Exam 9: Microcultures

The saying, "60 is the new 40" reflects consumers' psychological age.

The differences between societal expectations of men and women vary more in western cultures than they do in eastern cultures.

India's population is over 1 billion, but many live on less than $2 per day. That hasn't dissuaded some U.S. companies, though, because the shear number of poor consumers can still provide a market opportunity. So some companies have created products to meet the needs of this large group at a very low cost to consumers. For example, Dannon created yogurt treats that are just a mouthful and sells them for pennies. Those pennies have the potential to add up to substantial dollars due to the large number of poor consumers targeted. This large number of poor consumers is often referred to as the _____.

Charlie is a teenager who belongs to a youth group at his church. He does activities with this group that he wouldn't do otherwise, such as help elderly church members with their yardwork and grocery shopping. He also participates in bible studies and athletic activities with this group. This youth group is an example of a(n) _____.

Ten major social classes have been identified in the United States.

Each consumer belongs to only one cultural group.

One notable demographic trend is increasing birth rates in Western countries.

A group of people who share similar values and tastes that are subsumed within a larger culture is called a _____.

A microculture is not really considered a culture.

By serving the markets that grew up playing in the playgroups and eating Happy Meals, McDonald's has shifted from looking at markets based on their age to one where they are capitalizing on a cohort group.

Which type of analysis develops a profile of a consumer group based on their demographics?

Which term is used to describe immigrants as they face decisions and form preferences based on their old or new cultures?

Vanity Fair, the makers of Lee jeans, found in their research that men tended to think that their brand of jeans was for women and found that most men used this in deciding not to buy the brand. When men use a stereotype to help them make the decision on which brand of jeans to buy, it can be said that they are using _____ to make their decision.

BABY BOOMER SCENARIO The oldest of the large Baby Boom generation has reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" One survey found that half of Americans between the ages of 44 and 50 want to move on to an "encore career" instead of retiring to a life of leisure like previous generations. Many of these encore careers combine income with social impact, meaning these individuals want to do something that can change the world. "Social sector" industry jobs, such as health care, educational services, nonprofits, performing arts, museums, and libraries, are expected to experience robust growth in the next decade, fitting nicely with the aspirations of the Baby Boom generation. -Refer to Baby Boomer Scenario. Many Baby Boomers pursuing encore careers might not have as much time to spend caring for grandchildren compared to earlier generations. Their children may be upset because they expect their parents to help with child care like their grandparents did for their parents. This situation involving conflicting expectations of grandparents helping out but not doing so because of their own active lifestyles has the potential to create _____ for the grandparent.

BABY BOOMER SCENARIO The oldest of the large Baby Boom generation has reached retirement age, but many are finding they don't want to retire and are asking themselves, "What should I do next?" One survey found that half of Americans between the ages of 44 and 50 want to move on to an "encore career" instead of retiring to a life of leisure like previous generations. Many of these encore careers combine income with social impact, meaning these individuals want to do something that can change the world. "Social sector" industry jobs, such as health care, educational services, nonprofits, performing arts, museums, and libraries, are expected to experience robust growth in the next decade, fitting nicely with the aspirations of the Baby Boom generation. -Refer to Baby Boomer Scenario. Which term best describes this group who has lived the same major experiences in their life, such as The Beatles, the Vietnam War, the first man on the moon, and the fall of the Berlin Wall?

The African-American market segment represents about 30 percent of the total U.S. market.

All of the following are true with respect to trends impacting consumer behavior EXCEPT _____.

World of Warcraft has a rather large group of dedicated players online. These gamers come from different ethnic, demographic, and geographic backgrounds, but they all share the same passion for the game. This microculture of gamers can be referred to as a(n) _____.

In the Islamic religion, the word halal describes the dietary restrictions that prohibit certain foods.

Hispanics consumers are a very homogenous group.