MGMT 105 Lecture Notes - Lecture 4: Asian Americans, Psychographic
Document Summary
In the past, ethnic groups in the united states were expected to conform to a homogenized, anglo-centric ideal. Increasing numbers of ethnic minorities and increased buying power have changed this. Companies must make products geared toward specific ethnic groups as they continue to expand. Largest ethnic markets are: hispanic americans, african. The flc is a series of stages determined by a combination of age, marital status, and the presence or absence of children. Consumption patterns among people of the same age and gender differ because they are in different stages of the family life cycle. Personality reflects a person"s traits, attitudes, and habits. Porsche buyers, or that people buy clothes they feel represent their personalities and give others an idea of who they are. Marketers might appeal to emotional, rational, or status motives, among others. For example: carmakers might appeal to consumers with status-related motives, whereas baby products appeal to emotional motives.
