Ch. 5: Subcultures and Consumer Behavior –A distinct cultural group that exists as an identifiable segment within a larger, more complex society. Subcultural Traits of Hispanic Americans Dominant Cultural Traits of U.S. Citizens Subcultural Traits of Asian Americans Ex:

Importance of Subcultures Individuals Identification with core culture Identification with a subculture Core culture values and norms Subculture values and norms Mass market behaviors Unique market behaviors

Types of Subcultures Categories Examples of Subcultures Age Ethnic Origin Gender Income Level Nationality Adolescent, young adult, middle- aged, elderly African, Hispanic, Asian, European Female, male Affluent, middle income, poor, destitute French, Malaysian, Australian

Examples of Subcultures Religion Family Type Occupation Geographic region Community Jewish, Catholic, Mormon, Buddhist Single parent, divorced/no kids, two parents/kids Mechanic, accountant, priest, clerk New England, Southwest, Midwest Rural, small town, suburban, city Categories Types of Subcultures (cont.)

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 and government intervention in business

Ways in Which “Hispanic” Has Been Defined NAME OF INDICATOR NATURE/SCOPE AND COMMENTARY Spanish surname Not a definitive; since a non-Hispanic person might have a Spanish surname, or an Hispanic person might have a non-Spanish surname. Country of origin The birthplace of persons born in the Untied States of Hispanic parents would not reveal their Hispanic background. Country of family ancestry Includes those individuals who may not be Hispanic despite coming form a particular Spanish-Latin country. Spanish spoken at home A significant minority of Hispanic households may speak English at home, yet consider themselves to be cultural Hispanic. Self- identification It is reasonable that if an adequate number of self-report choices are offered, a person might identify himself or herself as “Hispanic.” Degree of identification This measure captures the “degree” of personal identification as “Hispanic” and augments the self-identification measure.

Travel-Related Behavior of Jewish vs. and General Population BEHAVIOR JEWISH MEDIA READER TOTAL U.S. AVERAGE Taken a trip outside the U.S. within the past 3 years60.3%18.4% Taken 10 or more trips outside the U.S. within the last 3 years 6.9% 1.2% Taken a cruise within the past 3 years31.4% 6.4% Belong to a frequent flier program67.5% 9.1% Personally rented a car within the past 12 months48.1%11.4%

Regional Consumption Differences NortheastNorth CentralSouthWest Media Cosmopolitan Outdoor Life Vibe Premiere Religious radio “Nick at Nite” Hobbies/Activities Hunting (with rifle) Tennis Movie attendance Attend high school sports

Regional Consumption Differences (cont.) NortheastNorth CentralSouthWest Product Use Imported wine Domestic wine Diet cola drinks Regular cola drinks Mouthwash Laptop/notebook Restaurants/Shopping Fast-food restaurants Kmart The Gap Eddie Bauer Banana Republic

Acculturation The process by which people in one culture or subculture come to understand and adapt to the cultural meanings used in another culture or subculture. Consumer acculturation – how people acquire the ability and cultural knowledge to be a skilled consumer in a different culture or subculture. Honeymoon stage Rejection stage Tolerance stage Integration stage