housingunit containing 2 or more memebrs related by blood or marriage, or adoption
51% of women live without a spouse
Who makes up households?
live with parents, room mates, income to entertainment, cds etc.
married 1 year or less
"yuppies"-well educated, making money
spend more than save
readmore watch less tv
both spouses and sometimes a child working
newly weds share role
traditional vs modern families
consumer born between 1946 and 65 "woodstock genertion"
marketing to bbs-
old think brand prefrences locked in, counting days until retirements, sell them things for aches and pains,
new think-they are open to new experiences, working longer, focus on wellness.
born mide 60s early 70s.
Baby Boomers Kids, Latch-key generation, rebels, "slacker generation" feel ignored by marketers, savers, spending on homes, brand loyal
self perpetuating group of consumers held together by common cutural or genetic ties and is identified by its memebers and by others as being a distinguishable group
predicitive of variables (media preferences, leisure, willingness to try)
defining ethic subcultures hard in a melting pot society
process whereby a product formerly associated with a specific ethnic group is detached from its roots and marketed to other subcultures
Danger in the borrowing and misinterpretation of cultural products
ex: Claudia Schiffer burned dress
there is an astonishing variety of flourishing new religious movements
such as scintology etc
religion is seen as taboo subject to marketers
Dietary and dress requirments create demand for certain products
church leaders can encourage/discourage products/consumption
embedded in culture, only discover them through interaction.