Exam 12: Subcultures and Consumer Behavior

When Kohler introduced the Elevance Rising Wall Bath, they were targeting an age subculture.

Which of the following is true of the "new-age elderly"?

For Generation X, enjoying life and having a lifestyle that provides freedom and flexibility is more important than salary.

Which of the following is true of gender roles and consumer behavior?

$\text{JONES MINI CASE:}$ Bob Jones is 75 years old, but feels like he's only 60. He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren. He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild. -In the JONES MINI CASE, which of the following labels best describes the Joneses?

In the United States, nearly ________ percent of women over 16 are in the labor force.

Generation Z is the most diverse American generation ever.

From a marketing viewpoint, the best way to target the Hispanic market is on the basis of the group's ________.

Commonly, consumer behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of various religious holidays.

$\text{SMITH MINI CASE:}$ Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts. -In the SMITH MINI CASE, if Pinkerton's chose to send direct mail with different product features to different consumers based on the region of the country, Pinkerton's would be segmenting on the basis of ________ subculture.

Which of the following is true of Baby Boomers?

How is the working-woman market segmented?

In addition to segmenting markets in terms of cultural factors, marketers also segment societies into smaller ________ that consist of people who are similar in terms of their ethnic origin, customs, and ways of behavior.

Research reveals that for older consumers ________ appears to be more important in determining consumer behavior than ________.

The independent, self-directed segment of Millenials that would rather meet people in person than online or through text and reads books instead of blogs is known as ________.

It is generally accepted that older people's perceptions of their ages are more important in determining behavior than their chronological ages.

$\text{SMITH MINI CASE:}$ Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts. -In the SMITH MINI CASE, Carl belongs to which of the following age subcultures?

Provide an example of how a marketer might modify their product and/or its positioning to better meet the needs of targeted consumers and suit the subculture's values and tastes.

Hispanics tend to be members of smaller families, and are more likely to live in an extended family household.

Subcultures adhere to few of the dominant cultural beliefs, values, and behavioral patterns of the larger society of which they are a subset.