Question 1

How have consumers from non-English-speaking backgrounds influenced the development and introduction of new products onto the Australian market? Illustrate with examples.

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Question 2

The elderly can be segmented in terms of quality-of-life orientation and motivations.

Accepted Answer

The statement is true. Just like any other age group, the elderly population can also be segmented based on their quality-of-life orientation and motivations. This can help understand the needs and preferences of different groups within the elderly population and cater to them accordingly.

Question 3

Identify various subcultures in Australia. Choose and describe one in subculture in detail.

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Question 4

What are the defining characteristics of the 'baby boomer' segment? Why is this segment attractive to firms? Who are 'yuppies'?

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Question 5

What is a subculture? How does it differ from a culture? What are the marketing implications of these differences?

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Question 6

Which age cohort is characterised as 'generation Y' and what are their most prominent characteristics and personality traits? Describe their consumer behaviour in terms of attitudes toward brands and price-quality attitudes.

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Question 7

Why is it important for marketers to segment the market according to religious subcultures?

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Question 8

Segmenting the elderly market is difficult as they tend to be a homogeneous subcultural group.

Accepted Answer

While there are certainly some shared characteristics among elderly individuals (such as age and potentially declining health), there is a significant amount of diversity within this population. Factors such as income, lifestyle, and geographic location can greatly impact the needs and preferences of this group, making it important for marketers to carefully consider their segmentation strategies.

Question 9

Marketers should consider not only the gender of their target market but also the perceived gender identity of the product category in the development of advertising campaigns.

Accepted Answer

Gender identity is an important consideration in advertising as it can influence consumer behavior and perceptions of a product. Marketers should be aware of the perceived gender identity of the product category and tailor their advertising campaigns accordingly. For example, products traditionally associated with females such as cosmetics may require a different advertising approach compared to products traditionally associated with males such as hardware.

Question 10

Compare and contrast the consumer behaviour of baby boomers and generation Xers in terms of attitudes toward brands and price-quality attitudes.

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Question 11

Working women are less brand-loyal than non-working women.

Accepted Answer

Studies have shown that employment status does not directly correlate with brand loyalty. Factors such as personal values, income, product satisfaction, and brand experience play a more significant role in determining brand loyalty than whether a woman works or not.

Question 12

What is the definition of 'old' in terms of the elderly market?

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Quiz 12: Subcultural aspects of consumer behaviour