Page 162 - DMGT506_CONSUMER_BEHAVIOUR

Unit 12: Sub-culture and Cross-cultural Consumer Behaviour

5. Give preference to print media: When old people are allowed to process information at Notes
their own pace, their learning abilities improve. Print media, unlike TV and radio, allows
people to set their own pace.
6. Supply memory aids: The ability of old people to organise and recall information readily
declines compared to younger adults. To trigger their memories, visual cues are especially
effective. Ask them to remember what the old product looked like, then show them the
new one.

7. Make good use of context: The more pleasant the memory, the more easily it is recalled.
Any audience that feels personally involved will remember the ad message. The evoking
of positive images of family (weddings, births), health, social interaction and the
accomplishments of tasks is an effective way to engage old people.
To develop successful adverting to this group, marketers should:
(a) Include older consumers in focus-group research in order to learn about their
motivations and attitudes.
(b) Hire older copywriters to provide new perspectives on this segment.
(c) Incorporate older models in advertisements in a genuine and typical way.

(d) Let the older buyers know that the product will appeal to them.
Teenagers seem to be self-conscious and in search for self-identity. Most teenagers view
themselves as kind, trustworthy, likable, funny, affectionate, intelligent, creative and active.
Occasionally their behaviour is rebellious against authority, tradition and what they consider as
old-fashioned values. This influences their behaviour as consumers, particularly in urban and
semi-urban areas in India. They need to be accepted for support and nurturing. Most teenagers
prefer to wear modern casual dresses, sports shoes of known brands, want to own autos that
project a macho image, listen to pop music and watch MTV. They spend family money and often
influence family purchases.

Example: Pepsi Ad Focusing on the Young Generation

For many products, friends are the most significant influence. Nevertheless, parents are still an
important factor affecting many buying decisions. Their brand and store preferences tend to be
enduring. This market is particularly attractive to marketers because preferences and tastes
formed during these years can significantly influence purchases throughout their life. To
influence them as consumers, marketers need to use appropriate language, music, images and
media.

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