Consumer Behavior J' Schreiber

1
Consumer BehaviorJ. Schreiber

• Chapter Four (Hawkins)
• American Demographics

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Demographics and Social Stratification

• Population and Size
• Occupation
• Education
• Income
• Age

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Population and Size

• Population of the U.S.
• Approximately ____ million today
• Expected to surpass ____ million by 2015
• Population has ____________ since 1960
• Despite a __________________
• Due to

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Occupation

• Occupation - probably the ________________________
  __ we use to initially evaluate and define
  individuals.
• Ones occupation provides ____________________.
• _________ one does _________________________
  with over time directly influence one's

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Education

• Approximately ___ of Americans have a high
  school degree, and ___ have completed college.
• Education is increasingly critical for a
  _____________________.
• Traditional high-paying manufacturing jobs that
  required relatively little education are
  _____________________.

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Education

• High-paying jobs in manufacturing/service sectors
  today require ____________________________________
  ___________________________________.
• Since individuals tend to have spouses with
  similar education levels, these differences are
  ___________________________________.

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Income

• HHs income level, combined with its accumulated
  wealth, determines its _____________________.
• Income enables purchases but does not generally
  ________________________.
• Occupation and education directly influence
  preferences for __________________________________
  _____________________________________.

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Income

• Therefore, income by itself - is generally not
  that effective ________________________.
• How _______________ may be as important as actual
  income for some purchases.
• ______________________________ is an estimate by
  the consumer of how much money he/she has
  available to spend on nonessentials.

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Age

• Our age shapes
• Age carries with it culturally defined
  _____________________________, which affect our
  self-concepts and lifestyles.

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Understanding American Generations

• A Generation or age cohort is a group of persons
  who have experienced a common ____________________
  ________________ environment.
• Cohort analysis is the process of describing and
  explaining the ___________________________ of an
  age group as well as _____________________
  attitudes, values, and behaviors.

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Understanding American Generations

• Pre-Depression
• Depression
• Baby Boom
• Generation X
• Generation Y
• Millennials

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Pre-Depression

• The Pre-Depression Generation is composed of
  those individuals born ________, living through
  the _____________, and witnessing radical
  ____________________________ change throughout
  their lives.
• As a group, they are ___________ and concerned
  with __________________ security.
• This generation of some ___ million Americans is
  part of a broader category of consumers called
  the ____________ (age 55).

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Depression

• The Depression Generation is composed of
  approximately 32 million individuals who were
  born between ____________. They were small
  children during the Depression or WWII and
  matured during the _________________________ and
  early 1960s. They invented __________ and grew
  up with music and _________ as important parts of
  their lives.
• Marketers target this segment utilizing themes
  associated with an __________ and breaking with
  ___________________ of older consumers .

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Baby Boom

• The Baby Boom Generation refers to those
  individuals born during the ______________________
  ___ between the end of __________. There are
  almost 80 million baby boomers, which is
  substantially more than the ______________________
  ____.
• Baby boomers were heavily influenced by the
  __________________________________________________
  __________________________________________________
  __________________________________________________
  ______________.

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Baby Boom Generation A Closer Look

• Compared to prior generations, Boomers are
• Boomers also are
• Strong market for ________________________________
  ________
• Often alienated by ______________________ appeals
  in ads

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Generation X

• Generation X (45 million) was born between
  _________________.
• Xers matured during __________________________ in
  the U.S.
• First generation to be raised by
  _________________________, with 40 spending at
  least some time in ________________________
  before age 16.

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Generation Xers A Closer Look

• Beyond the stereotype
• Stereotype Xers as _______________ youth
• Reality 1 Xers are more _____________ than
  previous generations
• Reality 2 Xer _______ are more highly educated
  than Xer ____
• Reality 3 Xers are getting married, having
  families and __________________ associated with
  these events
• Reality 4 Reaching Xers requires special
  attention to _________________________

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Generation Y

• Generation Y, or ____________ generation, account
  for 71 million Americans. They are the children
  of the original ______________ and were born
  between __________________.
• Gen Y is characterized by a strong sense of
  ________________________________.
• They are _________________________________________
  ________________________________________.
• It is a _____________ generation, with African
  American and Hispanic teenagers often being the
  _________________.

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Generation Yers A Closer Look

• Interesting Facts About Gen Y
• Really Two Sub-Markets _________________________
  _____________
• Expected to have the highest __________ of
  previous generations with _________ to follow
• Very _____ savvy with ______________ including
  Internet, cell phones, and video games
• A strong market for ____________ with brands like
  Toyota creating edgy and affordable models such
  as the ________________________

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Millennials

• Millennials, the newest generation, was born
  _________, with an estimated 62 million people by
  2010.
• It is generally _______________ Millennials, but
  they will likely continue trends in increased
  _______________________ usage.
• Marketers are increasingly targeting older
  Millennials, known as _________ (age 8-14), going
  after __________________________.