美国社会变迁：人口统计与社会分层对消费者行为影响.pptx

CHAPTER04TheChangingAmericanSociety:DemographicsandSocialStratificationCopyright?2013byTheMcGraw-HillCompanies,Inc.Allrightsreserved.McGraw-Hill/Irwin

4-2PARTII:EXTERNALINFLUENCES

UnderstandthecriticalrolethatdemographicsplayininfluencingconsumerbehaviorDefinetheconceptofgenerationsanddiscussthegenerationsthatexistinAmericaExplaintheconceptofsocialstratificationandtherolethatsocioeconomicfactorsplayIdentifyanddiscussthemajorsocialclassesinAmericaUnderstandhowsocialclassismeasuredDiscusstheroleofsocialclassindevelopingmarketingstrategiesL01L02L06L05L04L03LearningObjectives4-3

WhereIsTheGrowthForLuxuryBrands?Whodoyouthinkwillfuelgrowthinluxurybrandsinthefuture?AspiringGroup–35yearsorolderwitheof$100k-199kine(65%ofallpeoplewhoearn$100kormoreperyear)EmergingGroup–Under35yearsoldwith$100k-199kine(12%ofallpeoplewhoearn$100kormoreperyear)Source:D.Hirschman,“OnRoadtoRiches,”AdvertisingAge,May23,2011,p.9.ConsumerBehaviorInTheNews…4-4

WhereIsTheGrowthForLuxuryBrands?Whodoyouthinkwillfuelgrowthinluxurybrandsinthefuture?EmergingGroup–Under35yearsoldwith$100k-199kine–ifyouansweredEmergingyouareright!Thoughsmaller,Emergingareyoungerandwillmoveintothetrulyaffluent($200kplus)–abigpredictorofluxurypurchasesAspiringnolonger“feel”wealthyintoday’seconomy,whichrelatessubjectivediscretionarywealth(SDI)Source:D.Hirschman,“OnRoadtoRiches,”AdvertisingAge,May23,2011,p.9.ConsumerBehaviorInTheNews…4-5

PopulationandSizeOccupationEducationeAgeDemographics4-6DemographicsandSocialStratification

4-7DemographicsandSocialStratification

4-8DemographicsandSocialStratification

DemographicsAgeU.S.AgeDistribution1KeyGrowthCategories1“ResidentPopulationProjectionsbySexandAge:2010to2050,”StatisticalAbstractoftheUnitedStates2