Subcultures and
Subcultures and
Consumer
Consumer
Behavior
Behavior
CHAPTER
CHAPTER
TWELVE
TWELVE
Learning Objectives
Learning Objectives
1.
1. T
To
o Und
Under
erst
stand
and Wha
What S
t Subc
ubcult
ultur
ure Is
e Is, a
, and
nd Its
Its
Relationship to Culture.
Relationship to Culture.
2.
2. T
To U
o Unde
nders
rsta
tand Na
nd Natio
tional
nality
ity as
as a S
a Subc
ubcult
ultur
ural
al
Influence on Consumer Behavior.
Influence on Consumer Behavior.
3.
3. T
To Und
o Under
erst
stand R
and Reli
eligio
gious Af
us Affil
filia
iatio
tion as a S
n as a Subc
ubcult
ultur
ural
al
Influence on Consumer Behavior.
Influence on Consumer Behavior.
4.
4. T
To Un
o Under
derst
stand Ge
and Geogr
ograph
aphic an
ic and R
d Regi
egiona
onal R
l Resi
esiden
dences
ces
as Subcultural Influences on Consumer Behavior.
Learning Objectives
Learning Objectives
1.
1. T
To
o Und
Under
erst
stand
and Wha
What S
t Subc
ubcult
ultur
ure Is
e Is, a
, and
nd Its
Its
Relationship to Culture.
Relationship to Culture.
2.
2. T
To U
o Unde
nders
rsta
tand Na
nd Natio
tional
nality
ity as
as a S
a Subc
ubcult
ultur
ural
al
Influence on Consumer Behavior.
Influence on Consumer Behavior.
3.
3. T
To Und
o Under
erst
stand R
and Reli
eligio
gious Af
us Affil
filia
iatio
tion as a S
n as a Subc
ubcult
ultur
ural
al
Influence on Consumer Behavior.
Influence on Consumer Behavior.
4.
Learning Objectives
Learning Objectives (continu
(continued)
ed)
5.
5. T
To U
o Unde
nders
rsta
tand Ra
nd Racia
cial Id
l Ident
entity
ity as
as a S
a Subc
ubcult
ultur
ural
al
Influence on Consumer Behavior.
Influence on Consumer Behavior.
6.
6. T
To U
o Unde
nders
rsta
tand Ag
nd Age as
e as a Su
a Subcu
bcultu
lturral In
al Influ
fluenc
ence on
e on
Consumer
Consumer Behavior
Behavior..
7.
7. T
To Un
o Under
derst
stand G
and Gend
ender as
er as a Su
a Subcu
bcultu
lturral Inf
al Influe
luence o
nce on
n
Consumer
Consumer Behavior
Behavior..
8.
8. T
To
o Und
Under
erst
stand
and Ho
How
w Mul
Multip
tiple
le Sub
Subcul
cultur
tural
al
Memberships Jointly Influence Consumer Behavior.
Memberships Jointly Influence Consumer Behavior.
Why Is State Farm Running Magazine
To Build their Market by Reaching the
Hispanic American Consumer
Subculture
A distinct cultural group
that exists as an
identifiable segment
within a larger, more
Discussion Questions
•
Would you categorize yourself as belonging to
any subcultures?
Relationship Between Culture and
Subculture - Figure 12.2
Examples of Major Subcultural Categories
Table 12.1
CATEGORIES
EXAMPLES
Nationality
Greek, Italian, Russian
Religion
Catholic, Hindu, Mormon
Geographic region
Eastern, Southern, Southwestern
Race
African American, Asian, Caucasian
Age
Teenagers, Xers, elderly
Gender
Female, male
Occupation
Bus driver, cook, scientist
Social class
Lower, middle, upper
Nationality Subculture - Hispanic
•
Stronger preference for well-established
brands
•
Prefer to shop at smaller stores
•
Some are shifting food shopping to
non-ethnic American-style supermarkets
•
Youths are more fashion conscious than
non-Hispanic peers
Why Is Days Inn Running Ads in Spanish, and
Who Are the Consumers Targeted by Such Ads?
Because Hispanic Americans who Speak Spanish as a First
Language Tend to Prefer Spanish-Language Advertising
Nationality Subculture
–
Hispanic
U.S. Hispanic Population by Place of Origin
Figure 12.3
Segmenting the Hispanic Market
Figure 12.5
Religious Subcultures
•
200+ organized religious groups in the U.S.
•Primary organized faiths include:
–
Protestant denominations
–Roman Catholicism
–
Islam
–Judaism
•
Consumer behavior symbolically and ritualistically
associated with the celebration of religious
holidays.
Regional Subcultures
•
Many regional differences exist in
consumption behavior
–
Westerners have a mug of black coffee
–
Easterners have a cup of coffee with milk and
sugar
–
White bread is preferred in the South and
Midwest
Major Racial Subcultures
African American
•
The African American Consumer
–
13 percent of the U.S. population
What Are the
This Ad is Placed in “Black Media” which is Very
Major Racial Subcultures
African American
•
Prefer leading brands over private-label
brands
•
Brand loyal
•
Higher than average trips to grocery store
and higher spending
•
Spend more then other segments on
telephone services
Major Racial Subcultures
Asian American
•
Fastest growing racial segment
•
Diverse group including 6 major ethnicities:
–
Chinese, Filipino, Indian, Vietnamese, Korean,
and Japanese
•
95% live in metropolitan areas and business
ownership is high
Region of Residence for Selected
Major Racial Subcultures
Asian American
•
Increasing buying
power
•
Diverse so few trends
•Many prefer ads in
English as language is
self reported as well
spoken
Major Age Subcultures
Generation
Y
Generation
X
Baby
Boomers
Seniors
Generation Y
•
According to sources, born 1977-1994 OR
1982-2000
•
Three groups
–
Gen Y Adults
–
19-28
–Gen Y Teens
–
13-18
–Gen Y Tweens 8-12
Discussion Questions
•
Is it ethical for marketers of high-priced goods,
an iPod for example, to target tweens?
Generation X
•
Born between 1965 and 1979
•
Also referred to as
Xers
,
busters, or slackers
•Do not like labels, are cynical, and do not want
Baby Boomers
•
Born between 1946
–
1964
•
More than 40 percent of the adult population
•Motivated consumers
•
Not anxious to retire and handle it as:
–
Opportunity for a new start
–
A continuation of preretirement life
–Unwelcome disruption
Older Consumers
•
Roughly 65 years and older
•
Growing segment due to better medical care,
declining birthrate and the aging of the large
baby boomer segment
•
Three segments by age
–
The Young-Old (65-74)
–The Old (75-84)
Older Consumers
•
Segmentation can also be done on
motivations and quality-of-life orientation
•Cyberseniors
How Seniors Use the Internet
Figure 12.9
Discussion Questions
•
How might the three senior segments differ in
their consumption of food products?
•
How might a marketer of a food product
market differently to the three subgroups?
Issues in Understanding Gender as a
Subculture
•
Sex Roles and Consumer Behavior
–
Masculine vs. Feminine Traits
•
Consumer Products and Sex Roles
•Women as depicted in Media
Working Women
•
Segments of ALL women
–
Stay-at-home
–Plan-to-work
–
