Chapter 12: Consumer Diversity

 Ch. 12 Consumer Diversity

    Consumer diversity could split into different segments such as age, culture, and sexual orientation. According to the U.S. Census Bureau, the median age is 38, with adults over 18 years and over making up around 77.6% of the U.S population. However, the teens and millennials are just as crucial as those adults that make up the population. With the information in mind, Nordstrom is a company that provides a market for all age groups, which rest assured makes the company benefit from market shares from other businesses that do not target such a diverse market. With advancements in medical care, healthier lifestyles mean that seniors are also part of the market. But in my opinion, fashion doesn’t have an age range, but it’s a good thing that Nordstrom provides a variety of brands that can appeal to certain youth, generations, and individuals.


    As for culture, that could be an extensive topic to go off, but who’s making the majority of shopping has to be the teen “culture,” or millennials, according to Hoyer et al. (12-1b, 2017). I wouldn’t necessarily call them materialistic, but many influencers often influence them in today's market, whether it’s someone they look up to or celebrities. In the fashion industry, most influencers and celebrities are often gifted or commercializing brands that influence consumers to pay for goods they are getting to show their brand loyalty. And Nordstrom is one of those companies that provide a wide variety of brands ranging from cheapest to the most luxurious items, not to attract teens and millennials but also to attract consumers of all ages to reach a broader audience rather than just the teen culture.


    Sexual orientation to me is respecting all genders and their ability to exist within our communities and express themselves no matter the shape or form. According to Nordstrom, “We are committed to creating an environment where our customers feel a sense of belonging and our employees can be themselves, contribute their ideas, be heard, and do their best work.” It seems that Nordstrom is highly committed to providing a space for all families to shop and a space where everyone can shop, no matter their age, culture, or sexual orientation.

Explore census data. Retrieved from https://data.census.gov

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2017). Consumer behavior. Cengage Learning.

Nordstrom.com. Retrieved from https://www.nordstrom.com.

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