C7 Flashcards
Changing family structure
Household: Any occupied unit regardless of relationships of people living there.
Extended family: 3 generations living together and often includes grandparents, aunts, cousins etc.
Nuclear family: mother and father and one or more children.
Boomerang kids
Worldwide more children between 18-34 live at home.
Popular media label this group as adultsecents, kidults.
Family life cycle
Concept that combines trends in income and family composition with the changes in demands placed upon this income to segment households.
4 variables necessary to describe family stages: age, marital status, absence/presence of children, ages of children.
Age and consumer identity
Age exerts a significant influence on ones identity. As we grow older our needs and preferences change.
Cognitive age: age we perceive ourselves to be
Chronological age: age we actually are.
Down-ageing: trend for older people acting and feeling younger than their age.
Marketers need to communicate with members of an age group in their own style.
Marketing to different age groups
Marketers often target products and services to a specific age cohort: possessions play a role in helping consumers identify with each other.
Values and symbolism can be used to appeal to age cohorts: evoke powerful feelings of nostalgia, useful in adults over 39.
Children as decision makers
Children are being socialised as consumers earlier than ever. Marketers advertising children need to be aware of the sensitivities of talking to them.
Consumer socialisation
Process by which young people acquire skills, knowledge and attitudes relevant to their functioning in the marketplace.
Influence of parents: deliberately instil their values of consumption, determine degree of exposure to other info sources (eg TV), act as significant role models for observational learning.
TV (electronic babysitter) the more children are exposed to TV the more they’ll accept images depicted as real. Provides idealised images of adulthood.
Rules for engaging young consumers
- Don’t talk down
- Don’t try and be what you’re not. Stay true to brand image.
- Entertain them, make them laugh. Make it interactive and keep the sell short.
- Show them that you know what they’re going through, but keep it light.
- Create drama and anticipation.
Gen Y
20% of Aus population. Many still live at home. They value both being footloose and connected to their peers (connexity).
Concerned with gender equality, climate change and employment prospects.
Gen X
1964-1980. Stereotyped as alienated, cynical and lazy. Actually an entrepreneurial generation.
View the home as an expression as individuality rather than material success. Determined to have stable families.
Grey market
Images of old consumers as invalids and penny pinchers is changing. Marketers have largely ignored the segment however the ageing Aus population and increased healthy lifestyles makes them attractive.
Ages 65 and older, 14% of Australians.
They want autonomy, connectedness and altruism (want to give something back to world)
Selling: serving sizes, colours, easy to read and open, packages sensitive to physical limitations
FLC stages: younger (<35yrs)
Single I: single and no children. Lead active social lives. Go to pubs, movies, concerts, clothes.
Young married: married and no children. Joint decisions, dual income, spends heavily on movie tickets, expensive clothes, luxury holidays, alcohol, restaurant meals.
Full nest I: couple and young children. Purchases of baby clothes, food, healthcare. Incomes tend to decline.
Single parent: single with young child. Market for easy to prepare foods. Need for child care.
FLC stage: middle aged (35-64)
Single II: never married or cohabited. Divorce increasing. Frequent expensive restaurants and travel often.
Delayed full nest: older couple with young kids. Larger income, spend more on non child purchases.
Full nest II: couple with young kids. More costs with children sports music lessons, dental etc.
Single parent II: no children at home. Time constraints - ready eat and fast food.
Empty nest I: middle aged couple with no kids at home. Short on time but money to spend.
FLC stage: older (>64 years)
Empty nest II: couples with head of household >64. Fully or partially retired. Unique needs in health care, housing, food and rec. lots of time- caravan, group holidays attractive.
Single III: may have experienced spouses death. Bestow treasured objects on relatives to strengthen family bonds and to achieve form of immortality.
