chapter 5 subcultures based on consumer behavior, 10 th ed. by hawkins, mothersbaugh and best

Chapter 5SubCultures

Based on Consumer Behavior, 10th ed. by Hawkins, Mothersbaugh and Best

Consumer Behavior In The News…Consumer Behavior In The News…

If you worked in Wal-Mart’s meat department, how would you slice If you worked in Wal-Mart’s meat department, how would you slice the meat for Hispanics versus the general population?the meat for Hispanics versus the general population?

1.1. ThickerThicker

2.2. ThinnerThinner

3.3. The SameThe Same

Source: L. Miller, “Cutting it Thin,” Supermarket News, November 7, 2005, p. 45.

The Nature of SubculturesThe Nature of Subcultures

A subculture subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior.

Identification with a Subculture Produces Unique Market BehaviorsIdentification with a Subculture Produces Unique Market Behaviors

Ethnic SubculturesEthnic Subcultures

African AmericansAfrican Americans

HispanicsHispanics

Asian AmericansAsian Americans

Native AmericansNative Americans

Asian-Indian AmericansAsian-Indian Americans

Arab AmericansArab Americans

Ethnic SubculturesEthnic Subcultures

Ethnic subcultures Ethnic subcultures are those subcultures whose members’ unique shared behaviors are based on a common racial, language, or nationality background.

Major Ethnic Subcultures in the US 2005-2020Major Ethnic Subcultures in the US 2005-2020

*May be of any race.

Source: “Table 10 Resident Population,” Statistical Abstract of the United States (Washington DC: U.S. Bureau of Census, 2001), p.13.

African AmericansAfrican Americans

Demographics

•Buying PowerBuying Power

•Consumer GroupsConsumer Groups

•Media UsageMedia Usage

•Marketing MixMarketing Mix

Hispanic AmericansHispanic Americans

A Closer Look at the Marketing Aspects of this Segment

Buying powerBuying power

Consumer GroupsConsumer Groups

Generational

First Generation

Second Generation

Third (+) Generation

AcculturationAcculturation

Marketing MixMarketing Mix

Asian AmericansAsian Americans

Demographics

Buying PowerBuying Power

Consumer Segments

Marketing Mix

Asian AmericansAsian Americans

A Closer Look at the Marketing Aspects of this Segment

National Background of Asian Americans

Chinese28%

Filipino22%Japanese

9%

Korean13%

Vietnamese13%

Other15%

5-10

Native AmericansNative AmericansDemographics

Buying PowerBuying Power

Consumer GroupsConsumer Groups

Marketing MixMarketing Mix

Asian-Indian AmericansAsian-Indian AmericansDemographics

Buying Power Buying Power

Consumer GroupsConsumer Groups

Marketing MixMarketing Mix

5-12

Arab AmericansArab Americans

Demographics

Buying PowerBuying Power

Consumer Groups

Marketing Mix

1 Population estimate by the Arab American Institute.

5-13

Religious SubculturesReligious Subcultures

America is basically a secular societysecular society. That is, the educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines.

Religious subculturesReligious subcultures Non-ChristianNon-Christian

- Roman CatholicRoman Catholic -Jewish-Jewish

- Protestant - Protestant -Muslim-Muslim

- Born-Again Christian- Born-Again Christian -Buddhist-Buddhist

5-14

Regional SubculturesRegional Subcultures

Regional subculturesRegional subcultures arise as a result of the following:

- climate conditionsclimate conditions

- natural environment and resources- natural environment and resources

- characteristics of the various immigrant - characteristics of the various immigrant groups groups that have settled in each regionthat have settled in each region

- significant social and political events. - significant social and political events.