文档介绍：Age and Consumer Identity
An Age Cohort consists of people of similar ages who have undergone similar experiences.
Marketers need to know how to communicate with members of an age group in their own language.
General marketing strategies often have to be modified to fit specific age groups.
Adults over 30 are most susceptible to Nostalgia appeals, especially for items associated with childhood or adolescence.
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Age and Consumer Identity
Shared
Experiences
Shared
Memories
Nostalgia
Appeal
Age
Cohort
Identity
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Teen Values and Conflicts
Teens use products to express their identities, explore the world and their new-found freedoms in it, and rebel against their parents.
Marketers often do their best to assist Teens in the above decisions.
The five most important social issues for Teens are:
AIDS,
Race relations,
Child abuse,
Abortion, and
The environment.
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Teen Values and Conflicts
There are Four Themes of Conflict Common to All Teens:
Want Independence but
Need Support
Rebellion Vs. Conformity
Rebellion Against Social Norms but Want Acceptance
Idealism Vs. Pragmatism
Must Reconcile How the World Should be With Reality
Narcissism Vs. Intimacy
Obsessed With Appearance but Want Sincere Relationships
Autonomy Vs. Belonging
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Appealing to the Teen Market
The Teen Age Group is Growing Nearly Twice as Fast as the General Population and is Expected to Number 30 Million by 2005.
Spend $3,000
Per Year
“Savvy”
Consumers
“Consumers-in-
Training”
Wary of
“Lies and Hype”
Influence Parental
Purchase Decisions
“Skippies”
Family
Shoppers
Characteristicsof the Teen Market
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Baby Busters: “Generation X”
46 Million Born Between 1960-1976
20’s Busters Spend $125 Billion Yearly
Formidable Market Segment
Characteristics
of
“Generation X”
Many
Diverse Segments
Sophisticated
Shoppers
Purchasers of Beer, Fast Food, & Cosmetics
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“Gen