1. Chapter 13:
Subculture
and
Social Class

2. Types of subcultures Examples of Subcultures Demographic
Characteristic
Examples of Subcultures
Age
Ethnic Origin
Gender
Race
Income Level
Adolescent, young adult, middle-
aged, elderly
African, Hispanic, Asian, European
Female, male
Black, Caucasian, Oriental
Affluent, middle income, poor,
destitute

3. Types of subcultures Examples of Subcultures Demographic
Characteristic
Examples of Subcultures
Nationality
Religion
Family Type
Occupation
French, Malaysian, Australian,
Canadian
Jewish, Catholic, Mormon, Buddhist,
Muslim
Single parent, divorced/no kids,
two parents/kids
Mechanic, accountant, priest,
professor, clerk

4. Types of subcultures Examples of Subcultures Demographic
Characteristic
Examples of Subcultures
Geographic
region
Community
New England, Southwest, Midwest
Rural, small town, suburban, city

5. Social Class Groups General Consumer Behavior Social Class UPPER
AMERICANS
(UPPER-UPPER,
LOWER-UPPER,
UPPER-MIDDLE)
(14 % of
population)
Quality merchandise is prized
Special Attention is paid to prestige brands
Spending with good taste
Self expression
Neighborhood is important

6. Social Class Groups General Consumer Behavior Social Class MIDDLE
(32 % of
population)
Want to do the “right thing”
Buy “what’s popular”
Follow recommendations of “experts”
Spending on “worthwhile experiences for children”
Live in “better side of town”

7. Social Class Groups General Consumer Behavior Social Class WORKING
(38 % of
population)
Depend on relatives for economic and emotional support
Emphasis on family ties
Rising incomes in some cases
“Keeping up with the times”
Ease of labor and leisure

8. Social Class Groups General Consumer Behavior Social Class LOWER
AMERICANS
(16 % of
population)
Some prone to instant gratification
Others to resisting worldly temptations
Diversity in values and consumption