chapter 13 subcultures

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Copyright 2007 by Prentice Hall Consumer Behavior, Ninth Edition Schiffman & Kanuk Chapter 13 Subcultures and Consumer Behavior

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Consumer BehaviorNinth EditionSchiffman and Kanuk

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Page 1: Chapter 13 Subcultures

Copyright 2007 by Prentice Hall

Consumer Behavior,Ninth Edition

Schiffman & Kanuk

Chapter 13Subcultures and

Consumer Behavior

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Copyright 2007 by Prentice Hall 13 - 2

Chapter Outline

• What Is Subculture?

• Nationality Subcultures

• Religious Subcultures

• Geographic and Regional Subcultures

• Racial Subcultures

• Age subcultures

• Sex as a Subculture

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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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Relationship Between Culture and Subculture - Figure 13.1

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Table 13.1 Examples of Major Subcultural Categories

CATEGORIES EXAMPLES

Nationality Greek, Italian, Russian

Religion Catholic, Hindu, Mormon

Geographic region Eastern, Southern, Southwestern

Race African American, Asian, Causasian

Age Teenagers, Xers, elderly

Gender Female, male

Occupation Bus driver, cook, scientist

Social class Lower, middle, upper

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An ad showing many racial subcultures

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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 than

non-Hispanic peers

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Table 13.4 Traditional Characteristics of the Hispanic American Market

Prefer well-known or familiar brandsBuy brands perceived to be more prestigiousAre fashion consciousHistorically prefer to shop at smaller personal storesBuy brands advertised by their ethnic-group storesTend not to be impulse buyers (i.e., are deliberate)Increasingly clipping and using cents-off couponsLikely to buy what their parents boughtPrefer fresh to frozen or prepared itemsTend to be negative about marketing practices

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Discussion Question

weblink

Why is it important to

have a Web site devoted to Hispanic

business?

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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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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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Boston.com is one of the strongest

regional news Web sites.

weblink

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Table 13.8 Product Purchase/Usage by Leading Metropolitan Market

PRODUCT PURCHASE/USAGE

HIGHEST PURCHASE/USAGE

LOWEST PURCHASE/ USAGE

Body power New York San FranciscoEnergy drinks San Francisco Philadelphia

Artificial Sweetener Los Angeles Dallas-Fort Worth

Total beer/ale Chicago Philadelphia

Ground coffee Boston Los AngelesGasoline Dallas-Fort Worth New YorkJams and Jellies Cleveland San Francisco

Hair growth products New York Boston

Attend an auto show Detroit Washington, D.C.

Grated cheese Philadelphia Los Angeles

Attend a movie once a month Boston Dallas-Fort Worth

Own a mountain bike San Francisco New York

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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 13.10 Comparison of Purchase Patterns

Mouthwash 97 122

Hand and body cream 97 118

PRODUCT/ACTIVITYANGLO-WHITE

AFRICANAMERICAN

Dental floss 102 86

Car rental – business use 94 137

Own a digital camera 107 45

Vitamin and dieting supplements 103 77

Energy drinks 93 137

Barbeque and seasoning sauces 101 103

Ready-to-drink cappuccino 96 115

Greeting card 103 85

Instant breakfast 97 121

102

100

HISPANICAMERICAN

91

90

71

86

161

86

133

81

98

Cat treat 109 45 57

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This ad for Vibe Vixen magazine

targets the African

AmericanUrban

subculture.

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Major Age Subcultures

Generation X Market

Baby Boomer Market

SeniorsMarket

Generation YMarket

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This ad generates

pride in your “age” generation.

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Generation Y

Born between 1977 and 1994; also called

echo boomers and millennium generation.

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Three Subsegments of Gen Y

• Gen Y Adults

• Gen Y Teens

• Gen Y Tweens

• The Twixter span Gen Y and Gen X and are 21-29 years old

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Discussion Question

• Is it ethical for marketers of high priced goods, an iPod for example, to target tweens?

• How might they market responsibly?

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In addition to younger

girls, American Girl also targets tweens.

weblink

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Generation X

Born between 1965 and 1979; post baby

boomer segment (also referred to as Xers or

busters).

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Baby Boomers

Individuals born between 1946

and 1964 (approximately 45

percent 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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Seniors

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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AARP is one of the organizations in the U.S. dedicate to seniors.

weblink

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Discussion Question

• How might the three senior segments differ in their consumption of food products?

• How might a marketer of a food product market differently to the three subgroups?

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How Seniors Use the Internet Figure 13-6

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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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Consumer Electronics Products Women Are Most Interested in Buying

Figure 13-7

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Segmenting the Working Women Market

• Four Segments:– Stay-at-Home Housewives– Plan-to-Work Housewives– Just-a-Job Working Women– Career-Oriented Working Women