1. Chapter 13 Ethnic, Racial, and Religious Subcultures
CONSUMER BEHAVIOR, 9e Michael R. Solomon
Dr. Rika Houston
CSU-Los Angeles
MKT 342: Consumer Behavior

2. Subcultures and Consumer Identity
Consumer lifestyles are affected by group membership within the society-at-large
We all belong to many subcultures
Subcultures of age, race/ethnicity, place of residence
Microcultures share a strong identification with an activity, lifestyle, or aesthetics

3. Ethnic and Racial Subcultures
A self-perpetuating group of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category

4. Marketing Strategies Target Ethnicity
Ethnic subculture membership shapes consumer needs and wants
Marketers design marketing strategies to target the shared cultural needs and wants of ethnic subcultural groups

5. The Context of Culture
High-Context
Low-Context

6. Is Ethnicity a Moving Target?
Defining/targeting an ethnic group is not always so easy!
Is the United States really a “melting pot” society?
De-ethnicization

7. Figure 13.1 America’s Newest Markets

8. What is Acculturation?
The process of movement and adaptation to one country’s cultural environment by a person from another country
Acculturation occurs, at least in part, with the influence of acculturation agents:
Family
Friends
Schools
Religious organizations
Media

9. Figure 13.2 A Model of Consumer Acculturation

10. The “Big Three” American Ethnic Subcultures
African Americans
Hispanic Americans
Asian Americans
Hispanic population is now the largest ethnic subculture (12.5%)
Asian Americans (3.6%) are the fastest-growing racial group (due to immigration)

11. Limitations of Ethnicity-Based Target Marketing
Very controversial practice
Rife with stereotypes about race/ethnicity
Fine line between targeting and offending

12. African Americans
Overall spending patterns of blacks and whites are roughly similar
Household income and educational levels rising
Differences in consumption behaviors subtle but important

13. Hispanic Americans What does “Hispanic” mean? Consumer behavior
Brand loyal
Easy to reach
Highly concentrated geographically by country of origin

14. Distinguishing Characteristics of the Hispanic Market
Interests
Spirituality
Stronger family ties
More color in their lives
Larger family size
Spend more on groceries
Shopping is a family affair
Clothing children is matter of pride
Convenience is not important to homemakers

15. Asian Americans One of the fastest-growing groups
Most affluent, best educated
Most likely to hold technology-related jobs
Most brand-conscious but least brand loyal
Made up of culturally diverse subgroups that speak many different languages/dialects

16. Religious Subcultures
Religious themes impact everyday consumption
“Cult products”
Many marketing opportunities
Food
Clothing
Books
Music

17. Chapter 13: Ethnic, Racial, and Religious Subcultures Key Concepts
Subcultures and consumer identity
Ethnic and racial subcultures
Context of culture
De-ethnicization
Acculturation
Model of Consumer Acculturation
“Big Three” American Ethnic Subcultures
Religious subcultures
We’ve reviewed many concepts in this chapter. The key points are noted in the slide.