1. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. BABIN / HARRIS CB Microcultures CHAPTER 9 PART 3 ©JIM ARBOGAST/PHOTODISC/JUPITERIMAGES 1

2. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 2 Learning Outcomes Apply the concept of microculture as it influences consumer behavior. Know the major U.S. microcultural groups. Realize that microculture is not a uniquely American phenomenon. Perform a demographic analysis. Identify major cultural and demographic trends. LO 1 LO 2 LO 3 LO 4 LO 5

3. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 1 Apply the concept of microculture as it influences consumer behavior. 3

4. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 4 Culture is a universal phenomenon. Individuals may belong to many cultural groups at once. These groups may fluctuate. Culture is hierarchical. Smaller cultural groups (microcultures) link to one larger cultural group. –Microculture – a group of people who share similar values and tastes that are subsumed within a larger culture. LO 1 Microculture and Consumer Culture

5. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 5 LO 1 Exhibit 9.1 The Hierarchical Nature of Culture and Microculture

6. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 6 Microculture Roles and Expectations Each microculture has certain role expectations for its members. –Role conflict – a situation where a consumer experiences conflicting expectations based on cultural expectations. –Divergence – a situation in which consumers choose membership in microcultures in order to stand out or define themselves. LO 1 ©ISTOCKPHOTO.COM/4x6 ©ISTOCKPHOTO.COM/SUPERFLYIMAGES

7. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 2 Know the major U.S. microcultural groups. 7

8. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 Consumer preferences vary by region. In 1981, Garreau identified the nine nation approach to segmentation. One significant area in the U.S. is the “borderland” region, or the states that share a border with Mexico. LO 2 Regional Consumers

9. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 9 Exhibit 9.2 U.S. Regions LO 2

10. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Exhibit 9.3 Regional Differences and Preferences Among U.S. Consumers LO 2

11. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 11 Sex roles refer to the societal expectations for men and women among members of a cultural group. Marketers must be aware of sex-roles because they are linked to purchasing behavior. Marketing communications are carefully segmented towards males or females and their cognitive structuring. LO 2 Sex-Roles and Microculture ©SIMON RAWLES/ALAMY

12. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 12 Age-Based Microculture People of the same age tend to share similar values and consumer preferences. This is especially true if teens and seems to apply across nations leading to a world teen culture. LO 2 ©TON KOENE/ALAMY

13. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 Exhibit 9.4 Similarities and Differences among Teen Consumers LO 2

14. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 14 Generation Microculture Marketers pay close attention to generational effects in order to successfully promote products to each cohort. Cohort – a group of people who have lived the same major experiences, which end up shaping their core values. LO 2 Greatest Generation Greatest Generation Baby Boomers Baby Boomers Millennials Generation X

15. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 15 Religious Microculture Religion affects consumer culture because religious beliefs, even for the non-devout, can effect all manner of daily life. LO 2 Weekend Days Weekend Days Material Acquisitions Material Acquisitions Food and Beverage Consumption Budget Allocations Budget Allocations Clothing Choices Clothing Choices

16. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 16 Exhibit 9.5 Religious Percentages in the World and Select Nations LO 2

17. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 17 Ethnic Microculture LO 2 Hispanic Culture African-American Culture Asian Culture

18. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 18 Exhibit 9.6 Ethnic/Racial Groups in the U.S. based on U.S. Census Projections LO 2

19. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 19 Income and Social Class Microculture Terms to Know: Social Class Habitus Homogamy Social Stratification Status Symbols BOP Consumers LO 2

20. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 20 Social Class in the U.S. LO 2 Upper Class Lower Upper Class Upper Middle Class Upper Middle Class Lower Middle Class Lower Middle Class Upper Lower Class Upper Lower Class Lower Class Lower Class

21. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 21 Consumer Influencers LO 2 Street Microcultures Sports MusicGoth GamingVirtual

22. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 3 Realize that microculture is not a uniquely American phenomenon. 22

23. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 23 Microcultures Exist Globally Other countries and regions have many microcultures. These microcultures might be based on anything from language to fashion. Global marketing efforts must consider culture and microculture. LO 3 ©PETER HORREE/ALAMY

24. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 4 Perform a demographic analysis. 24

25. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 25 Demographics – relatively tangible human characteristics that describe consumers. Geodemographics – a study (using tools such as PRIZM) of people based on the fact that people with similar demographics tend to live close to one another. Demographic Analysis – a profile of a consumer group based on their demographics. LO 4 Demographics

26. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 26 Exhibit 9.7 The U.S. Census Bureau’s Website LO 4

27. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. LO 5 Identify major cultural and demographic trends. 27

28. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 28 Cultural and Demographic Trends Affecting CB LO 5 Declining Birth Rates Declining Birth Rates Increasing Life Expectancy Increasing Life Expectancy Increasing Consumer Affluence Increasing Consumer Affluence Increasing Cultural Diversity Increasing Cultural Diversity

29. ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 29 Exhibit 9.9 Projected Birthrates per Couple and Life Expectancies for Countries around the World (2010) LO 5