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Chapter 13

Ethnic, Racial, and Religious Subcultures

CONSUMER BEHAVIOR, 9eMichael R. Solomon

Dr. Rika HoustonCSU-Los AngelesMKT 342: Consumer Behavior

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Subcultures and Consumer Identity

• Consumer lifestyles are affected by group membership within the society-at-large

• We all belong to many subcultures

• Subcultures of age, race/ethnicity, place of residence

• Microcultures share a strong identification with an activity, lifestyle, or aesthetics

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Ethnic and Racial Subcultures

• A self-perpetuating group of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category

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Marketing Strategies Target Ethnicity

• Ethnic subculture membership shapes consumer needs and wants

• Marketers design marketing strategies to target the shared cultural needs and wants of ethnic subcultural groups

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The Context of Culture

High-Context

Low-Context

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Is Ethnicity a Moving Target?

• Defining/targeting an ethnic group is not always so easy!

• Is the United States really a “melting pot” society?

• De-ethnicization

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Figure 13.1

America’s Newest Markets

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What is Acculturation?

• The process of movement and adaptation to one country’s cultural environment by a person from another country

• Acculturation occurs, at least in part, with the influence of acculturation agents:• Family

• Friends

• Schools

• Religious organizations

• Media

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Figure 13.2 A Model of Consumer Acculturation

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The “Big Three” American Ethnic Subcultures

• African Americans

• Hispanic Americans

• Asian Americans

• Hispanic population is now the largest ethnic subculture (12.5%)

• Asian Americans (3.6%) are the fastest-growing racial group (due to immigration)

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Limitations of Ethnicity-Based Target Marketing

• Very controversial practice

• Rife with stereotypes about race/ethnicity

• Fine line between targeting and offending

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African Americans

• Overall spending patterns of blacks and whites are roughly similar

• Household income and educational levels rising

• Differences in consumption behaviors subtle but important

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Hispanic Americans

• What does “Hispanic” mean?

• Consumer behavior• Brand loyal

• Easy to reach

• Highly concentrated geographically by country of origin

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Distinguishing Characteristics of the Hispanic Market

• Interests• Spirituality

• Stronger family ties

• More color in their lives

• Larger family size• Spend more on groceries

• Shopping is a family affair

• Clothing children is matter of pride

• Convenience is not important to homemakers

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Asian Americans

• One of the fastest-growing groups

• Most affluent, best educated

• Most likely to hold technology-related jobs

• Most brand-conscious but least brand loyal

• Made up of culturally diverse subgroups that speak many different languages/dialects

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Religious Subcultures

• Religious themes impact everyday consumption

• “Cult products”

• Many marketing opportunities• Food

• Clothing

• Books

• Music

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Chapter 13: Ethnic, Racial, and Religious SubculturesKey Concepts

• Subcultures and consumer identity• Ethnic and racial subcultures• Context of culture• De-ethnicization• Acculturation• Model of Consumer Acculturation• “Big Three” American Ethnic Subcultures• Religious subcultures