Chapter 12 Australasian society: Demographics and lifestyles 12-1
Chapter 12 Australasian society: Demographics and lifestyles Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-1 Chapter 12 Australasian society: Demographics and lifestyles • Use of demographic factors • Anticipating demographic shifts • How population segments can influence behaviour • Changing gender roles in society • Lifestyle and how it is measured • Psychographics and its applications • Using lifestyle and psychographics for market segmentation Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-2 Australasian society: Demographics and lifestyles (cont.) Some specific questions are: • Which demographic factors help marketers describe and understand the market segments? • What is the importance of anticipating demographic shifts in society to develop marketing strategies? • What are some impacts of changing roles (such as gender roles) on society and consumption? Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-3 Ads appealing to baby-boomer market Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-4 Ads appealing to the babyboomer market Note: luxury is highlighted Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-5 Australasian 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? Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-6 Changing societal factors affecting marketing strategy Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-7 Demographics (overview) • Population size • Age structure • Population distribution • Income • Occupation • Education Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-8 Population clock Current Australian population: Population - now! Current New Zealand population: http://www.stats.govt.nz/populationclock.htm Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-9 Projected Australian age structure for 2051 Source: ABS file 3222.0 Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-10 Demographics • Population distribution – Changes attributed to internal migration e.g. baby-boomers moving to Queensland and coastal regions to retire • Actual vs self-perceived age Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-11 Actual vs self-perceived age Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-12 Demographics (cont.) • Income / actual incomes • Disposable incomes / buying power • Occupations • Regional influences – e.g. industry shutdowns etc. – e.g. city vs country – e.g. internal migration Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-13 Demographics (cont.) Education • Increase during the 90s: about 30% more now with university degrees • Huge increase in training: less ‘unskilled’ Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-14 Changing levels of education Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-15 Ethnicity and country of origin of Australasians • Ethnic markets • Country of origin markets Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-16 Specific population segments Population segments share distinguishing patterns of behaviour. Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-17 Age subcultures • Mature market • Youth market – Generation X – Generation Y Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-18 Gender roles • 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 Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-19 Marketing strategy and gender roles • Market segmentation • Product strategy • Marketing communications • Retail strategy Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-20 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’ Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-21 Determinants of lifestyle Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-22 Lifestyle and the consumption process Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-23 Continuum for lifestyle measurements Lifestyle measurements can be constructed with varying degrees of specificity. Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-24 Several components of AIO questionnaires Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-25 VALS Lifestyle System Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-26 The 8 psychographic segments of VALS • Innovators • Thinkers and Believers: ideals motivated • Achievers and Strivers: achievement motivated • Experiencers and Makers: self-expression motivated • Survivors Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-27 Shortcomings of VALS • Measures of individuals - some decisions are by households • Few individuals have ‘pure’ primary motivations, a secondary motivation may be very influential • VALS may not be useful for products that are evenly spread over all VALS types as it is for egoinvolved purchases, e.g. laundry detergent Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-28 VALS Survey Try it for yourself! http://www.sric-bi.com/VALS/ presurvey.shtml Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-29 Roy Morgan Research’s Values Segment System: the Segments • • • • • • • • • • Young optimism (8%) Socially aware (14%) Something better (7%) Visible achievement (18%) Look at me (11%) Conventional family life (10%) Traditional family life (20%) Real conservatism (5%) A fairer deal (4%) Basic needs (3%) Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-30 Geo-demographic lifestyle analysis • Analysis focusing on the demographics of geographical areas • based on the belief that lifestyle and therefore consumption are largely driven by demographic factors • Based on research that shows that neighbours have shared patterns of consumer behaviour towards goods, services, media and promotions. • An example is Mosaic Australia Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-31 Next Lecture Chapter 13: Household Structure and Consumption Behaviour Copyright 2007 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 5e by Quester, Neal, Pettigrew, Grimmer, Davis & Hawkins Slides prepared by Dr Wayne Binney 12-32
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