RSM353H1 Chapter Notes - Chapter 14: Cosplay, Baby Boomers, Millennials
26 Nov 2012
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Subculture: a group whose members share beliefs/common experience that set them apart from others (ex; age, ethnic background etc) Microculture: based on a lifestyle or aesthetic preference (ex; fiero enthusiasts who share passion for the pontiac car manufactured by gm) (cosplay in japan) A marketer needs to communicate with members of an age group in their own language (ex; sony held a beach volleyball events -> more successful) Age cohort: a group of consumers of the same/approximate age who has similar experiences. Tweens: new term for 2 million children aged 10 to 14 btwn childhood/adolescence and exhibit characteristics of both age groups (exert significant influence over their families" purchases) Youth tribe: the essence of tribal consumption is that these products/services reinforce the notion of belonging. Tribal gatherings provide manufacturers with an opportunity to strengthen the group bond when they offer accessories. Perceived age: how old a person feels.
