Chapter ppt 12 - copy-1

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

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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

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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

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Major Age Subcultures

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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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