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Transcript of Demographics
Definition - Age Cohorts?
Demographics - Age Cohorts & Social Class
Universal Pecking order
- Social class: the overall rank of people in a society.
- Homogamy: tendency to marry into a similar social class.
Social Class and Lifestyle:
Social class influences consumers lifestyle
Predictor of resources
Buying products and services to demonstrate their membership in specific social class
Buying to help their social standing
Achieved versus Ascribed status:
• Effects of social class on Purchase decisions:
Social Class is hierarchical:
Around the world:
Relation of Income to social class:
Targeting the poor:
Targeting the rich:
Class difference in world view:
A major social class difference involves the worldview of consumers.
Life span theories
Demography is the study of human population statistics, including size, age, sex, education, income, marital status, location, occupation, and other characteristics
-> measure to describe population health.
-> measures how long, on average, a person is expected to live based on current age
-> It is often expressed as the number of years of life a person born today is expected to live.
Life Expectancy in Australia:
-> Has improved in Australia in the last century
-> People born in 2010 - 2012 can expect to live around 25 years longer than people born in 1901 - 1910
-> boys born in 2010–2012 can expect to live to the age of 79.9 years
girls would be expected to live to 84.3 years
International comparison of life expectancy:
Did You Know?
• Life expectancy worldwide has risen on average by 4 months each year since 1970.
• Women tend to outlive men by 5 to 8 years in the countries with the highest life
expectancies, but by only 0 to 3 years in countries where life expectancy is low.
Erickson’s Lifespan Theory
infants learn to trust or mistrust based on the way they are treated by caregivers
Children as toddlers seek to have independence from parents and do tasks independently
Children at this age use fantasy, role-playing and make-believe to try out new roles and situations
At this stage, children are attending school and looking to build their competence at sport, cultural arts and academic pursuits
The teen years are known for the fear and the need to establish self-identity
At this stage the amount of time spent socializing with their friends starts to diminish due to increased adult responsibilities
at this age people become more concerned about the next generation either through their own children or by thinking broadly about future generations
This is a stage when a consumer may seek to write their memoirs to pass onto the next generation
Levinson's Seasons of Life
Early adult transition: 17-22 years. This typically involves leaving the family home and taking control of life
Getting into the adult world: 22-28 years. This stage involves forming an occupational structure and mature relationships
Age 30 Transitional period: 28-32years. People in this stage start to realize problems in their previous life structures and seek solutions
Settling down: 33-40 years. This is a period of stability for most people with any restructuring typically occurring in the previous stage
Age 40 Transitional period: 38-42. This is a period where many people feel unsettled in their lives. People experience the first signs of ageing and question their assumptions about life and their goals.
-> Out of all the factors that influence customers decision making behavior, one of the major factor is the gender
-> Men and women due to their different upbringing and socialization along with various other social, biological and psychological factors depict different types of behavior at various situations
-> Males and females want different products and they are likely to have different ways of liking and obtaining these
-> Wives were found to be dominant during the problem recognition and information search stage for “traditional” female products like home furnishing, appliances & cereals
-> Husbands were found to be more dominant in the information search stage for male dominated products like automobiles, television sets, razors, etc.
An age cohort consists of people of similar ages
who have undergone similar experiences
The Silent Generation (Grey market)
1. People born between the two World Wars, 1918-1938
2. Consumers want to lead active lives and be self-sufficient
3. Marketers neglected the elderly in their feverish pursuit of the Baby boomer
4. In the year 2010, l4 percent of Australians were 65 or older.
1. People born between 1946 and 1963
2. Intend to enjoy their retirement and spend their
money rather than leave it as a legacy to their children
3. Family responsibilities are important to Boomers
4. More tech savvy than previous generations.
1. Consumers born between 1964 and 1980.
2. They are highly educated even though they are
pessimistic, skeptical, disillusioned with everything.
3. Characterized as being the fear generation.
4. Generation X, multiculturalism and thinking globally
have become the norm.
Generation Y (Millenials)
1. People born between 1981 to 1995
2. 20% of population in Australia
3. Gen Y'ers tend to be more upbeat about their lives and prospects.
4. Tremendously Image driven - electronics decoration, piercing and tattoos.
1) Better memory for detailed information
2) Appreciate very fine distinctions such as; five different variations of shampoo
3) Prefer strong colors and evocative images
4) Prefer more feminine qualities in an advert such as; soft music.
Gender Differences - Women
1) Focus on one main object
2) Usually pick up on one or two very obvious kinds of cues
3) Want to see the big picture as they think in a more macro way
4) Enjoy humor in adverts and are usually more crude and aggressive
5) Sex in adverts sell to men
6) They find a 'chatty' style in adverts annoying. They prefer hard data and concise language
7) Do not really respond to any colors and images seem irrelevant
Gender Differences - Men
1. High spending power - more than $3 billion annually
2. Choosing activities, friends and clothes are important to them.
3. Marketers wants to attract them at a young age and earn loyalty
Shopping behavior difference between men and women:
- Profound impact with money
- Consumption choices reflects 'place' in the society.
1. They are very individualistic in their characteristics.
2. They have strong opinions and do not take suggestions well.
3. Accustomed to high-tech and multiple information sources
4. More imaginative and creative than the previous generations
1. One of the most active emerging market in recent years
2. New sweet spot in marketing.
3. Tweens exert pester power.
4. They are very perceptive of what’s desirable and what’s not in their social circle
1. Begins with those born after 2010
2. Expected to be the most formally educated generation in
3. Smarter, richer, healthier and lonelier
4. They will remain connected to a worldwide electronic
However, the other is football-orientated. Football has been a working class game since it started. Of course, it changed a bit, like everything, but still its major audience is lower, working and middle class. Other trait that suggest this audience is the ad's simple humour, which appeals to those groups the most.
As you saw, targeting by social-class can be used quite easily to appeal to different audiences, if needed. It's a common and widely-used technique in modern marketing. That's all for now, next post will probably be here later today.
Thank You :)
Purchase and display of products is not to enjoy them, but rather to let others know that we can afford them.
Significant impact of: