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Chapter 14 Age Subculture.docx

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Ryerson University
MKT 400
Melanie Dempsey

MKT400 Understanding Customers and the New Media CHAPTER 14 Age Subculture SUBCULTURES, MICROCULTURES, AND CONSUMER IDENTITY  Subculture: group whose members share beliefs and common experiences that set them apart from others o Subculture identities, such as age, ethnic background or region, influence everyday experiences and consumption preferences  Microculture: communities of consumers who participate in or otherwise identify with specific art forms, popular culture movements, hobbies, and so on AGE AND CONSUMER IDENTITY  Age cohort: a group of consumers of the same or approximate age who have undergone similar experiences o Share common memories about cultural heroes and important historical events o Useful to segment markets by age categories with labels such as tweens, Generation Y, Generation X, baby boomers, and the grey market  Marketers target products and services to a specific age cohort because our possessions play a key role in letting us identify with others of a certain age and express the priorities and needs we encounter at each life stage  Multigenerational marketing strategy: use imagery that appeals to consumers from more than one generation THE YOUTH MARKET  Generation Y: those born between 1980 and 1995 (also referred to as the baby boom echo)  The teenage subculture is relatively new concept with its overwhelming size and future potential because of high birthrights in many countries, a large proportion of the world’s population is very young TEEN VALUES, CONFLICTS, AND DESIRES  Consumers in teenage subculture have a number of needs, including experimentation, belonging, independence, responsibility, and approval from others o Advertising to teens is typically action-oriented and depicts a group of “in” teens that uses the product o Product usage is a significant medium that lets them satisfy these needs  Four basic conflicts common to all teens: 1. Autonomy versus belonging  Teens acquire to be independent, so they try to break away from family, but need to attach themselves to a support structure, such as peers, to avoid being alone 2. Rebellion versus conformity  Teens need to rebel against social standards of appearance and behaviour, but they still need to fit in and be accepted by others 3. Idealism versus pragmatism  Teens view adults as hypocrites, while themselves as sincere  Struggle to reconcile their view of how the world should be with the realities they perceive around them 4. Narcissism versus intimacy  Teens are obsessed with their appearance and needs but also feel the desire to connect with others on a meaningful level GENERATION Y  Digital natives: young people who have grown up with computers and mobile technology; multitaskers with cell phones, music downloads, and instant messaging on the Internet who are comfortable communicating online and by text and IM rather than by voice  Connexity: lifestyle term coined by the advertising agency Saatchi & Saatchi to describe young consumers who place high value on being both footloose and connected  Rules of engagement when it comes to young consumers: o RULE 1: Don’t talk down (younger consumers like to draw their own conclusions about a product) o RULE 2: Don’t try to be what you’re not o RULE 3: Entertain them. Make it interactive and keep the sell short o RULE 4: Show that you know what they’re going through, but keep it light  Tweens: children aged 10 to 14 who are “between” childhood and adolescence and exhibit characteristics of bot
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