural characteristics
are internalized over time
– Reinforcement: Rewards and punishments for behavior (may
be subtle)
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
14
Hispanic American Consumers
• Considerable diversity
– Wide variation in English language usage—some may speak
little English; some may speak little Spanish
– Extent of identification
– Subgroups based on national origin
• Overall label may not be meaningful
– Variations within Spanish spoken
• Specific traditions—e.g., quinceañera
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
15
African American Consumers
• Large variations (e.g., degree of interest in assimilation
with the majority culture)
• Media (e.g., BET)
• Historical experience of discrimination
– Discrimination was legal in the U.S. up until the 1960s
– High rates of store mistreatment and suspicion of shoplifting
although rates of shoplifting among African American
consumers are actually lower than for other groups
– Subtle and less subtle stereotypes
• Spending on housing is often disproportionately lower
than income with spending diverted elsewhere
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
16
Asian American Consumers
• Higher than average U.S. income (but large variations)
• Large variations
– Between specific groups (e.g., Chinese, Vietnamese, Korean)
– Among individuals
MKT 450
CONSUMER DIVERSITY
Lars Perner, Instructor
17