This video examines the impact of dimensions such as age, ethnicity, and religion on brand preferences.
- A subculture is a group whose members…share significant beliefs and common preferences.…Some of the most influential subcultures…are ethnic groups and age.…The rapidly growing diversity of US culture…is one of the most important drivers…of change in this century.…The US Census Bureau projects that in 2018…it won't be possible to place a majority of children…younger than the age of 18…into a single racial or ethnic group.…
Over the next 45 years the Bureau expects…the Hispanic population to more than double.…By 2060 almost one in three Americans…will identify as Hispanic.…The Asian population will double…during the same time period.…Furthermore, traditional subcultural categories…are breaking down.…Among US children the multiracial population…has increased almost 50% since 2000,…making it the fastest growing youth group in the country.…
Our country truly is a melting pot of people…who belong to many different racial and ethnic subcultures.…In particular, the increasing importance…of the Hispanic-American subculture illustrates…
First, learn the importance of consumer behavior in helping us understand when, why, and how purchasing decisions are made. Michael shares how factors such as color, shape, and sound influence our perception of brands and products. He discusses gender identity and products geared towards different genders, as well as how consumer lifestyles, values, and attitudes affect product preferences. Michael also goes into external influences on consumer behavior, covering how groups make decisions and how ideas spread. Finally, Michael explores the role emotion plays in purchase decisions, and how you can structure messages to maximize persuasion.
- Sensory marketing as a strategic tool
- How gender identity can affect product choice
- Personality and brand image
- Decision-making in groups
- Retailing as theater
- How ideas spread through the market
- Persuasive communications
- Influencing consumer behavior