1. 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:

2. 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

3. 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

4. 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.)

5. 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

6. 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.

7. 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%

8. Regional Consumption Differences NortheastNorth CentralSouthWest Media Cosmopolitan9684 106111 Outdoor Life971318988 Vibe1791006781 Premiere8310583138 Religious radio 5410914363 “Nick at Nite”1221109085 Hobbies/Activities Hunting (with rifle)961329281 Tennis1007884151 Movie attendance1078281145 Attend high school sports821489375

9. Regional Consumption Differences (cont.) NortheastNorth CentralSouthWest Product Use Imported wine136959087 Domestic wine1186868171 Diet cola drinks941299582 Regular cola drinks758713481 Mouthwash1111009992 Laptop/notebook1117275161 Restaurants/Shopping Fast-food restaurants7411011392 Kmart931239195 The Gap162937493 Eddie Bauer10312359139 Banana Republic1348275128

10. 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