Exam 10: Microcultures

Eve is a brand of jeans named after a style journal for women.The brand conducted a survey recently and found out that men avoided buying Eve jeans as they associated the brand exclusively with women.Which of the following is illustrated through this scenario?

Which of the following statements is true about the social class microculture in the U.S.?

Which of the following types of analysis develops a profile of a consumer group based on relatively tangible human characteristics such as age,ethnicity,sex,occupation,income,region,religion,and gender?

Social stratification can be defined as the division of society into classes that have unequal access to scarce and valuable resources.

IMMIGRANT SCENARIO Anita, a second-generation-Asian immigrant, just started college. A self-assured girl, she displays none of the self-conscious traits one usually sees in her parents. Unlike Anita, her parents have had it tough with only enough money to make both ends meet. Till the time Anita was born, they could not afford to live in any of the respectable residential neighborhoods. Some of the neighborhood authorities make it mandatory for aspiring residents to submit details like age, ethnicity, sex, occupation, income, region, religion, and gender. Anita has always seen her parents juggle between two world-views whenever they had to make up their minds as they try to negotiate between a perceived sense of guilt for their native country and a perceived sense of loyalty for the host country. Despite their insistence that she joins an Asian community, Anita joined Delta, a sorority for geometry lovers. She has always been passionate about geometry and her membership to Delta, not only defines her on-campus personality, it makes her 'cool' in front of her other peers. -Refer to Immigrant Scenario.Anita joined Delta,a sorority for geometry lovers.Such sororities are an example of _____.

Compare and contrast age-based microcultures with generational microcultures.How is this distinction important to marketers?

Americans born between 1928 and 1945 tend to be frugal and follow largely utilitarian motivations with their purchases.The generational microculture group illustrated here is the _____.

Wen,a consumer researcher,is conducting a research on the buying behavior of the Hispanics.As part of her study,she calculates a consumer's buying power by relating it to the consumer's income.The consumer attributes that Wen employs in her research can best be described as _____.

Explain the role of microcultures in influencing consumer behavior.Describe two microcultures that influence your consumption behavior.

The silent generation consumers are largely characterized by lavish spending and extravagant lifestyles.

The Jewish Federation implements tzedakah which enables the poor to access products they may not otherwise be able to access.

Generation X consumers have also been referred to as "latchkey" kids.

Most men hate shopping for clothes and use product price as an indicator for quality.Many believe expensive products as a guarantee for good quality.In making a buying decision based on price-quality heuristic,the consumer is making use of _____.

Which of the following statements is true about the ethnic microculture in the United States?

Many aspiring artists identify themselves with various bohemian groups which are seen as unconventional and liberating.Such groups are an example of a(n)_____.

The social class into which a consumer works his/her way into is referred to as his/her _____ status.

Carl turned 55-years old in 2012.He retired early from his job as he had enough savings for a good life.Carl belongs to the _____ group.

When Charles married Candace,everyone agreed that it was a match made in heaven.They were both doctors who grew up in the countryside with strong traditional values.Such marriages between people belonging to identical social classes are known as _____.

BABY BOOMERS SCENARIO The Baby Boomers represent a generational microculture that has lived the same defining moments in history such as post-war affluence and progress. A huge percentage of the Baby Boomers have reached retirement age, but according to a survey, most Americans between the ages of 50 and 55 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 Boomer generation. Some Baby Boomers want to get involved with social causes as a way to identify themselves as distinct from their predecessors. The fact that many of them are now pursuing encore careers would mean that they won't have much time to spare in caring for their grandchildren. Their children might be upset because they expect their parents to help with child care just as their grandparents did for their parents. Many of these Baby Boomers have lesser number of grandchildren than earlier generations as most of their children either decide to have no kids or adopt a one-child policy. This makes it possible for their children to maintain a lifestyle similar to their parents even though most of them are not as affluent or well-off as their parents. Many firms that provide services for taking care of the elderly are aware of the spending power of this specific population. The firms are conducting research on the Baby Boomers to assess their needs based on attributes such as age, income, gender, and religion. -Refer to Baby Boomers Scenario.The fact that many of the Baby Boomers are now pursuing encore careers would mean that they won't have much time to spare in caring for their grandchildren.Their children might be upset because they expect their parents to help with child care just as their grandparents did for their parents.This situation involving conflicting expectations between parents and grandparents has the potential to create _____ for the grandparents.

Microcultures are local phenomena and are confined to a specific region.