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Subcultures and Consumer Behavior CHAPTER TWELVE.

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Presentation on theme: "Subcultures and Consumer Behavior CHAPTER TWELVE."— Presentation transcript:

1 Subcultures and Consumer Behavior CHAPTER TWELVE

2 Learning Objectives 1.To Understand What Subculture Is, and Its Relationship to Culture. 2.To Understand Nationality as a Subcultural Influence on Consumer Behavior. 3.To Understand Religious Affiliation as a Subcultural Influence on Consumer Behavior. 4.To Understand Geographic and Regional Residences as Subcultural Influences on Consumer Behavior. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall2Chapter Twelve Slide

3 Learning Objectives (continued) 5.To Understand Racial Identity as a Subcultural Influence on Consumer Behavior. 6.To Understand Age as a Subcultural Influence on Consumer Behavior. 7.To Understand Gender as a Subcultural Influence on Consumer Behavior. 8.To Understand How Multiple Subcultural Memberships Jointly Influence Consumer Behavior. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall3Chapter Twelve Slide

4 Why Is State Farm Running Magazine Ads in Spanish? At Whom Are These Ads Directed? 4Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

5 To Build their Market by Reaching the Hispanic American Consumer 5Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

6 Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society. 6Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

7 Discussion Questions Would you categorize yourself as belonging to any subcultures? How does it affect your consumer purchases? 77Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

8 Relationship Between Culture and Subculture - Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

9 Examples of Major Subcultural Categories Table 12.1 CATEGORIESEXAMPLES NationalityGreek, Italian, Russian ReligionCatholic, Hindu, Mormon Geographic regionEastern, Southern, Southwestern RaceAfrican American, Asian, Caucasian AgeTeenagers, Xers, elderly GenderFemale, male OccupationBus driver, cook, scientist Social classLower, middle, upper 9Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

10 Nationality Subculture - Hispanic 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 10Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

11 Why Is Days Inn Running Ads in Spanish, and Who Are the Consumers Targeted by Such Ads? 11Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

12 Because Hispanic Americans who Speak Spanish as a First Language Tend to Prefer Spanish-Language Advertising 12Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

13 13 Nationality Subculture – Hispanic U.S. Hispanic Population by Place of Origin Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

14 Segmenting the Hispanic Market Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

15 Religious Subcultures 200+ organized religious groups in the U.S. Primary organized faiths include: – Protestant denominations – Roman Catholicism – Islam – Judaism Consumer behavior symbolically and ritualistically associated with the celebration of religious holidays. 15Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

16 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 16Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

17 Major Racial Subcultures African American The African American Consumer – 13 percent of the U.S. population – Purchasing power estimated at $845 billion 17Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

18 What Are the Strategic Goals of This Ad? 18Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

19 This Ad is Placed in “Black Media” which is Very Important to Many African Americans. 19Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

20 Major Racial Subcultures African American Prefer leading brands over private-label brands Brand loyal Higher than average trips to grocery store and higher spending Spend more then other segments on telephone services 20Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

21 Major Racial Subcultures Asian American Fastest growing racial segment Diverse group including 6 major ethnicities: – Chinese, Filipino, Indian, Vietnamese, Korean, and Japanese 95% live in metropolitan areas and business ownership is high 21Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

22 Region of Residence for Selected Subcultural Groups – Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

23 Major Racial Subcultures Asian American Increasing buying power Diverse so few trends Many prefer ads in English as language is self reported as well spoken Figure 12.8 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall23Chapter Twelve Slide

24 Major Age Subcultures Generation Y Generation X Baby Boomers Seniors 24Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

25 Generation Y According to sources, born OR Three groups – Gen Y Adults – – Gen Y Teens – – Gen Y Tweens 8-12 Twixters – and live with parents 25Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

26 Discussion Questions Is it ethical for marketers of high-priced goods, an iPod for example, to target tweens? How might they market responsibly? 26Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

27 Generation X Born between 1965 and 1979 Also referred to as Xers, busters, or slackers Do not like labels, are cynical, and do not want to be marketed to 27 Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

28 Baby Boomers Born between 1946 – 1964 More than 40 percent of the adult population Motivated consumers Not anxious to retire and handle it as: – Opportunity for a new start – A continuation of preretirement life – Unwelcome disruption – Transition to old age 28 Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

29 Older Consumers Roughly 65 years and older Growing segment due to better medical care, declining birthrate and the aging of the large baby boomer segment Three segments by age – The Young-Old (65-74) – The Old (75-84) – The Old-Old (85 and older) 29Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

30 Older Consumers Segmentation can also be done on motivations and quality-of-life orientation Cyberseniors 30Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

31 How Seniors Use the Internet Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

32 Discussion Questions 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? 32Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

33 Issues in Understanding Gender as a Subculture Sex Roles and Consumer Behavior – Masculine vs. Feminine Traits Consumer Products and Sex Roles Women as depicted in Media 33Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

34 Working Women Segments of ALL women – Stay-at-home – Plan-to-work – Just-a-job working – Career-oriented working 34 Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

35 Consumer Electronics Products Women Are Most Interested in Buying - Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

36 Subcultural Interaction Marketers should strive to understand how multiple subcultural memberships jointly influence consumers behavior 36Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide

37 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 37Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Twelve Slide


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