Lecture Consumer behaviour: Chapter 12 - Cathy Neal, Pascale Quester, Del Hawkins

This lecture demonstrates how demographics can be used in consumer behaviour. In this chapter, you will learn to: Use of demographic factors, anticipating demographic shifts, subcultures and their influence on behaviour, changing roles in society, lifestyle and how it is measured, psychographics and its applications, using lifestyle and psychographics for market segmentation.

• Use of demographic factors

• Anticipating demographic shifts

• Subcultures and their influence on behaviour

• Changing roles in society

• Lifestyle and how it is measured

• Psychographics and its applications

• Using lifestyle and psychographics for market

segmentation

Demographics and Lifestyles

• Which demographic factors help marketers

describe and understand the market segments?

• What is the importance of anticipating demographicshifts in society to develop marketing strategies?

• What are some impacts of changing roles

(such as gender roles) on society?

Demographics and Lifestyles (cont.)

• What is the nature of lifestyle and how is it

measured?

• What is the meaning of psychographics, and

how is it used to understand consumer lifestyle

and consumption behaviour?

• How are lifestyle and psychographics used in

market segmentation to develop marketing

strategies?

Changing Societal Factors

Affecting Marketing Strategy

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

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Demographics: Population size

Web address for population clock:

http://www.abs.gov.au/Ausstats/abs%40.nsf/94713ad445ff1425ca25682000192af2/1647509ef7e25faaca2568a900154b63!OpenDocument

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

12–7

Projected Age Structure for 2051

Source: ABS file 3222.0

Actual vs Self-Perceived Age

• Income / actual incomes

• Disposable incomes / buying power

• Occupations

• Regional influences

– e.g industry shutdowns, etc.

– e.g city vs country

• Increase during the 90s:

about 30% more now with university degrees

• Huge increase in training: less ‘unskilled’

Changing Levels of Education

Subcultures…

share many of the behaviours of the dominant culture as

well as a set of unique behaviours

Ads Appealing to the Baby-Boomer Market

Ads Appealing to

the Baby-Boomer

Market (cont.)

• Ascribed roles—an attribute over which the

individual has little or no control

• Achievement roles—based on performance criteria over which the individual has some degree of

control

• Traditional versus modern orientation

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

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The Nature of Lifestyle

• Lifestyle is the expression of the individual’s

situation, life experiences, values, attitudes and

expectations

• It is defined simply as how the individual lives

• ‘Lifestyle’ has been used interchangeably with the term ‘psychographics’

Determinants of Lifestyle

Lifestyle and the Consumption Process

Continuum for Lifestyle Measurements

Several Components of AIO

Questionnaires

VALS Lifestyle System

PPTs t/a Consumer Behaviour 4e by Neal, Quester, 

Hawkins

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Roy Morgan Research’s Values

Segment System: the Segments

• Conventional family life (10%)

• Traditional family life (18%)

• Real conservatism (5%)

• A fairer deal (7%)

• Basic needs (4%)

Lifestyles and Marketing Strategy

Lifestyles and Marketing Strategy (cont.)