Canadian Consumer Behavior

Canadian Identity and Consumer Behavior

• Tim Horton's, a popular Canadian brand, is actually owned by Brazilian 3G Capital, while Canadian Tire remains Canadian-owned.
• Canadian consumer behavior is often compared to that of the US, and Canadians define themselves in contrast to others.
• Satire is considered a Canadian sport, and Canada has produced many renowned comedians.
• Air Canada's "Travel Like a Canadian" and Roots Canada's celebration of 150 years of being nice are examples of Canadian branding.
• Age strongly influences consumer identity, as individuals from the same age cohort share similar experiences and preferences.
• Teens use products to express their identity, explore freedom, and rebel against authority, with a growing sense of family responsibility compared to past generations.
• Tweens, aged 8-14, are a lucrative market for marketers, spending $1.4 billion on various products and showing aspirations for fame.
• Kids, particularly "tweens," have a significant influence on family decisions, including food choices, clothing purchases, and family entertainment.
• Marketing to children can be problematic, with concerns about the promotion of junk food and unhealthy products.
• Children are naturally attracted to primary colors and cartoon characters, and the gaze of characters on cereal boxes affects brand trust and loyalty.
• Advertising is seen as a contributor to childhood obesity, with children spending a significant amount of time using media each day.
• The impact of marketing strategies on children, particularly in relation to food choices and brand loyalty, is a significant concern.