1. Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 13 Subcultures and Consumer Behavior

2. 13 - 2 Copyright 2007 by Prentice Hall Chapter Outline What Is Subculture? Nationality Subcultures Religious Subcultures Geographic and Regional Subcultures Racial Subcultures Age subcultures Sex as a Subculture

3. 13 - 3 Copyright 2007 by Prentice Hall Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society.

4. 13 - 4 Copyright 2007 by Prentice Hall Relationship Between Culture and Subculture - Figure 13.1

5. 13 - 5 Copyright 2007 by Prentice Hall Table 13.1 Examples of Major Subcultural Categories CATEGORIESEXAMPLES NationalityGreek, Italian, Russian ReligionCatholic, Hindu, Mormon Geographic regionEastern, Southern, Southwestern RaceAfrican American, Asian, Causasian AgeTeenagers, Xers, elderly GenderFemale, male OccupationBus driver, cook, scientist Social classLower, middle, upper

6. 13 - 6 Copyright 2007 by Prentice Hall An ad showing many racial subcultures

7. 13 - 7 Copyright 2007 by Prentice Hall 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 than non-Hispanic peers

8. 13 - 8 Copyright 2007 by Prentice Hall Table 13.4 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. 13 - 9 Copyright 2007 by Prentice Hall Discussion Question weblink Why is it important to have a Web site devoted to Hispanic business?

10. 13 - 10 Copyright 2007 by Prentice Hall 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.

11. 13 - 11 Copyright 2007 by Prentice Hall 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

12. 13 - 12 Copyright 2007 by Prentice Hall Boston.com is one of the strongest regional news Web sites. weblink

13. 13 - 13 Copyright 2007 by Prentice Hall Table 13.8 Product Purchase/Usage by Leading Metropolitan Market PRODUCT PURCHASE/USAGE HIGHEST PURCHASE/ USAGE LOWEST PURCHASE/ USAGE Body powerNew YorkSan Francisco Energy drinksSan FranciscoPhiladelphia Artificial SweetenerLos AngelesDallas-Fort Worth Total beer/aleChicagoPhiladelphia Ground coffeeBostonLos Angeles GasolineDallas-Fort WorthNew York Jams and JelliesClevelandSan Francisco Hair growth productsNew YorkBoston Attend an auto showDetroitWashington, D.C. Grated cheesePhiladelphiaLos Angeles Attend a movie once a monthBostonDallas-Fort Worth Own a mountain bikeSan FranciscoNew York

14. 13 - 14 Copyright 2007 by Prentice Hall 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

15. 13 - 15 Copyright 2007 by Prentice Hall Table 13.10 Comparison of Purchase Patterns Mouthwash97122 Hand and body cream97118 PRODUCT/ACTIVITY ANGLO- WHITE AFRICAN AMERICAN Dental floss10286 Car rental – business use94137 Own a digital camera10745 Vitamin and dieting supplements10377 Energy drinks93137 Barbeque and seasoning sauces101103 Ready-to-drink cappuccino96115 Greeting card10385 Instant breakfast97121 102 100 HISPANIC AMERICAN 91 90 71 86 161 86 133 81 98 Cat treat1094557

16. 13 - 16 Copyright 2007 by Prentice Hall This ad for Vibe Vixen magazine targets the African American Urban subculture.

17. 13 - 17 Copyright 2007 by Prentice Hall Major Age Subcultures Generation X Market Baby Boomer Market Seniors Market Generation Y Market

18. 13 - 18 Copyright 2007 by Prentice Hall This ad generates pride in your “age” generation.

19. 13 - 19 Copyright 2007 by Prentice Hall Generation Y Born between 1977 and 1994; also called echo boomers and millennium generation.

20. 13 - 20 Copyright 2007 by Prentice Hall Three Subsegments of Gen Y Gen Y Adults Gen Y Teens Gen Y Tweens The Twixter span Gen Y and Gen X and are 21-29 years old

21. 13 - 21 Copyright 2007 by Prentice Hall Discussion Question Is it ethical for marketers of high priced goods, an iPod for example, to target tweens? How might they market responsibly?

22. 13 - 22 Copyright 2007 by Prentice Hall In addition to younger girls, American Girl also targets tweens. weblink

23. 13 - 23 Copyright 2007 by Prentice Hall Generation X Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters).

24. 13 - 24 Copyright 2007 by Prentice Hall Baby Boomers Individuals born between 1946 and 1964 (approximately 45 percent of the adult population).

25. 13 - 25 Copyright 2007 by Prentice Hall 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

26. 13 - 26 Copyright 2007 by Prentice Hall Seniors Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers” market.

27. 13 - 27 Copyright 2007 by Prentice Hall Three Senior Subsegments The Young-Old (65-74) The Old (75-84) The Old-Old (85 and older)

28. 13 - 28 Copyright 2007 by Prentice Hall AARP is one of the organizations in the U.S. dedicate to seniors. weblink

29. 13 - 29 Copyright 2007 by Prentice Hall Discussion Question 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?

30. 13 - 30 Copyright 2007 by Prentice Hall How Seniors Use the Internet Figure 13-6

31. 13 - 31 Copyright 2007 by Prentice Hall Issues in Understanding Sex as a Subculture Sex Roles and Consumer Behavior –Masculine vs. Feminine Traits The Working Woman –Segmentation Issues –Shopping Patterns

32. 13 - 32 Copyright 2007 by Prentice Hall Consumer Electronics Products Women Are Most Interested in Buying Figure 13-7

33. 13 - 33 Copyright 2007 by Prentice Hall Segmenting the Working Women Market Four Segments: –Stay-at-Home Housewives –Plan-to-Work Housewives –Just-a-Job Working Women –Career-Oriented Working Women