Bài giảng Consumer Behaviour - Chapter 12 Australasian Society: Demographics and Lifestyles

Chapter 12 Australasian Society:  Demographics and LifestylesUse of demographic factorsAnticipating demographic shiftsSubcultures and their influence on behaviourChanging roles in societyLifestyle and how it is measuredPsychographics and its applications Using lifestyle and psychographics for market segmentation1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAustralasian Society: Demographics and LifestylesWhich demographic factors help marketersdescribe and understand the market segments?What is the importance of anticipating demographicshifts in society to develop marketing strategies?What are some impacts of changing roles (such as gender roles) on society? 2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAustralasian Society: Demographics and Lifestyles (cont.)What is the nature of lifestyle and how is it measured?What is the meaning of psychographics, andhow is it used to understand consumer lifestyleand consumption behaviour?How are lifestyle and psychographics used in market segmentation to develop marketingstrategies?3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsChanging Societal Factors Affecting Marketing StrategyDemographics (Overview)Population sizeAge structurePopulation distributionIncomeOccupationEducation5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDemographics: Population sizeWeb address for population clock:  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsProjected Age Structure for 2051Source: ABS file 3222.0 7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDemographics: Age Structure  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDemographicsPopulation distributionActual vs self-perceived age9Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsActual vs Self-Perceived AgeDemographics (cont.)Income / actual incomesDisposable incomes / buying powerOccupationsRegional influences e.g. industry shutdowns, etc.e.g. city vs country11Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDemographics (cont.)EducationIncrease during the 90s: about 30% more now with university degreesHuge increase in training: less ‘unskilled’ 12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsChanging Levels of EducationEthnicity and Country of Origin of AustralasiansEthnic marketsCountry of origin markets14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsSubcultures share many of the behaviours of the dominant culture as well as a set of unique behavioursAge SubculturesMature marketYouth market Generation XGeneration Y16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAds Appealing to the Baby-Boomer MarketAds Appealing tothe Baby-BoomerMarket (cont.)Gender RolesAscribed roles—an attribute over which the individual has little or no controlAchievement roles—based on performance criteria over which the individual has some degree of controlTraditional versus modern orientation19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMarketing Strategy and Gender RolesMarket segmentationProduct strategyMarketing communicationsRetail strategy20Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins The Nature of LifestyleLifestyle is the expression of the individual’s situation, life experiences, values, attitudes and expectationsIt is defined simply as how the individual lives‘Lifestyle’ has been used interchangeably with the term ‘psychographics’21Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDeterminants of LifestyleLifestyle and the Consumption ProcessContinuum for Lifestyle MeasurementsSeveral Components of AIO QuestionnairesVALS Lifestyle SystemVALS SurveyTry it for yourself!     27Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsRoy 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%)28Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsLifestyles and Marketing StrategyLifestyles and Marketing Strategy (cont.)Next LectureChapter 13:Household Structure and Consumption Behaviour31Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins