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subculture (ethnicity (access to ethnic press & audiences
for ESB,…
subculture
ethnicity
access to ethnic press & audiences
for ESB, gift buying= high involvement activity
reflect ethnic and cohort differences
planning an ethnic-specific campaign
1) cannot assume homogeneous community
2)cannot assume all people are literate in their 1st language
3) cannot assume NESB advertisements will be attended to
4) campaigns needs to be consistent across all media
5) back-translation to check accuracy and appropriateness
symbols and colours can affect acceptance
Asian-Australian consumers- value close knit family,formal education & personal achievement
Vietnamese-American: man decides for large purchases, frown credit as negative view of owing money
Chinese-American: husband and wife share decision making
Aboriginal & Torres Strait Islanders- economic disadvantage,less likely to attend university & low use of consumer items,ensure commercial has no person who died
Maori- own assets in land,fishing and forestry, use non-print media (radio), collective decision making, family first,focus on building long term r/s rather than mass media or direct mail
age
Gen Y - 1980-1994: children of baby boomers- open to change, tech savvy, disloyal to brands but loyal to r/s
Gen X - 1965 to 1979: more educated but less likely to own a home, slower to start family, spend more on recreation,non good savers. value for $ is important, ads stress credibility and naturalness of ingredients (health conscious)
Gen Z - 1995-2010: work in service industries, more likely to be obese, financially endowed and live longer in family home, tend to overspend and get into debt.
Baby Boomers- 1946 to 1964: retirement age,peak affluence, trying hard to look & feel young, spend on leisure & travel, brand loyal.
Elderly consumers- feel,look,do,interest age.
new age elderly vs traditional elderly
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women
Stay-at-home housewives, plan-to-work housewives, just-a-job working women & career-oriented working women
spend less time shopping, evening hours & weekends, everyday items-swap stores at their convenience, key items- brand and store loyal, less likely to be price conscious
religion
products symbolically and ritualistically associated with celebrations & events e.g. stockings, christmas tree, halal & kosher labelled food.
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race
recently arrived groups younger and less affluent, work in lower status jobs and early in FLC
Gender
gender roles fading, marketers must consider perceived gender identity of product category in developing ad campaigns
consumers are simultaneously members of more than one segment, marketers should strive to understand how multiple subcultural memberships interact & promotional strategies should not limit to a single subcultural membership