1. Ethnic, Racial, and Religious Subcultures
Chapter 14
Ethnic, Racial, and
Religious Subcultures

2. Subcultures and Consumer Identity
Subcultures are Groups Whose Members Share Beliefs and Common Experiences That Set Them Apart From Others.
Ethnic Subcultures
Racial Subcultures
Religious Subcultures
Different Types
of Subcultures

3. Ethnicity and Marketing Strategies
Level & Type of Media Exposure
Subcultures are Very Important in Shaping People’s Needs and Wants and Membership is Often Predictive of Consumer Variables Such As:
Food Preferences
Wearing Distinctive Apparel
Political Behavior
Leisure Activities
Willingness to Try New Products

4. Ethnic and Racial Subcultures
Ethnic and Racial Stereotypes
Many subcultures have powerful stereotypes associated with them which can be positive or negative.
The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement.
New Ethnic Groups
New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language.
They tend to cluster together geographically which makes them easy to reach.

5. Mixed-Raced Americans
California census figures show that 4.7 percent of state residents, such as Rani Spudich, identified themselves as multiracial. Spudich, a San Francisco doctor, is Asian Indian and white.

6. Mixed-Raced Americans
"Cablinasian"
Blend of Caucasian, Black, Indian, and Asian (Thai) blood.

7. African American Subculture
African Americans comprise a significant racial subculture and account for 12% of the U.S. population.
Black/ White consumption differences that marketers should be aware of include, African Americans buying:
only 2% of trucks and vans; 25% on mass transit,
10% of TV’s, radios, and sound equipment,
17% of all encyclopedias and reference books,
28% more than other American consumers on baby products,
27% more cooking ingredients than average,
more than 50% of the cognac,
19% of the market for toiletries and cosmetics and 34% for hair care products,

8. Attitudes Among African Americans

9. African Americans and Mainstream Media
Watch 10 Hours of TV a Day Usually on
Major and Cable Networks
Heavy Readers of Local Morning Daily
Newspapers
Have Not Been Well Represented in
Mainstream Advertising, But This is Changing
Now Account for 25% of the People Depicted in
Commercials Which are More Racially Integrated

10. Black-Oriented Media Black-Oriented Media Depict Blacks
Black Sports and
Celebrity Figures
are Increasing
Depict Blacks
More Positively
Than General
Media
Retailers are
Targeting
African Americans
New Generation
of Magazines
Black-Oriented Media
Have Specific
Romance Novels

11. The Allure of the Hispanic Market
Demographically, two important characteristics of the Hispanic market are worth noting:
It is a young market - the median age is 23.6, while the U.S. average is 32.
The average Hispanic family contains 3.5 people, compared to only 2.7 for other U.S. households.
There are over 19 million Hispanic consumers in the U.S. and a number of factors make this market segment extremely attractive:
Large expenditures on groceries,
Brand loyal,
Concentrated geographically by national origin,
Education levels are increasing dramatically.

12. Diversity in California

13. Appealing to Hispanic Subcultures
A Need for
Status
Cuban
Americans -
Wealthiest
A Strong
Sense of
Pride
Mexican
Americans -
Fastest
Growing
Self-
Expression
Characteristics
of Hispanic
Consumers
Identity
From
Country of
Origin
Family
Devotion
Assertive
Role
Models

14. Understanding Hispanic Identity
Role of the Church
Role of the Catholic church is very important to the average Hispanic family.
However, one in five now practices some form of evangelical Protestantism.
Role of the Family
Preferences to spend time with family influence the structure of many consumption activities.
Product appeals that stress one’s ability to provide well for the family are important in this subculture.
Level of Acculturation
Acculturation refers to the process of movement and adaptation to one country’s cultural environment by a person from another country.
Progressive Learning Model - people gradually learn a new culture as they increasingly come in contact with it.

15. Immigration and Acculturation
Consumer Acculturation Agents
Consumer Acculturation Processes
Consumer Acculturation Outcomes
Individual Differences
1. Demographic Variables
2. Language - Spanish/ English
3. Recency of Arrival
4. Ethnic Identity
5. Environmental Factors
Culture of Origin Family Friends Media Institutions
Assimilation
Maintenance
Resistance
Segregation
Movement Translation Adaptation
Culture of Immigration Family Friends Media Institutions

16. Asian Americans are the Fastest Growing Minority Group in the U.S.
College Graduation Rate is Twice That of Whites and Quadruple That of African Americans and Hispanics.
Average Household Income is $2,000 Greater Than Whites, $7,000-$9,000 More Than African Americans and Hispanics.

17. Asian Demographics

18. Segmenting Asian Americans
Chinese is the Largest, Followed
by Filipino and Japanese
Segmenting Asian Americans
Diverse Languages
and Dialects
Increasing Birth Rate, But Still
Represent Only 2% of Population
Save More of Their Income,
Borrow Less, Conservative
Status Conscious, Buy
Premium Brands and
High-Tech Products

19. Reaching the Asian American Consumer
Overlooked Complex
Differences Among
Asian Subcultures
Translating Advertising
Messages Into Asian
Media
Problems Encountered by American Marketers
Been Insensitive to
Cultural Practices
Lack of Media Available
to Reach Asian
Americans

20. The Impact of Religion on Consumption
Personality
Attitudes Toward Sexuality
Political Attitudes
Birthrates and Household Formation
Income

21. Characteristics of Religious Subcultures
25% of Americans
10% of Americans
Catholic Subculture
More Children
Protestant Subculture
Stress Industriousness and Hard Work
Lower Socioeconomic Status
Part of the Power Elite
Collective Decision Making
Many in Science, Education, Government & Military
Many are Conservative

22. Characteristics of Religious Subcultures
33% of Americans
2% of Americans
Born-Again Subculture
Mostly Women and Older Citizens
Jewish Subculture
Exceptionally Strong Influence
Demarketing of Certain Products
High Socioeconomic Status
Protest Sex and Violence
Emphasis on Education
Consumption Patterns Unclear
Family Size Relatively Small

23. Characteristics of Religious Subcultures
3 - 4 Million Americans
Conservative
Muslim Subculture
Value Close-Knit Family
Structure
Few Marketers Target This
Subculture
Practice is Growing Worldwide