1. Chapter 13 Subcultures and Consumer Behavior
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Chapter Outline
What Is Subculture?
Nationality Subcultures
Religious Subcultures
Geographic and Regional Subcultures
Racial Subcultures
Age subcultures
Sex as a Subculture
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Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
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4. Relationship Between Culture and Subculture - Figure 13.1
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5. Table 13.1 Examples of Major Subcultural Categories
Nationality
Greek, Italian, Russian
Religion
Catholic, Hindu, Mormon
Geographic region
Eastern, Southern, Southwestern
Race
African American, Asian, Causasian
Age
Teenagers, Xers, elderly
Gender
Female, male
Occupation
Bus driver, cook, scientist
Social class
Lower, middle, upper
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6. An ad showing many racial subcultures
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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 than non-Hispanic peers
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8. 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
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9. Why is it important to have a Web site devoted to Hispanic business?
Discussion Question
Why is it important to have a Web site devoted to Hispanic business?
weblink
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10. 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.
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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
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12. Boston.com is one of the strongest regional news Web sites.
weblink
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13. Table 13.8 Product Purchase/Usage by Leading Metropolitan Market
HIGHEST PURCHASE/
USAGE
LOWEST PURCHASE/ USAGE
Body power
New York
San Francisco
Energy drinks
Philadelphia
Artificial Sweetener
Los Angeles
Dallas-Fort Worth
Total beer/ale
Chicago
Ground coffee
Boston
Gasoline
Jams and Jellies
Cleveland
Hair growth products
Attend an auto show
Detroit
Washington, D.C.
Grated cheese
Attend a movie once a month
Own a mountain bike
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14. 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
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15. Table 13.10 Comparison of Purchase Patterns
Mouthwash 97
122
Hand and body cream
118
PRODUCT/ACTIVITY
ANGLO-
WHITE
AFRICAN
AMERICAN
Dental floss
102 86
Car rental – business use 94
137
Own a digital camera
107 45
Vitamin and dieting supplements
103 77
Energy drinks 93
Barbeque and seasoning sauces
101
Ready-to-drink cappuccino 96
115
Greeting card 85
Instant breakfast
121
100
HISPANIC 91 90 71
161
133 81 98
Cat treat
109 57
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This ad for Vibe Vixen magazine targets the African American Urban subculture.
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Major Age Subcultures
Generation X Market
Generation Y
Market
Seniors
Market
Baby Boomer Market
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18. This ad generates pride in your “age” generation.
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19. Born between 1977 and 1994; also called
Generation Y
Born between 1977 and 1994; also called
echo boomers and millennium generation.
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20. Three Subsegments of Gen Y
Gen Y Adults
Gen Y Teens
Gen Y Tweens
The Twixter span Gen Y and Gen X and are years old
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Discussion Question
Is it ethical for marketers of high priced goods, an iPod for example, to target tweens?
How might they market responsibly?
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22. In addition to younger girls, American Girl also targets tweens.
weblink
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Generation X
Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters).
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24. Individuals born between 1946
Baby Boomers
Individuals born between 1946
and 1964 (approximately 45 percent of the adult population).
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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
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Seniors
Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers” market.
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27. Three Senior Subsegments
The Young-Old (65-74)
The Old (75-84)
The Old-Old (85 and older)
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28. AARP is one of the organizations in the U.S. dedicate to seniors.
weblink
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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?
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30. How Seniors Use the Internet Figure 13-6
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31. Issues in Understanding Sex as a Subculture
Sex Roles and Consumer Behavior
Masculine vs. Feminine Traits
The Working Woman
Segmentation Issues
Shopping Patterns
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Consumer Electronics Products Women Are Most Interested in Buying Figure 13-7
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33. Segmenting the Working Women Market
Four Segments:
Stay-at-Home Housewives
Plan-to-Work Housewives
Just-a-Job Working Women
Career-Oriented Working Women
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