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SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12 Matakuliah: Perilaku Konsumen Tahun : 2009.

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Presentation on theme: "SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12 Matakuliah: Perilaku Konsumen Tahun : 2009."— Presentation transcript:

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2 SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12 Matakuliah: Perilaku Konsumen Tahun : 2009

3 Bina Nusantara University 3 Chapter 13 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Subcultures and Consumer Behavior

4 Bina Nusantara University 4 Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society.

5 Bina Nusantara University 5 Figure 13.1 Relationship Between Culture and Subculture Subcultural Traits of Easterners Dominant Cultural Traits of U.S. Citizens Subcultural Traits of Westerners

6 Bina Nusantara University 6 Table 13.1 Examples of Major Subcultural Categories CATEGORIESEXAMPLES NationalityJamaican, Vietnamese, French ReligionMormon, Baptist, Catholic Geographic regionNortheast, Southwest, Midwestern RacePacific Islander, Native American, Caucasian AgeSenior citizen, teenager, Xers GenderFemale, Male OccupationBus driver, mechanic, engineer Social classLower, middle, upper

7 Bina Nusantara University 7 Issues in Studying Hispanic American Subcultures Hispanic Consumer Behavior –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

8 Bina Nusantara University 8 Table 13.2 Traditional Characteristics of the Hispanic American Market Prefer well-known or familiar brands Buy brands perceived to be more prestigious Are fashion-conscious Historically prefer to shop at smaller personal stores Buy brands advertised by their ethnic-group stores Tend not to be impulse buyers (i.e., are deliberate) Increasingly clipping and using cents-off coupons Likely to buy what their parents bought Prefer fresh to frozen or prepared items Tend to be negative about marketing practices

9 Bina Nusantara University 9 Table 13.3 Traditional “Hispanic”Variables Spanish Surname Country of Origin Country of family ancestry Spanish spoken at home Self-identification Degree of identification

10 Bina Nusantara University 10 Figure 13.3 Targeting Hispanic-American Consumers

11 Bina Nusantara University 11 Figure 13.4 Hispanic Linguistic Challenge

12 Bina Nusantara University 12 Religious Subcultures 200+ organized religious groups in the U.S. Primary organized faiths include: –Protestant denominations –Roman Catholicism –Judaism Consumer Behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of religious holidays

13 Bina Nusantara University 13 Figure 13.5 Ad Containing Kosher Indicator

14 Bina Nusantara University 14 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 –Rye and whole wheat are preferred on the East and West coasts

15 Bina Nusantara University 15 Table 13.4 Product Purchase/Usage by Leading Metropolitan Market PRODUCT PURCHASE/USAGE HIGHEST PURCHASE/ USAGE LOWEST PURCHASE/ USAGE Own Rollerblades/in-line skatesDetroitDallas New domestic carDetroitSan Francisco New imported carWashington, D.C.Detroit Have life insuranceClevelandSan Francisco Drink Scotch whiskeyDallasCleveland Purchased men’s jeansClevelandNew York Have a bowling ballDetroitBoston Use eyelinerDallasPhiladelphia Use artificial sweetenersDallas-Fort WorthSan Francisco Used cough syrup (past 6 months)ChicagoWashington, D.C. Popcorn (past 6 months)DetroitNew York Lottery tickets (past 12 months)ClevelandWashington, D.C.

16 Bina Nusantara University 16 Major Racial Subcultures The African-American Consumer –Largest racial minority in U.S. –Purchasing power estimated at $572 billion Asian-American Consumers –Currently about 12 million in size –Estimated at 13 million in 2005 –Gain of 54% since 1990

17 Bina Nusantara University 17 Table 13.8 Comparison of Purchase Patterns Dress shoes99104 Women’s designer jeans96118 PRODUCT/ACTIVITY ANGLO WHITE AFRICAN Purchased men’s jeans10569 Have a rifle11222 Noncola soft drink 2+ glasses per week10469 Regular women’s jeans10380 Have a bowling ball10940 Baby powder 5+ times in past 7 days97129 Hair coloring past 6 months98116 Diet-cola soft drink 2+ glasses per week10859 Cough syrup 2+ times in past 30 days HISPANIC Women’s eyeliner

18 Bina Nusantara University 18 Major Age Subcultures Generation X Market Baby Boomer Market Seniors Market Generation Y Market

19 Bina Nusantara University 19 Generation Y Born between 1977 and 1994; also called echo boomers and millennium generation

20 Bina Nusantara University 20 3 Subsegments of Gen Y Gen Y Adults Gen Y Teens Gen Y Tweens

21 Bina Nusantara University 21 Figure 13.6 Gen Y Adult Appeal

22 Bina Nusantara University 22 Generation X Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters).

23 Bina Nusantara University 23 Baby Boomers Individuals born between 1946 and 1964 (approximately 45% of the adult population).

24 Bina Nusantara University 24 Baby Boomers The largest age category alive today Frequently make important consumer purchase decisions Include a small subsegment of trendsetting consumers (yuppies) who influence consumer tastes of other age segments

25 Bina Nusantara University 25 Figure 13.7 Appealing to Baby Boomers’ Sense of Self

26 Bina Nusantara University 26 Figure 13.8 Appealing to Yuppies

27 Bina Nusantara University 27 Seniors Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers” market.

28 Bina Nusantara University 28 Three Senior Subsegments The Young-Old (65-74) The Old (75-84) The Old-Old (85 and older)

29 Bina Nusantara University 29 Issues in Understanding Sex as a Subculture Sex Roles and Consumer Behavior –Masculine vs. Feminine Traits The Working Woman –Segmentation Issues –Shopping Patterns

30 Bina Nusantara University 30


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