Quiz #2: Chapter 4 (Part 2) Flashcards
(14 cards)
Baby boom
high income, education, tech savvy, “anti-aging products”
Gen X
highly educated, women more educated than men, getting married
Gen Y
two sub-markets (older teens and young adults), tech savvy, market for automobiles
Gen Z
digital natives, ethnic diversity, two-parent households, $200B in purchase power
Social class
status hierarchy by which groups and individuals are classified, by esteem and prestige
Single-variable indexes
occupation, education, income
Composite-variable indexes
Hollingshead’s Index, Warner’s index, socioeconomic status score
Newspaper subscriptions
middle-class consumers use more
Choice of magazines (lower-middle class)
Reader’s digest, ladies home journal
Choice of magazines (upper-middle class)
time, the new yorker
“impulsive” shopping is done the most by
lower-class women
Social class and leisure: lower-class
bowling, hunting, casinos
Social class and leisure: middle-class
team sports, cards, shopping
Social class and leisure: upper-class
golf, polo, operas