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Subcultures and Consumer Behavior

CHAPTERTWELVE

SubcultureSubculture

A distinct cultural group that exists as an

identifiable segment within a larger, more

complex society.

2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Relationship Between Culture and Subculture - Figure 12.2

3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Examples of Major Subcultural Categories Table 12.1

4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Nationality Subculture - Hispanic

• Stronger preference for well-established brands

• Prefer to shop at smaller stores• Prefer to cook with fresh foods vs frozen or

prepared foods.• Large and strong family structure. Family

oriented.• Youths are more fashion conscious than non-

Hispanic peers

5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

6

Nationality Subculture – HispanicU.S. Hispanic Population by Place of Origin

Figure 12.3

6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Religious Subcultures

• 200+ organized religious groups in the U.S.• Primary organized faiths include:– Protestant denominations– Roman Catholicism– Islam– Judaism

• Consumer behavior symbolically and ritualistically associated with the celebration of religious holidays.

7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

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

8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Major Racial SubculturesAfrican American

• The African American Consumer– 13 percent of the U.S. population– Purchasing power estimated at $845 billion

9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Major Racial SubculturesAfrican American

• Prefer leading brands over private-label brands

• Brand loyal• Higher than average trips to grocery store

and higher spending• Spend more then other segments on

telephone services

10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Major Racial SubculturesAsian American

• Fastest growing racial segment• Diverse group including 6 major ethnicities:– Chinese, Filipino, Indian, Vietnamese, Korean,

and Japanese• 95% live in metropolitan areas and business

ownership is high• Increasing buying power• Diverse so few trends• Many prefer ads in English

11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Major Age Subcultures

12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Generation Y

• According to sources, born 1977-1994 OR 1982-2000

• Three groups– Gen Y Adults – 19-28– Gen Y Teens – 13-18– Gen Y Tweens 8-12

• Twixters – 21-29 and live with parents

13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Generation X

• Born between 1965 and 1979

• No rush to marry, start a family or work excessive hours.

• Do not like designer labels, are cynical, and do not want to be marketed to

1414Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Baby Boomers

• Born between 1946 – 1964• More than 40 percent of the adult population• Motivated consumers• Not anxious to retire and handle it as:– Opportunity for a new start– A continuation of preretirement life– Unwelcome disruption– Transition to old age

1515Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Older Consumers

• Roughly 65 years and older• Growing segment due to better medical care,

declining birthrate and the aging of the large baby boomer segment

• Three segments by age– The Young-Old (65-74)– The Old (75-84)– The Old-Old (85 and older)

16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Older Consumers

• Segmentation can also be done on motivations and quality-of-life orientation

• Cyberseniors

17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

How Seniors Use the InternetFigure 12.9

1818Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Issues in Understanding Gender as a Subculture

• Sex Roles and Consumer Behavior– Masculine vs. Feminine Traits

• Consumer Products and Sex Roles

• Women as depicted in Media

19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Working Women

• Segments of ALL women– Stay-at-home– Plan-to-work– Just-a-job working– Career-oriented working

2020Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

Subcultural Subcultural InteractionInteraction

Marketers should strive to understand how

multiple subcultural memberships jointly influence consumers

behavior

21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

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