monitors population in terms of age, sex, race, occupation, location and other statistics.

(a)  

born after the World War II until the

early 1960s

(a)  

the youngest boomers are now in their early 40s the oldest are entering in their 60s

(a)  

also called baby busters

- generation caught in the middle

(a)  

born between 1965 – 1976

(a)  

born between 1977 – 1994

 also called echo boomers

(a)  

these are factors that affect

consumer buying power and spending

patterns

(a)  

financially squeezed consumers

that have adjusted to their financial

situations and are spending more

carefully

(a)  

right combination of product quality

and good service at a fair price

(a)  

Individual’s purchase decisions are strongly influenced by

the class to which they belong, or to which they aspire.

(a)  

Aristocracy of the community ;Possess inherited wealth; social elite; live in large family mansions in exclusive neighborhoods; investors, merchants and high level professional/s .

(a)  

Are not conspicuous consumers; purchase or inherit large homes; buy conservative clothes; patronize exclusive ships and avoid mass merchandisers; travel extensively.

(a)  

High income and/or newly amassed wealth; professionals, high level business executives, and owners of large business; socially mobile and active community members or leaders; not socially accepted by member of the upper upper class.

(a)  

Display wealth though highly conspicuous purchases – large , new homes; expensive cars, airplanes, pools and boats; purchases are ,made at exclusive department store.

(a)  

Well educated and achievement oriented; professional and middle management; rather than simply working they pursue careers; love in respectable neighborhoods; have high expectations at their children.

(a)  

Buy expensive modern homes to indicate social position; purchase products such as insurance to achieve financial

security; consumption may be conspicuous but cautious to ensure that purchases are socially acceptable; buy high quality products in the pursuit of gracious living.

(a)  

Respectability is major objective; live in modest but

well-kept neighborhoods; owners of small business; office workers, semiprofessionals, and white collar workers; conservative, conforming and achievement motivated.

(a)  

Own rather than rent houses; to be respectable,

houses are well maintained through the purchase of do

it-yourself products, furniture is bought one piece at a time and tends to be moderately priced, they shop in a wide variety of stores, joint shopping by husband and wife is most common in this class.

(a)  

Blue-collar, semi-skilled workers; seek job security but do not strive to move up the social ladder; desire to enjoy life now; reside in less expensive neighborhoods;

earn good income

(a)  

live in small houses or apartments, favor local

brands and tend to be brandloyal; spend less on housing and more on household items such as kitchen appliances; spend smaller proportion of income on travel and formal education ; prefer to shop at nonexclusive department stores and at discount house.

(a)  

Poorly educated and poverty stricken; welfare recipients, unskilled workers plagued by high unemployment; live in

substandard and slum areas; perceived by members of other social classes to be lazy and apathetic.

(a)  

Purchases are impulsive rather than planned; often

pay high prices and interest rates; compared with other classes they spend a large proportion of their incomes on products to improve personal appearance and less on formal education and care; prefer to stop in local stores where they know the owner and can get easy credit terms.

(a)  

Natural resources that are needed as inputs by

marketers or that are affected by marketing

activities.

(a)  

effort of the government to promote a

clean environment thus develop

environmentally sustainable strategies

and practices in an effort to create

a world economy

(a)  

forces that create new technologies

that create new products and

market opportunities

(a)  

laws, government agencies and pressure

groups that influence and limit

various organizations and individuals

in a given society

(a)  

regulations are constantly changing -

what was allowed last year may be

prohibited now….marketers must

work hard to keep up with changes

(a)  

institutions and other forces that affect

society’s basic values, perceptions,

preferences and behavior

(a)  

core belief and values have high degree of

persistence that shape more specific attitudes

and behaviors

(a)  

marketers want to predict cultural shifts in

order to spot new opportunities or

threats

(a)