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Chapter 14

Age Subcultures

CONSUMER

BEHAVIOR, 9eMichael R. Solomon

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Chapter Objectives

When you finish this chapter, you shouldunderstand why:

People of about the same age have many

things in common. Teens are an important age segment for

marketers.

Baby boomers continue to be the mostpowerful age segment economically.

Seniors will increase in importance as amarket segment.

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Age and Consumer Identity

A consumers age exerts a significantinfluence on his/her identity

Age cohort (my generation)

Marketers target specific age cohorts Feelings of nostalgia

Our possessions let us identify with othersof a certain age/life stage

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Generational Categories

The Interbellum Generation

The Silent Generation

The War Baby Generation

The Baby Boom Generation

Generation X

Generation Y Generation Z

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Table 14.1 Nostalgia Scale

Scale Items

They dont make em like they used to.

Things used to be better in the good old days.

Products are getting shoddier and shoddier.

Technological change will ensure a brighter future (reverse coded).

History involves a steady improvement in human welfare (reverse coded).

We are experiencing a decline in the quality of life.

Steady growth in GNP has brought increased human happiness (reverse coded).

Modern business constantly builds a better tomorrow (reverse coded).

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Discussion

What are some poss ible market ingopportuni t ies present at reunion s?

What ef fects m ight at tending such an event

have on consumers self-esteem , bodyimage, and so on?

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The Youth Market

Teenage first used to describe youthgeneration in 1950s

Youth market often represents rebellion

$100 billion in spending power

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Figure 14.1 The U.S. Teen Population

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Teen Values, Conflicts, and Desires

Four basic conflicts common among allteens:

Autonomy versus belonging

Rebellion versus conformity Idealism versus pragmatism

Narcissism versus intimacy

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Getting to Know Gen Y

Echo Boomers =millennials = Gen Yers

Make up one-third of U.S.

population Spend $170 billion a year

First to grow up with

computers in their homes,in a 500-channel TVuniverse

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Discussion

Kids these days seem content to just hangou t, su rf the Net, IM w ith their fr iend s, and

watch mindless TV shows all day.

How accu rate is this statement?

This chapter descr ibes members o f Gen Y as

much more tradi t ional and team-or iented

than their older bro thers and s isters.

Do you agree?

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Rules of Engagement

Rule #1: Dont talk down

Rule #2: Dont try to be what youre not

Rule #3: Entertain them. Make it interactive

and keep the sell short

Rule #4: Show that you know what theyre

going through but keep it light

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Tweens

Children ages 8 to 14

Spend $14 billion a year on clothes, CDs,movies (feel-good products)

Exhibit characteristics of both children andadolescents

Victoria Secrets Pink lingerie line for

younger girls (Team Pink)

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Big (Wo)Man on Campus

College market is attractive Many students have extra cash/free time

Undeveloped brand loyalty

College students are hard to reach viaconventional media

Online advertising is very effective

Sampler boxes Wall media

Spring break beach promotions

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Researching the Youth Market

Research firms come up with innovativeways to tap teen desires

Coolhunters: kids in major markets who

roam urban streets and report back oncutting-edge trends

Teens as consumers-in-training

Brand loyalty develops duringadolescence

Teen influence of family purchasedecisions

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Discussion

If you were a market ing researcher assignedto study what products are cool, how

would you do th is?

Do you agree wi th the def in i tions of coolprovided by the young people in th is

chapter?

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Baby Busters: Generation X

Consumers born between1966 and 1976

Todays Gen Xer is both

values-oriented and value-oriented

Desire stable families,save portion of income,

and view home asexpression of individuality

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Baby Boomers

Consumers born between 1946 and 1965

Active and physically fit

Currently in peak earning years

Food, apparel, and retirement programs

Midlife crisis products

http://www.botox.com/

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The Gray Market

Traditionally neglected bymarketers

People are now living

longer/healthier lives Zoomers = active,

interested in life,enthusiastic consumers

with buying power Fastest growing group of

Internet users

http://www.seniornet.org/

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Perceived Age:Youre Only as Old as You Feel

Age is more a state of mind than of body

Perceived age: how old a person feels asopposed to his or her chronological age

Feel-age

Look-age

The older we get, the younger we feel relative

to actual age

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Values of Older Adults

Autonomy: want to be self-sufficient

Connectedness: value

bonds with friends andfamily

Altruism: want to givesomething back to the world

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Segmenting Seniors

Segmented by: Specific ages (50s, 60s,

70s)

Marital status Health and outlook on

life

Social aging theories: try tounderstand how societyassigns people to differentroles across life span

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Chapter Summary

People tend to have things in common withothers about their same age.

Teens, tweens, baby boomers, and seniors

are all important markets. Baby boomers continue to be the most

powerful segment.