Transcript Demographics and Subculture

Demographics and Values
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U.S. values and implications
Demographic variables
Social stratification
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in the U.S.
in other cultures
Strategic implications
Values
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Other oriented
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Religious vs. secular
Sensual gratification
vs. abstinence
Postponed vs.
immediate gratification
Material vs. nonmaterial
Hard work vs. leisure
Active vs. passive
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Environment related
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Cleanliness
Tradition vs. change
Risk taking vs. security
Problem solving vs.
fatalistic
Admire vs. overcome
nature
Performance vs. status
More Values
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Other oriented
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Individual vs.
collective
Diversity vs. uniformity
Limited vs. extended
family
Youth vs. age
Competition vs.
cooperation
Masculine vs. feminine
Marketing Strategy and Values
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“Green” marketing
Cause-related marketing
Marketing to gay and lesbian consumers
Gender based marketing
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Issues in Demographics
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Population
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size: number of
individuals
distribution
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Structure
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across a geographic
region
rural, urban, or
suburban
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age
economic stratification
occupational
distribution
status/social class
Demographics: the
description of a population in
terms its size, distribution, and
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DEFINITION
structure.
Demographics helps
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Understand current
markets--demand for
products explained in
terms of personal
characteristics
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Predict future markets
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Population
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U.S.
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growing, fueled by
immigration rather
than birthrates
(implications)
shifting (away from
Midwest toward South,
Southwest)
highly mobile
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Germany
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declining (large
incentives given to
have children)
traditionally static
(immobile) but more
mobile now due to
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unification of East and
West Germany
opportunities with EC
Age
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“Graying” countries
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High birthrate areas
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Germany, Japan, U.S.
Africa, parts of Asia,
Latin America
Age group vs.
demand for products
(refer to section on
subculture)
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Income
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Income adjustments
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Taxes and other deductions
Benefits
Actual vs. subjective discretionary income
(SDI)
Income vs. willingness to spend
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Other Demographic Variables
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Occupation
Education
Ethnic group (refer to
section on subculture)
Religious groups
Geographic region
Social Class/Stratification
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In the U.S.
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often denied
not clearly defined but
clear differences in
individual
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status
income
power/privilege
In India
 traditionally defined by
rigid caste (now officially
outlawed but still in
practice)
 movement traditionally not
permitted
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In Britain
 class differences not
legally spelled out,
but accepted by
tradition
 class “consciousness”
 some upward
movement possible
Implications for Marketing
Strategy
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Positioning strategies
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Upward Pull
(opportunity to enjoy
pleasures of higher
class)
Appeal to newly
wealthy (ability to
enjoy better things in
life now)
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“At level’’--accurately
portray class standing