Exam 9: Microcultures

Social strata have unequal access to scarce and valuable resources.

A food marketer launching a new Gourmet Burger should be aware of the dietary restrictions and the sensitivity of the religious cultures he serves

Which term describes the finding that people who are at the same point in life end up sharing many of the same values and develop similar consumer preferences?

Television networks like W or Oprah Winfrey TV are segmented appeal to a predominately female market.

Explain the role of microcultures in influencing consumer behaviour and describe two microcultures that influence your consumption behaviour.

Although consumer affluence is a global trend, many people live in poverty. How many people are considered to be at the "bottom of the pyramid"?

Look around and you'll see that most fraternity members wear Polo shirts. They have chosen to join a fraternity and want to define themselves from other students on campus, and wearing a certain brand of clothing helps them do that. Which term refers to this phenomenon in which students choose membership in a fraternity in an effort to stand out or define themselves from the crowd?

Where are declining birth rates having an impact on consumer behaviour?

Sex roles refer to the societal expectations for men and women among members of a cultural group.

What type of products or objects are used to signal one's place in society?

Culture is hierarchical.

Karen is 40 years old and grew up during turbulent economic and political times. She considers herself to be self-reliant, independent, and a little cynical. Which generation microculture is she a part of?

Cheryl drives a BMW and wears designer clothing and Rolex watches, all of which are very expensive. She uses these products to let others know she is from the upper class. What do these products represent in this example?

In comparison to men, how much money do women earn and how is this wage gap changing?

Each microculture brings with it role expectations for its members.

Hip Hop and Goth microcultures are also labelled as street microcultures.

Coca-Cola has been identified as one of the top teen brands.

Which type of analysis develops a profile of a consumer group based on tangible social characteristics such as age and income?

Which of the following is NOT a cultural and demographic trend affecting consumer behaviour?

Stigmatization means that the consumer is marked in some way that indicates his or her place in society.