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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.
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Relationship Between Culture and Subculture - Figure 12.2
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Examples of Major Subcultural Categories Table 12.1
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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
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Nationality Subculture – HispanicU.S. Hispanic Population by Place of Origin
Figure 12.3
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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.
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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
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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
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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
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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
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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)
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Older Consumers
• Segmentation can also be done on motivations and quality-of-life orientation
• Cyberseniors
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How Seniors Use the InternetFigure 12.9
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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
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Working Women
• Segments of ALL women– Stay-at-home– Plan-to-work– Just-a-job working– Career-oriented working
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Subcultural Subcultural InteractionInteraction
Marketers should strive to understand how
multiple subcultural memberships jointly influence consumers
behavior
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