SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12 Matakuliah: Perilaku Konsumen Tahun : 2009.
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SUB-BUDAYA DAN PERILAKU KONSUMENPertemuan 12
Matakuliah : Perilaku Konsumen Tahun : 2009
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Chapter 13
Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Subcultures and Consumer Behavior
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SubcultureSubculture
A distinct cultural group that exists as an
identifiable segment within a larger, more
complex society.
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Figure 13.1 Relationship Between Culture and Subculture
SubculturalTraits
ofEasterners
DominantCulturalTraits of
U.S. Citizens
SubculturalTraits
ofWesterners
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Table 13.1 Examples of Major Subcultural Categories
CATEGORIES EXAMPLES
Nationality Jamaican, Vietnamese, French
Religion Mormon, Baptist, Catholic
Geographic region Northeast, Southwest, Midwestern
Race Pacific Islander, Native American, Caucasian
Age Senior citizen, teenager, Xers
Gender Female, Male
Occupation Bus driver, mechanic, engineer
Social class Lower, middle, upper
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Issues in Studying Hispanic American Subcultures
• Hispanic Consumer Behavior– Stronger preference for well-established brands– Prefer to shop at smaller stores– Some are shifting food shopping to non-ethnic American-
style supermarkets– Youths are more fashion-conscious
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Table 13.2 Traditional Characteristics of the Hispanic American Market
• Prefer well-known or familiar brands• Buy brands perceived to be more prestigious• Are fashion-conscious• Historically prefer to shop at smaller personal stores• Buy brands advertised by their ethnic-group stores• Tend not to be impulse buyers (i.e., are deliberate)• Increasingly clipping and using cents-off coupons• Likely to buy what their parents bought• Prefer fresh to frozen or prepared items• Tend to be negative about marketing practices
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Table 13.3 Traditional “Hispanic”Variables
• Spanish Surname• Country of Origin• Country of family
ancestry
• Spanish spoken at home
• Self-identification• Degree of
identification
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Figure 13.3 Targeting Hispanic-
American Consumers
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Figure 13.4 Hispanic Linguistic Challenge
Bilingual/ preferSpanishBilingual/ nopreferenceBilingual/ preferEnglishSpanish only
English only
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Religious Subcultures• 200+ organized religious groups in the U.S.• Primary organized faiths include:
– Protestant denominations– Roman Catholicism– Judaism
• Consumer Behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of religious holidays
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Figure 13.5 Ad Containing
Kosher Indicator
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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
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Table 13.4 Product Purchase/Usage by Leading Metropolitan Market
PRODUCT PURCHASE/USAGE
HIGHEST PURCHASE/USAGE
LOWEST PURCHASE/ USAGE
Own Rollerblades/in-line skates Detroit DallasNew domestic car Detroit San FranciscoNew imported car Washington, D.C. DetroitHave life insurance Cleveland San FranciscoDrink Scotch whiskey Dallas ClevelandPurchased men’s jeans Cleveland New YorkHave a bowling ball Detroit BostonUse eyeliner Dallas PhiladelphiaUse artificial sweeteners Dallas-Fort Worth San FranciscoUsed cough syrup (past 6 months) Chicago Washington, D.C.Popcorn (past 6 months) Detroit New YorkLottery tickets (past 12 months) Cleveland Washington, D.C.
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Major Racial Subcultures
• The African-American Consumer– Largest racial minority in U.S.– Purchasing power estimated at $572 billion
• Asian-American Consumers– Currently about 12 million in size– Estimated at 13 million in 2005– Gain of 54% since 1990
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Table 13.8 Comparison of Purchase Patterns
Dress shoes 99 104
Women’s designer jeans 96 118
PRODUCT/ACTIVITYANGLOWHITE
AFRICAN
Purchased men’s jeans 105 69
Have a rifle 112 22
Noncola soft drink 2+ glasses per week 104 69
Regular women’s jeans 103 80
Have a bowling ball 109 40
Baby powder 5+ times in past 7 days 97 129
Hair coloring past 6 months 98 116
Diet-cola soft drink 2+ glasses per week 108 59
Cough syrup 2+ times in past 30 days 92 155
85
117
HISPANIC
104
72
92
100
58
146
126
82
120
Women’s eyeliner 100 95 117
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Major Age Subcultures
Generation X Market
Baby Boomer Market
SeniorsMarket
Generation YMarket
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Generation Generation YY
Born between 1977 and 1994; also called
echo boomers and millennium generation
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3 Subsegments of Gen Y • Gen Y Adults• Gen Y Teens• Gen Y Tweens
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Figure 13.6 Gen Y Adult
Appeal
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Generation XGeneration X
Born between 1965 and 1979; post baby
boomer segment (also referred to as Xers or
busters).
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Baby Baby BoomersBoomers
Individuals born between 1946 and
1964 (approximately 45% of the adult
population).
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Baby Boomers• The largest age category alive today• Frequently make important consumer purchase
decisions• Include a small subsegment of trendsetting
consumers (yuppies) who influence consumer tastes of other age segments
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Figure 13.7 Appealing to Baby Boomers’ Sense of Self
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Figure 13.8 Appealing to
Yuppies
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SeniorsSeniors
Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers”
market.
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Three Senior Subsegments• The Young-Old (65-74)• The Old (75-84)• The Old-Old (85 and older)
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Issues in Understanding Sex as a Subculture
• Sex Roles and Consumer Behavior– Masculine vs. Feminine Traits
• The Working Woman– Segmentation Issues– Shopping Patterns
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