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Week 10 - Coggle Diagram
Week 10
Demographics influence on consumer behaviour
Age
Preferences change as consumers age
People from different age cohorts grew up in different contexts, experiencing different events and cultural phenomena
Implications for marketing: segmentation, targeting, positioning
Age cohorts
Generation Z
People born after 2000
Generation Y (Millenials)
Between early 80s and 2000
More than 20% of population in Australia
Media and tech savvy
Market savvy. (Knowledgeable about trends, brands and companies. Less likely to respond to marketing hype)
Less brand loyal
Use social media to influence others
Less wary of privacy intrusion
Generation X
People born between 1965 and the early 1980s
Baby Boomers
People born between 1945 and 1964
Seniors
before 1945
Gender
Traditionally, societies assigned certain traits and roles to males and females
Males
guided by agentic goals: stressing aggressivness, competitiveness, independence as traditional masculine traits. Men seen as the "breadwinners"
Women
guided by comunal goals: forming affiliations, fostering harmonious realtions with others, expected to be more emotional, submissive. Seen as housemakers
Shifting gender roles
Women attitudes towards careers, marriage, and the family; focus on independence.
Evolving concept of masculinity and toughness
Societal changes (dual career families, provisions for parental leave for both genders, pay equality
Ethnicity
Ethnic groups
: subcultures with a similar heritage and values
A significant proportion of Australian born oversees
Share values, beliefs, language, religion and experiences
200 community languages in Australia, 50 aboriginal languages
Acculturation: when members of a subculture learn to adapt to host culture
Implications for marketing
Sizeable ethnic market in Australia, with significant purchase power
Consumer behaviour differences between those born in Australia and those born oversees.
Five dimensions of culture
Hofstede's theory of cultural differences
Individualism - collectivism
Masculinity - femininity
High - Low uncertainty avoidance
High - Low power distance
Long - Short term orientation
Social class
The grouping of individuals to social status
Social Status is usually defined by one or more of the following demographic variables
Occupation
Education
Income
The social class structure of a society is influenced by degree of
Upward mobility (through education, more qualified jobs, etc)
Social Class fragmentation (the extent to which old social distinctions apprea)
Social Class Trends
As of 2015, 66% of Australians were middle class
However, percentage is declining
A trend towards a shrinking middle class, and less equality
Implications for marketing:
As middle class shrinks, retailers who target extremes (chanel, aldi) are more successful than those who market for the middle
Use products/brands as external signals for belonging to a particular social class
Conspicuous consumption: the goal is to make others envious, display wealth or power
Status symbols: the goal is to sugnal status, belonging to a desired social group
Minimalism: reaction to consumerism and materialism
Households
Types
Nuclear
Extended
De facto
Same sex
Single persons
Multi individual