Lecture Consumer behaviour: Chapter 12 - Cathy Neal, Pascale Quester, Del Hawkins

This lecture demonstrates how demographics can be used in consumer behaviour. In this chapter, you will learn to: Use of demographic factors, anticipating demographic shifts, subcultures and their influence on behaviour, changing roles in society, lifestyle and how it is measured, psychographics and its applications, using lifestyle and psychographics for market segmentation.

Chapter 12 Australasian Society: Demographics and Lifestyles • Use of demographic factors • Anticipating demographic shifts • Subcultures and their influence on behaviour • Changing roles in society • Lifestyle and how it is measured • Psychographics and its applications • Using lifestyle and psychographics for market segmentation  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–1 Australasian Society: Demographics and Lifestyles • Which demographic factors help marketers describe and understand the market segments? • What is the importance of anticipating demographic shifts in society to develop marketing strategies? • What are some impacts of changing roles (such as gender roles) on society?  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–2 Australasian Society: Demographics and Lifestyles (cont.) • What is the nature of lifestyle and how is it measured? • What is the meaning of psychographics, and how is it used to understand consumer lifestyle and consumption behaviour? • How are lifestyle and psychographics used in market segmentation to develop marketing strategies?  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–3 Changing Societal Factors Affecting Marketing Strategy 12–4 Demographics (Overview) • Population size • Age structure • Population distribution • Income Occupation Education Copyrightê2004McGrawưHillAustraliaPtyLtd 125 Demographics: Population size Web address for population clock: http://www.abs.gov.au/Ausstats/abs%40.nsf/94713ad445  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–6 Projected Age Structure for 2051 Source: ABS file 3222.0  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–7 Demographics: Age Structure http://www.abs.gov.au/Ausstats/abs%40.nsf/e8ae5488b5 Copyrightê2004McGrawưHillAustraliaPtyLtd 128 Demographics Population distribution Actual vs self-perceived age  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–9 Actual vs Self-Perceived Age 12–10 Ads Appealing to the Baby-Boomer Market 12–17 Ads Appealing to the Baby-Boomer Market (cont.) 12–18 Gender Roles • Ascribed roles—an attribute over which the individual has little or no control • Achievement roles—based on performance criteria over which the individual has some degree of control • Traditional versus modern orientation Copyrightê2004McGrawưHillAustraliaPtyLtd 1219 Marketing Strategy and Gender Roles Market segmentation • Product strategy • Marketing communications • Retail strategy Copyrightê2004McGrawưHillAustraliaPtyLtd 1220 The Nature of Lifestyle Lifestyle is the expression of the individual’s situation, life experiences, values, attitudes and expectations • It is defined simply as how the individual lives • ‘Lifestyle’ has been used interchangeably with the term ‘psychographics’  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–21 Determinants of Lifestyle 12–22 Lifestyle and the Consumption Process 12–23 Continuum for Lifestyle Measurements 12–24 Several Components of AIO Questionnaires 12–25 VALS Lifestyle System 12–26 VALS Survey Try it for yourself! http://www.sric-bi.com/VALS/ presurvey.shtml  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–27 Roy Morgan Research’s Values Segment System: the Segments • • • • • • • • • • Young optimism (7%) Socially aware (11%) Something better (9%) Visible achievement (15%) Look at me (14%) Conventional family life (10%) Traditional family life (18%) Real conservatism (5%) A fairer deal (7%) Basic needs (4%)  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–28 Lifestyles and Marketing Strategy 12–29 Lifestyles and Marketing Strategy (cont.) 12–30 Next Lecture… Chapter 13: Household Structure and Consumption Behaviour  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12–31 ...  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12 21 Determinants of Lifestyle 12 22 Lifestyle and the Consumption Process 12 23 Continuum for Lifestyle Measurements 12 24 Several Components of AIO Questionnaires 12 25 VALS Lifestyle...  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12 28 Lifestyles and Marketing Strategy 12 29 Lifestyles and Marketing Strategy (cont.) 12 30 Next Lecture Chapter 13: Household Structure and Consumption...  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12 12 Changing Levels of Education 12 13 Ethnicity and Country of Origin of Australasians • Ethnic markets • Country of origin markets  Copyright ª 2004 McGraw­Hill Australia Pty Ltd  12 14