Chapter 12

Question 1

Define subculture

Answer 1

A distinct cultural group that exists as an identifiable group within a larger, more complex society.

Question 2

What is the relationship between culture and sub- culture?

Answer 2

Each sub- culture has its own unique traits, yet all groups share the dominant traits of the overall South African national culture

Question 3

list and give examples of important sub- cultural categories

Answer 3

Marital status, religion, geographic region, ethnic and language group, age, gender, occupation, social class. They must meet the criteria for segmentation

Question 4

How are sub cultures important to marketers?

Answer 4

They are sizable and natural market segments that enable marketers to decide if a specific group will be desirable candidates for marketing attention

Question 5

How does geography impact subculture?

Answer 5

geographic data it is important for marketers to focus on the most efficient marketing methods, concentrating on KZN and GP is 40% of market. rural areas have more consumers with the low disposable income, cities have higher incomes and higher standards of livings-marketing of fast- moving consumer goods and luxury goods is highly concentrated in these areas.

Question 6

What are the different generational markets?

Answer 6

1. Tweens – 10-12
2. teens – major growth market
3. generation Y – 1980s to early 00s; jobs, tertiary education; live at home
4. generation X – 1965-1979; Do not like labels, cynical, do not want to be singled out and marketed to
5. baby boomers – 1946-1964; Large distinctive age category, frequently make important purchasing decisions, contain small sub- categories who influence consumer taste of other age segments
6. Seniors – 65 and older, growing segments due to better medical care and ageing of large baby boomers segment

Question 7

what are the consumer characteristics of the baby boomers?

Answer 7

= They enjoy buying for themselves and for others (Consumption-orientated)
= More health conscious than previous generations
= Not anxious to retire and prefer to work past the age of 65

Question 8

What are the groups of black diamonds?

Answer 8

1. Mzansi youth - High expectations, entrepreneurial
2. start-me-ups - Professional, ambitious, mainly male, collect assets
3. Buppies (Black, young, upwardly-mobile, professionals) - Cars, property, cellphones, fashion
4. young-families (TWIXTERS) - Mainly female, single-parent, career-focused, savings plan
5. Established families - Married, children, DSTV, have a maid, read the newspaper, owe property

Question 9

Gender roles and consumer behaviour

Answer 9

Historically women homemakers and men breadwinners. women prefer uniqueness and social interaction when purchasing, males prefer information and seeking convenience. Woman respond to verbal, complex, harmonious advertisements; men respond to comparative, straight forward advertisements.

Question 10

how are women depicted in media and advertisements?

Answer 10

unrealistic beauty standards are the norm, but are being challenged as provocative advertising may alienate some female consumers.

Question 11

The four segments of the female population:

Answer 11

1. The-stay-at-home-housewife
2. Plan-to-work housewife
3. Just-a-job working woman
4. Career-oriented working woman