presentasi chibi kel 5

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    Subcultures And Consumer Identity

    SubculturesSubcultures are Groups Whose Members Share Beliefs andCommon Experiences That Set Them Apart From Others.

    Ethnic Subcultures

    Racial Subcul tures

    Religi ous Subcultures

    Different Types

    of Subcultures

    Microculturerefers to the specialized subgroups, markedwith their own languages, ethos and rule expectations, thatpermeate differentiated industrial societies.

    A micro culture depends on the smallest units of organization dyads, groups, or local communities as opposed to thebroader subcultures of race or class, and the widernational/global culture, compared to which they tend also to

    be more short-lived, as well as voluntarily

    Micro cultureMicro culture

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    Ethnic Subculture: A self-perpetuatinggroup of consumers who are held togetherby common cultural or genetic ties, and isidentified both by its members and by othersas being a distinguishable category.

    Ethnic and Racial Subcultures

    Ethnicity and Marketing Strategies

    Level & Type of Media Exposure

    Food Preferences

    Wearing Distinct ive Apparel

    Political Behavior

    Leisure Activit ies

    Willingness to Try New Products

    Subcultures are Very Important in Shaping Peoples Needs andWants and Membership is Often Predictive of Consumer VariablesSuch As:

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    The Context of Culture

    High Context Low-Context

    Group members tend to be tightly knit,and they are likely to infer meanings that

    go beyond the spoken word.More Literal

    Example : Indomie represent Indonesiaculture Cuisine

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    Indonesian Ethnic Products

    Defining/targeting an ethnic group is not always soeasy (melting pot society)

    De ethnicization occurs when a product we associatewith a specific ethnic group detaches itself from itsroots and appeals to other groups as well

    Is Ethnicity a Moving Target?

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    Example : Indonesian Ethnic into CosmeticIndustries

    Acculturation is the process of movement andadaptation to one countrys cultural environment by

    a person from another country. Acculturation occurs, at least in part, with the

    influence of acculturation agents Family Friends Church organizations Media

    What is Acculturation?

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    Process of Acculturation

    Movement

    Translation

    Adaptation

    Assimilation

    Maintenance ofpractices

    Resistance

    Segregation

    A Model of Consumer Acculturation

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    Levels of Acculturation:Understanding Hispanic Identity

    Acculturation: Refers to the process of movement and adaptation to one

    countrys cultural environment by a person from anothercountry.

    Ethnography: The study of immigrants as they adapt to life in a new

    country. Acculturation Agents:

    People and institutions that teach the ways of a culture. Culture of Origin Culture of Immigration

    Segmenting Hispanics by Acculturation

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    Perspectives on Ethnic Adaptation

    Ethnic Pluralism: Argues that ethnic groups differ from the mainstream in

    varying degrees, and that adaptation to the larger societyoccurs selectively.

    Progressive Learning Model: Assumes that people gradually learn a new culture as they

    increasingly come in contact with it.

    Host Culture When people acculturate they will blend their original

    culture and the new one Consumers who retain much of their original ethnic

    identity differ from those who assimilate

    Overall spendingpatterns of blacks andwhites are roughlysimilar

    Household income andeducational levels risingfor African Americans

    Differences inconsumption behaviorssubtle but important

    The Big Three American Subcultures

    AFRICAN HISPANIC

    Hispanic = manydifferent backgrounds

    Hispanics are: Brand loyal Highly

    concentratedgeographically bycountry of origin(easy to reach)

    ASIAN AMERICAN

    Fastest-growing group Most affluent, best

    educated Most likely to hold

    technology-relatedjobs

    Most brand-consciousbut least brand loyal

    Made up of culturallydiverse subgroups thatspeak many differentlanguages/dialects

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    Some U.S.megachurcheshave more than20,000 members.

    Mega churches

    Specialized ethnic media, like thismagazine for Muslim women, arespringing up to meet the needs ofunderserved American subcultures.

    Islamic Marketing

    Influence of Religious Groups

    Religious groupscan influence

    companiesdecisions byencouraging their

    members toboycott products orstage protests.

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    Age Subculture

    InterbellumGeneration

    SilentGeneration

    The Born-Again Boom

    Born-Again Christians are those who follow literalinterpretations of the Bible and who acknowledge

    being born again through belief in Jesus Fastest-growing religious affiliations in United

    States

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    SUMMARY