5Hispanic Subculture Demographics Median age is 10 years younger than the populationConcentrated in which cities?12 Hispanic subgroups -4 major subgroups:Mexicans: 64% -Puerto Ricans: 12%Cubans: 4-5%Dominicans: own
6Issues in Studying Hispanic American Subcultures Hispanic Consumer BehaviorStronger preference for well-established brandsSome are shifting food shopping to non-ethnic American-style supermarketsYouths are more fashion-conscious
7Table 13.2 Traditional Characteristics of the Hispanic American Market Prefer well-known or familiar brandsBuyAre fashion-consciousHistorically prefer to shop at smaller personal storesBuy brands advertised by their ethnic-group storesTend not to be impulse buyers (i.e., are deliberate)Increasingly clipping and using cents-off couponsLikely to buyPreferTend to be negative about marketing practices
8Table 13.3 Traditional “Hispanic”Variables Spanish SurnameCountry of OriginCountry of family ancestrySpanish spoken at homeSelf-identificationDegree of identification
9Marketplace behaviors Heavy users and buyers of cosmetics and toiletriesFamily shopping is a weekend outingtend to be loyal to firms that are socially responsible…….. brand loyal than the average AmericanPrefer using cash - why?Event marketing is highly recommended by marketers - why?
11Religious Subcultures 200+ organized religious groups in the U.S.Primary organized faiths include:Protestant denominationsRoman CatholicismJudaismConsumer Behavior is directly affected by religion in terms of
12Geographic Subcultures Regional identification is used as a way of describing othersGeographic subcultures even at the neighborhood levelwhy the interest in researching geographic subcultures?
13Regional SubculturesMany regional differences exist in consumption behaviorWesterners have a mug of black coffeeEasterners have a cup of coffee with milk and sugarWhite bread is preferred in the South and MidwestRye and whole wheat are preferred on the East and West coasts
14Major Racial Subcultures The African-American ConsumerLargest racial minority in U.S.Purchasing power estimated at $572 billionAsian-American ConsumersCurrently about 12 million in sizeEstimated at 13 million in 2005Gain of 54% since 1990
15Reaching the African-American Audience Two Alternate StrategiesRunning all the advertising in general mass mediaRunning additional advertising at special advertising in selected media directed exclusively to African-Americans
16Major Racial Subcultures Asian-American ConsumersMedian age is 27, highest median income, highest rate of completing college.Currently about 10 million in sizeEstimated at 10.9 million in 2001Gain of almost 50% since 1990Chinese 23%Filipinos 19%Japanese 12%Asian Indian 11%Korean 11%Vietnamese 14%
17Asian-American Consumers Where Are the Asian-Americans?Asian-Americans As ConsumersBuying power of $110 billion annuallyAttracted to retailers who welcome Asian-American patronage
18Major Racial Subcultures Value quality - well known brandsgenerally male oriented decision makingVERY diverse cultural backgroundsJapanese Americans buy quality products and have the money to spendAsian Indians are usually vegetariansKoreans prefer shopping in personChinese will pay cash for a car, Japanese will finance it
19Major Age Subcultures Generation X Market Generation Y Market Seniors Baby Boomer Market
20Born between 1977 and 1994; also called and millennium generation Generation YBorn between 1977 and 1994; also calledand millennium generation
213 Subsegments of Gen YGen Y AdultsGen Y TeensGen Y Tweens
22Generation XBorn between 1965 and 1979; post baby boomer segment (also referred to as ).
23Baby BoomersIndividuals born between 1946 and 1964 (approximately 45% of the adult population).
24Baby Boomers Frequently make important consumer purchase decisions Include a small subsegment of trendsetting consumers ( ) who influence consumer tastes of other age segments
25SeniorsGenerally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers” market.
26Three Senior Subsegments The Young-Old (65-74)The Old (75-84)The Old-Old (85 and older)
27Table 13.12 Comparison of New-Age and Traditional Elderly NEW-AGE ELDERLYTRADITIONAL/STEREOTYPICAL ELDERLYPerceive themselves to be different in outlook from other people their agePerceive all older people to be about the same in outlookAge is seen as a state of mindSee age as more of a physical stateSee themselves as younger than their chronological ageSee themselves at or near their chronological ageFeel younger, think younger, and “do” youngerTend to feel, think, and do things that they feel match their chronological ageHave a genuinely youthful outlookFeel that one should act one’s ageFeel there is a considerable adventure to living
28Issues in Understanding Sex as a Subculture Sex Roles and Consumer BehaviorMasculine vs. Feminine TraitsThe Working WomanSegmentation IssuesShopping Patterns
29Segmenting the Female Market Four Segments:Stay-at-Home HousewivesPlan-to-Work HousewivesCareer-Oriented Working Women
30Table 13.10 How Women Control the Purse Strings Women control or influence…80% of all purchase decisions80% of new vehicle purchases46% of menswear purchases82% of supermarket purchases53% of investment decisions70% of appliance choicesWomen also…handle 75% of family financesconstitute 40% of business travelare 43% of the persons with assets over $500,000