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.