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Multiculturalism: Catching up With the Future of Marketing By Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication, Florida State.

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Presentation on theme: "Multiculturalism: Catching up With the Future of Marketing By Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication, Florida State."— Presentation transcript:

1 Multiculturalism: Catching up With the Future of Marketing By Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication, Florida State University (650) © 2008 Felipe Korzenny

2 Agenda  The meaning of multiculturalism  Demographic similarities and differences  The multicultural marketing equation  Media Exposure  Technology Ownership  Purchase Influencers  Online Activities  Attitudes  Select cultural tendencies  Insights for positioning

3 Multicultural?  Am I multicultural?  A passing trend?  An eventual melting pot?

4 Multicultural Perspectives Multiple Identities Living Together… Or A New Identity Based on Diversity

5 Source: Armando Martin, XL Edge,

6 Multicultural Perspectives  Those resulting from “mixed” marriages?  According to the Current Population Survey 2008, 5,188,000 people in the US come from two or more races… less than 2% of the population  Not very likely… just think about Hispanics… Mestizo is at the core of many heritages from Latin America… plus many probably do not declare multiple races  Is being multicultural equivalent to multiracial?

7 Multicultural Perspectives  One essential element that minorities in the United States share is their experience of “being different.”  Not being from there or from here… “ni soy de aquí, ni soy de allá”  The common experience of marginalization, and then emergence, shapes unique characteristics of the cultures that compose the multicultural marketplace  The non-Hispanic White segment, used to being the “mainstream” is becoming marginalized and that creates a defensive reaction

8 Demographic Differences and Similarities Current Population Survey 2008

9 Age Average % Ages

10 Disability/Health Problem Limiting Work

11 Educational Attainment No High-School Diploma Bachelor’s or Higher

12 Average Family Income in 2007

13 Buying Power Source: Selig Center, University of Georgia, 2007

14 Household Income of 40K + in 2007

15 Family Size 4 Persons or More

16 Health Insurance Coverage in 2007

17 Employer Health Insurance 2007

18 Medicaid in 2007

19 Hispanic Race

20 Husband – Wife Families

21 Foreign Born

22 Not a Citizen (do not confuse with illegal)

23 23 Report Series: The Multicultural Marketing Equation Download Reports from: Data © 2008 Felipe Korzenny

24 Topics:  Media Exposure  Technology Ownership  Purchase Influencers  Online Activities  Attitudes

25 Methods  Online data collection  In 2007, sample sources were expanded from 2006 to include a segment of respondents that would answer the questionnaire in Spanish.  The sample of those other cultural groups answering in English, respondents were originally sampled via the Opinion Place online "river" methodology. This method has also been referred to as "RDD for the web" as it uses broadcast promotional intercepts to generate a flow of respondents to the Opinion Place site. Respondents are screened and assigned to surveys in real-time, and are not considered registered panelists since most do not return to the site for ongoing survey participation. October 18, 2008© 2008 Felipe Korzenny 25

26 Methods (continued)  For the sample of those answering in Spanish, respondents were invited from Tu Opinión Latina, a bilingual online Hispanic panel.  Fieldwork was executed from March ,  Respondents were required to be 18 years of age or older.  The actual number of completes per quota group is as follows:  n=513 Non-Hispanic Whites  n=493 Hispanic (English version)  n=428 Hispanic (Spanish version)  n=564 African Americans  n=502 Asians  Each respondent received a small incentive for completing the survey. October 18, 2008© 2008 Felipe Korzenny 26 English Speaking SegmentSpanish Speaking Segment Average survey length22 minutes31 minutes Response rate28%20% Completion rate79%82%

27 Income October 18, 2008© 2008 Felipe Korzenny 27 HEHSNHWAAA 32.00%12.30%28.50%18.60%45.40% Have a Household with Income of $80 K or Higher

28 Age (average) October 18, 2008© 2008 Felipe Korzenny 28 Considering that all were 18 and older

29 Media Exposure of those online October 18, 2008© 2008 Felipe Korzenny 29

30 Television October 18, 2008 © 2008 Felipe Korzenny 30

31 Radio October 18, 2008 © 2008 Felipe Korzenny 31

32 Newspapers October 18, 2008© 2008 Felipe Korzenny 32

33 Magazines October 18, 2008© 2008 Felipe Korzenny33

34 Internet Including October 18, 2008© 2008 Felipe Korzenny34

35 Cell-phone October 18, 2008© 2008 Felipe Korzenny 35

36 Cell-phone Hours by Age October 18, 2008© 2008 Felipe Korzenny 36

37 CD’s October 18, 2008© 2008 Felipe Korzenny 37

38 Mp3 October 18, 2008© 2008 Felipe Korzenny 38

39 Electronic Games October 18, 2008© 2008 Felipe Korzenny 39

40 Cell-phone/Other Uses October 18, 2008© 2008 Felipe Korzenny 40

41 Satellite Radio October 18, 2008© 2008 Felipe Korzenny 41

42 Music on TV October 18, 2008© 2008 Felipe Korzenny 42

43 Technology owned by those online October 18, 2008© 2008 Felipe Korzenny 43

44 Have a Blog October 18, 2008© 2008 Felipe Korzenny 44

45 Have a Blog by Age October 18, 2008© 2008 Felipe Korzenny 45

46 Have a Website October 18, 2008© 2008 Felipe Korzenny 46

47 Social Networking Sites I use social networking sites to express myself

48 Social Networking Sites I use social networking sites to stay connected to my culture

49 Have a Podcast October 18, 2008© 2008 Felipe Korzenny 49

50 Have Cell Phone with Camera October 18, 2008© 2008 Felipe Korzenny 50

51 Have Cell Phone with MP3 Player October 18, 2008© 2008 Felipe Korzenny 51

52 Have High-Speed Internet Access October 18, 2008© 2008 Felipe Korzenny 52

53 Have Wi-Fi/Wireless Internet Access October 18, 2008© 2008 Felipe Korzenny 53

54 Have a Digital Photo Camera October 18, 2008© 2008 Felipe Korzenny 54

55 Have a Digital Video Camera October 18, 2008© 2008 Felipe Korzenny 55

56 Have Satellite Radio October 18, 2008© 2008 Felipe Korzenny 56

57 Have Satellite TV October 18, 2008© 2008 Felipe Korzenny 57

58 Have an MP3 Player October 18, 2008© 2008 Felipe Korzenny 58

59 Purchase influencers of those online October 18, 2008© 2008 Felipe Korzenny 59

60 Influence of the Internet October 18, 2008© 2008 Felipe Korzenny 60 How important are each of the following in influencing the products you buy All p<.001

61 Influence of the Internet October 18, 2008© 2008 Felipe Korzenny 61 How important are each of the following in influencing the products you buy All p<.001

62 Influence of the Internet October 18, 2008© 2008 Felipe Korzenny 62 How important are each of the following in influencing the products you buy All p<.001

63 Online activities October 18, 2008© 2008 Felipe Korzenny 63

64 Online Activities Daily October 18, 2008© 2008 Felipe Korzenny 64

65 At Least Twice a Week Online Activities October 18, 2008© 2008 Felipe Korzenny 65

66 Attitudes of those online October 18, 2008© 2008 Felipe Korzenny 66

67 Ads October 18, 2008© 2008 Felipe Korzenny 67

68 Brands October 18, 2008© 2008 Felipe Korzenny 68

69 Brands October 18, 2008© 2008 Felipe Korzenny 69

70 Taboos October 18, 2008© 2008 Felipe Korzenny 70

71 Cultural Homophily October 18, 2008© 2008 Felipe Korzenny 71

72 Tradition October 18, 2008© 2008 Felipe Korzenny 72

73 Money October 18, 2008© 2008 Felipe Korzenny 73

74 Success October 18, 2008© 2008 Felipe Korzenny 74

75 Education October 18, 2008© 2008 Felipe Korzenny 75

76 Sharing I always try to buy things I can share with my spouse/partner

77 Assorted Specific Tendencies

78 African Americans Wish:  That companies and marketers build relationships  To be seen more than low-income individuals  To purchase products that are in accordance with their value system  Spirituality  Strong group cohesiveness  To see advertising that relates to their lifestyle.

79 African Americans:  Value respect  Tend to feel that brands ensure quality and predictability  Emphasis on community  Resent a low-income stereotype  “A shared complexion does not equal a shared culture”

80 Asian Americans  Confucianism- System of Subordination of the son to the father, younger to the elder, wife to the husband, and subject to the throne  High emphasis is placed on elderly people  Strict conservatism which makes the adoption of innovations a slow process  Less likely to use novelty products  Brand-Consciousness  Prefer buying Asian goods and high quality products  Preference for well-known companies and brands  Not as comfortable being identified as individuals  Products should emphasize benefits to many family members in different generations instead of one person  Tend to identify with country of origin  Term “Asian American” may not be accepted

81 Asian Americans  Brand-Consciousness  Prefer buying Asian goods and high quality products  Preference for well-known companies and brands  Not as comfortable being identified as individuals  Products should emphasize benefits to many family members in different generations instead of one person  Tend to identify with country of origin  Term “Asian American” may not be accepted  Money management is important  Emphasize value of products  Special promotions might encourage purchases  Highest use of credit cards and financial services than any other group  Sophisticated consumers

82

83 Hispanics  Acculturation makes a difference  Country of origin “orgullo”  Objective culture and Subjective culture  Culture Identification

84 Hispanics  Word of mouth  Older family members rely on younger members to inform  Very brand loyal  Low income, high purchase rate in specific categories  Present oriented… fatalism

85 Hispanics  Segmentation increasingly complicated by language proficiency and family composition  Media choices are more complex  Bilingual marketing  Speak to the culture  Careful with translations

86 What should be done next  Do qualitative research to understand how to connect with different cultural groups regarding the meaning of:  Divorce  Accidents  Home purchases  Contracts  Immigration  Conflict  Litigation vs. mediation, etc.

87 Multiculturalism: Catching up With the Future of Marketing By Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication, Florida State University (650) © 2008 Felipe Korzenny


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