Chapter 5

Consumer Demographics

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Learning Outcomes
To Comprehend how demographics contribute to an understanding of consumer behaviour To Analyse and evaluate the role played by age in explaining consumer behaviour To Analyse and evaluate the role played by gender in explaining consumer behaviour To Analyse and evaluate the role played by social grade in explaining consumer behaviour

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Demographics
Age Gender Social Grade

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Demographics
Typical demographic profile of the of the drinks market Typical demographic profile drinks market
Beer (%) Age y 18-24 y 25-34 y 35-49 y 50+ Social Grade y AB y C1 y C2 y D, E Gender y Male y Female 58 50 45 30 Wine (%) 23 29 28 15 Whisky (%) 7 8 14 17

39 40 48 38

40 30 20 9

17 14 13 10

65 21

22 22

19 8

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Age Categories
(based on Barak and Schiffman, 1981)

Chronological age Biological Age Social Age Cognitive age Subjective Age Personal Age Other Perceived Age
Cognitive Age: A Non-chronological Age Variable Advances in Consumer Research, Vol 8, (1981), pp 602-606. Reproduced by permission of Association for Consumer

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Research.

Generational Cohorts
Each era has its own music which captures the ethos of the times. 2000s Gangsta rap uses strong images/ lyrics 1990s The Spice Girls: post-feminist self-confidence in Wannabe. 1980s Frankie Goes to Hollywood recommended Relax, 1970s The Undertones advocated Teenage Kicks 1960s The Beatles considered a Revolution. But we also influenced by major events of the time How does your generational cohort interact with the world?

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Generation Y (or N)
Those born between 1977-1994 N-Gen after the net and the information revolution

Davidson, (2003) Research, Feb.: Introspectively and self expressively motivated: they are only interested in their personal lives, the parties they go to, the clothes they wearthe absence of communitythe cult of celebrity provides an exciting surrogate community.celebrity (provides) a real identity in a sea of mock individuality

What do you think?

Accurate, derogatory, patronising?

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Ageing population
The car dealers often despair of the marketing initiatives they see. The focus is on the young or the young family, even for the point of sale in showroomsolder people often have 2 or 3 cars per family, yet manufacturers get hung up on items like cup holders Pulham A (2003) reported in Sclater I (2003) Challenging Perceptions, Marketing Business, February p16-17.

Half the staff in advertising agencies are themselves under 30 and it has been suggested that it is not always seen to be cool for these to design creative for older segments Pawle J (2003) in Sclater I (2003) Challenging Perceptions, Marketing Business, February p16-17
Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Age Over 50s

A baby boomer turns 50 every 7 seconds in the USA, but 60-70s are different, as are over 70s. In the UK over 50s will be half UK population. Baby boomers have sometimes bought houses cheaply & are now benefiting from wealth cascading from their parents. Nostalgia is important but dont target them with old images

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Age

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Stannah Lift Services Ltd. Reproduced by permission.

Gender
In 1970s not much other than the monolithic mother/mistress stereotypes.
Reproduced by permission of Johnson & Johnson Ltd. Image Courtesy of the Advertising Archives.

In the 1980s, the career woman image emerged Greater independence due to economic activity & divorces
Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Gender
Woman 2000 report: Household Chores
20-24 45-54 65+

My partner does some, less than me & thats okay. Does some but not enough

33%

37%

35%

8%

4%

4%

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Sexist Vs Sex Appeals Perhaps its OK to use sex appeals where it is relevant only becomes sexist when demeaning to men or women?

Sanyo Europe Ltd. Reproduced by permission.

Reproduced by permission of Skechers shoes and Phil Mucci Photography

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Gender How it Used to Be!

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Alcoa INC. Reproduced by permission.

Gender: Neurology

P. Laybourne and D. Lewis, Neuromarketing: The Future of Consumer Research? Admap (May 2005), Reproduced with permission of Admap, the world's primary source of strategies for effective advertising, marketing and research. For more information visit www.admapmagazine.com World Advertising Research Center.

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Not exactly Gender: Gay

Acceptance of self expression: gay/gender-bending etc Gay Market: 7m in 1997 often attractive targets: Gay men spend 2x as much on clothing & 4x as much on grooming as straight men affluent innovators with few dependants easier to reach gay market now (more gay mags/TV/Internet & Sponsorship by (eg) Smirnoff, Levis, Virgin etc of gay events (Gay Pride etc.)

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

 Jim Beam Brands Co. Reproduced by permission.

Diesel. Reproduced by permission.

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Social Grade Based on occupation of Chief income earner 1991 % A B C1 Top of Profession Middle management Teachers and students Skilled Manual Semi skilled manual L/R unemployed, state pensioners 3 10 24 2004% 3.5 21.5 29.1

C2 D .E

30 25 8

20.9 6.2 9.1

Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd

Major Study of the relevance of Social Grades by the Market Research Society 1981 found: Still discriminates & no alternative But other Criticisms & Problems eg: OBrien & Ford, 1986, Re-contacted respondents to a survey: over 40% were wrongly coded

Use Sources of Secondary Data (MINTEL, Euromonitor, Keynote, Market Assessment Reports to explore the DEMOGRAPHICS of many markets
Evans, Jamal, Foxall, Consumer Behaviour 2006 John Wiley & Sons, Ltd