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Chasing the Elusive Consumer
Chasing the Elusive Consumer

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By Bill Troy Business Program Coordinator and Lecturer the University of New Hampshire at Manchester Who are we One of the colleges of UNH providing a high quality education primarily to Merrimack Valley commuter students ID: 628249 Download Presentation

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Slide1

Chasing the Elusive Consumer

By Bill Troy, Business Program Coordinator and Lecturer, the University of New Hampshire at ManchesterSlide2

Who are we?

One of the colleges of UNH, providing a high quality education primarily to Merrimack Valley commuter students.

Approximately 800 Bachelor’s students

Focus on Liberal Arts and Professional education for careers in:

BusinessBiologyComputer SystemsPsychology Communication ArtsTeaching (M.A.T. program)Internships required in many majors, great opportunities.Small classes (less than 20) Slide3

My Brief Biography

B.A. in Economics from the University of Massachusetts in Amherst

Magna Cum Laude and Commonwealth Scholar

Phi Beta Kappa

M.B.A. from Johnson School of Cornell UniversityEconomist for U.S. Labor Department, B.L.S.Varying roles at DIGITAL Equipment, including consulting and Director of brand advertisingEricsson – Director of Marketing for the Broadband divisionCurrently:U.N.H. –Business Program director, and Marketing lecturer, at the Manchester CampusWPI – Adjunct Management Instructor in International BusinessSlide4

Chasing the Elusive, Evolving Consumer

Today's consumer is more mobile, busier, and less connected to traditional

media

than ever.

We will provide a fast evolving, data driven, context for how vast the media changes within U.S. consumers have arisen, and methods that marketers are using in reaching consumers in this fragmenting landscape. Slide5

My basic viewpoint

Marketing is changing SO rapidly that is hard to know “What” to DO , complicating ‘How’ and ‘Why’My goal is to inform you as to trends.My mid-p.m. presentation will be more specific to Mt. Washington Valley.Slide6

Quiz

What are some of the major changes occurring in marketing today?Demographics

Psychographics

B2C purchasing

Media ConsumptionSlide7
Slide8

Where are We Today?

Income gradientsBifurcating consumer markets

“Where is the

Middle Class

”? In a “Muddle”Diminishing incomesLow savingsSlide9
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HH Formation TrendsSlide13

Changing Race/Ethnic MakeupSlide14
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Oldest States in the Country

(nh.gov)

http://www.nhes.nh.gov/elmi/products/documents/ec-0514.

pdfSlide16

Median Value of ALL assets, including Housing

AGE OF HOUSEHOLDER  

Less

than 35 years

$6,676 35 to 44 years 35,000 45 to 54 years 84,542 55 to 64 years 143,964 65

years and over

170,516

65 to 69 years

194,226

70

to 74 years

181,078

75

and over

155,714

Slide17
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Assets by Educational Attainment

No High School Diploma $9,800 High

School Graduate Only

$43,945

Some College, No Degree $49,082 Associate's Degree $56,512 Bachelor's Degree $147,148 Graduate or Professional Degree $240,750 Slide21

Businesses need to be Upscale or

DownScale

http://www.nytimes.com/2014/02/03/business/the-middle-class-is-steadily-eroding-just-ask-the-business-world.html

The top 5 percent of earners accounted for almost

40% of personal consumption expenditures in 2012,

up from

27

%

in 1992.

Largely

driven by this increase, consumption among the top 20 percent grew to more than 60

% over

the same period

.

Bottom percent? Went from 47 to 39%.Slide22

Businesses ‘Lost in the Middle’

Upscale

Middle

Downscale

Capital GrilleMacy’sGE $2000 appliances

Red

Lobster

Olive Garden

Sears/Kmart

Walmart

/Target

J.C. Penney

“Casual Dining”

Fridays ****

Chilli’s

Applebees

Varying

Dollar Stores

GE $800 appliancesSlide23
Slide24

NewsSlide25

Which are the Wealthiest States?Slide26
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Do celebrities matter? No so much..Slide29
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Top 10 Metro Areas for Wealthy

Millenials Slide34

The Millenial Online World.Slide35

Mobile Devices Become Primary Entertainment SourceSlide36

Internet Adoption Rates Slide37

What influences people to buy?Slide38

News

Advertising from the restaurants, clothing stores and consumer electronics categories are the most trusted with diet products, financial services, pharmaceutical and cars the least trusted. Slide39

Source: http://research.yougov.com

/

Least Trusted ads by business type….Slide40

News

Soda sales collapse:Slide41

More on ads….Slide42

Many Countries seeing online Purchase growing.Slide43
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“Bad Brands”Slide47

Who do you trust? – “Almost no one…”Slide48

Suspicion is growing….Slide49

There are only a few social media that matter overall…Slide50

Who Uses Which Social Networking Platform?Slide51

How long do people stay after clicking?Slide52
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Why is the Super Bowl Still so BIG?Slide56
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Younger and Whiter means More Mobile BankingSlide60
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Aging and Marketing ChallengesSlide64
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Email is not dead, at all….Slide68
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Compare vs. Web time of DaySlide70

Other concerns? PrivacySlide71
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Younger Share More than ‘Elders’Slide73
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Thanks for Listening

Copy of Slides?

Send Email to: Wtroy@unh.edu

Phone: 603-641-4345 (office)Slide79

BACK UP SlidesSlide80
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Slide82

‘Show rooming’ – in decline?Slide83

Who is actively engaged in social media with TV?

Shom More....
By: celsa-spraggs
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Type: Public

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