Chapter 5
Demographics Subcultures
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The Bases of Demographic differences
The Bases of Demographic differences
Gender
Age
Demographic characteristics
Race and ethnicity
The innate physical, social, economic, and individual and
Religion
describe the location of that individual
Social class
Geography
Tangible attributes
Household and characteristics
Intangible attributes
Public policy and demographic subcultures
Gender The female market Include working women, homemakers, single mothers, and older women Studies show that women differ from men in the ways in which they use the behavioral process to read and view media, respond to advertising, and evaluate produces Female consumers typically spend more time browsing in stores and are more likely to comparison shop, use coupons, and write cheks and use caredit card when making purchase than men. The male market
Age Cohort An age-based subculture whose members shares childhood and young adulthood experiences that influence their customs, rituals, and behavioral processes US generation by age, percent of total population, and size in 1995 Generation Born Percentage of Size population (in million) Kids and teens Under 18 26 68 Baby busters 1965 – 1976 17 45 Baby boomer 1946 – 1964 31 81 Mature markets Age 50+ 26 68
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Cohort Cartografi di Indonesia
Age
US generation by age, percent of total population, and size in 1995 Generation Born Percentage of Size population (in million) Kids and teens Under 18 26 68 Baby busters 1965 – 1976 17 45 Baby boomer 1946 – 1964 31 81 Mature markets Age 50+ 26 68
Cohort Perintis
Lahir 19001920
Dewasa 19111938
Kemerdekaan
1921 – 1935
19381948
Tritura
1936 – 1950
19491968
Rekaman peristiwa Penjajahan, perang dunia I, malaise ekonomi, perjuangan politik Pertempuran fisik, rebut kemerdekaan, PD II, gerilya, kesulitan pangan dan obatobatan, prokl kemerdekaan Ancaman PKI dan kesatuan bangsa, demo mahasiswa, pergolakan perburuhan, kelangkaan bahanbahan pokok, penyelundupan barang mewah, spekulasi, inflasi tinggi
Karakteristik Merintis kemerdekaan, khawatir ekonomi, idealis, nasionalis Disiplin, symbol perjuangan, mars perjuangan, rasa persatuan, solidaritas, kebersamaan, patriotik Trauma politik, sensitive thd kelangkaan bahanbahan pokok, inflasi dan spekulasi
Social class
Race and ethnicity
Religion
One’s position in the social and economics strucutures of society Kelas social dan penghasilan di Kota metropolitan Indonesia
Kelas A+ A B+ B C+ C
Penghasilan keluarga / bulan Pandangan mewah Pandangan sederhana >Rp 8 Juta >Rp 2 Juta Rp 6 – 8 Juta Rp 1 – 2 Juta Rp 4 – 6 Juta Rp 0,7 – 1 Juta Rp 0,7 – 4 Juta Rp 0,3 – 0,7 Juta Rp 0,3 – 0,7 Juta Rp 0,1 – 0,3 Juta
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Geography
Households characteristics
Geodemographic
Family life cycle
The classification of geographical neighborhoods into segments that reflects the fact that people of similar demographic
The gay market
characteristics often choose to live together
Higher income and educational level, concentrates in major metropolitan areas
Tends to e heavy consumers of travel, books, real estate, home entertainment equipment, alcohol, ohysical fitness, and credit card
No 1.
FLC category Young singles
2.
Newly married
3.
Full Nest I
4.
Full Nest II
5.
Full Nest III
6.
Empty Nest I
7.
Empty Nest II
8.
Solitary survivor
Traditional family life cycle Characteristics Single people under 35, low income, starting a career, few financial burdens and high level of discretionary income Newly married couple without children. High level of discretionary income : wife is working Married couple + youngest child under 6. Greater squeze on income ; increased expense for children. Married couple + children 6-12, better financial position : parent’s income is rising. Most children=latchkey kids ; both parents are working Married couple + teenage children living at home. Financial position continue to improve. Some children work part-time, increasing educational cost. Children have left home and are not dependent on parental support. Parents are still working. Reduced suspense; greatest level of saying and highest discretionary income Households head has retried; sharp drop in income. Reliance on fixed inc from retirement plan Widow or widow with lower income, increasing medical needs
The bases of demographics subcultures
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Public demographic subcultures
Marketers use demographic characteristics to divide consumers into meaningful subcultures
Targeting demographic segment is justifiable only when the consumers in the excluded segments have access to products that will meet their needs
Iegislation addressing discrimination against homosexuals
Issue of faienese, safety, and economic and social welfare
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