MKT 400 Chapter Notes - Chapter 9: Baby Boomers, Market Segmentation, Hedonism
16 Mar 2016
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Each consumer belongs to many cultural groups or more precisely, they move in and out of microcultures. Culture is hierarchical: a consumer belongs to one overall culture and then to many microcultures exising and interlinking within the overall culture. Role conlict: a situaion involving conlicing expectaions based on cultural role expectaions. Microculture membership changes the value of things. Divergence: situaion in which consumers choose membership in microcultures in an efort to stand out or deine themselves from the crowd. Marketers can divide the canadian populaion into consumer groups along a number of dimensions relaive to market segmentaion. In 1967, only 67% of familiars were supposed by a single (usually male-earned) income. The concepts of income and social class permeate our everyday life, and it seems that consumers are always trying to beter themselves by moving up the income and class ladders.
