multiculturalism: catching up with the future of marketing by felipe korzenny, ph.d., director,...
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Multiculturalism:Catching up With the Future of Marketing
By Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication,
Florida State University
(650) 274 3700 [email protected]
© 2008 Felipe Korzenny
Agenda The meaning of multiculturalism Demographic similarities and differences The multicultural marketing equation
Media Exposure Technology Ownership Purchase Influencers Online Activities Attitudes
Select cultural tendencies Insights for positioning
Multicultural? Am I multicultural?
A passing trend?
An eventual melting pot?
Multicultural Perspectives
Multiple Identities Living Together… Or A New Identity Based on Diversity
Multicultural Perspectives Those resulting from “mixed” marriages? According to the Current Population Survey
2008, 5,188,000 people in the US come from two or more races… less than 2% of the population
Not very likely… just think about Hispanics… Mestizo is at the core of many heritages from Latin America… plus many probably do not declare multiple races
Is being multicultural equivalent to multiracial?
Multicultural Perspectives One essential element that minorities in the
United States share is their experience of “being different.”
Not being from there or from here… “ni soy de aquí, ni soy de allá”
The common experience of marginalization, and then emergence, shapes unique characteristics of the cultures that compose the multicultural marketplace
The non-Hispanic White segment, used to being the “mainstream” is becoming marginalized and that creates a defensive reaction
Demographic Differences and Similarities
Current Population Survey 2008
AgeAverage
% Ages 0 - 17
Disability/Health Problem Limiting Work
Educational AttainmentNo High-School
Diploma
Bachelor’s or Higher
Average Family Income in 2007
Buying Power
Source: Selig Center, University of Georgia, 2007
Household Income of 40K + in 2007
Family Size
4 Persons or More
Health Insurance Coverage in 2007
Employer Health Insurance 2007
Medicaid in 2007
Hispanic Race
Husband – Wife Families
Foreign Born
Not a Citizen (do not confuse with illegal)
23
Report Series:The Multicultural Marketing Equation
Download Reports from: http://hmc.comm.fsu.edu
2007 - 2008 Data
© 2008 Felipe Korzenny
Topics: Media Exposure Technology Ownership Purchase Influencers Online Activities Attitudes
Methods Online data collection In 2007, sample sources were expanded from 2006 to include a segment of
respondents that would answer the questionnaire in Spanish.
The sample of those other cultural groups answering in English, respondents were originally sampled via the Opinion Place online "river" methodology. This method has also been referred to as "RDD for the web" as it uses broadcast promotional intercepts to generate a flow of respondents to the Opinion Place site. Respondents are screened and assigned to surveys in real-time, and are not considered registered panelists since most do not return to the site for ongoing survey participation.
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Methods (continued)
For the sample of those answering in Spanish, respondents were invited from Tu Opinión Latina, a bilingual online Hispanic panel.
Fieldwork was executed from March 7 - 27, 2007. Respondents were required to be 18 years of age or older. The actual number of completes per quota group is as follows:
n=513 Non-Hispanic Whites n=493 Hispanic (English version) n=428 Hispanic (Spanish version) n=564 African Americans n=502 Asians
Each respondent received a small incentive for completing the survey.
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English Speaking Segment Spanish Speaking Segment
Average survey length 22 minutes 31 minutes
Response rate 28% 20%
Completion rate 79% 82%
Income
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HE HS NHW AA A
32.00% 12.30% 28.50% 18.60% 45.40%
Have a Household with Income of $80 K or Higher
Age (average)
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Considering that all were 18 and older
Media Exposure of those online
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Television
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Radio
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Newspapers
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Magazines
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Internet Including e-mail
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Cell-phone
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Cell-phone Hours by Age
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CD’s
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Mp3
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Electronic Games
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Cell-phone/Other Uses
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Satellite Radio
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Music on TV
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Technology owned by those online
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Have a Blog
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Have a Blog by Age
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Have a Website
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Social Networking Sites
I use social networking sites to express myself
Social Networking SitesI use social networking sites to stay connected to my culture
Have a Podcast
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Have Cell Phone with Camera
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Have Cell Phone with MP3 Player
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Have High-Speed Internet Access
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Have Wi-Fi/Wireless Internet Access
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Have a Digital Photo Camera
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Have a Digital Video Camera
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Have Satellite Radio
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Have Satellite TV
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Have an MP3 Player
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Purchase influencers of those online
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Influence of the Internet
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How important are each of the following in influencing the products you buy
All p< .001
Influence of the Internet
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How important are each of the following in influencing the products you buy
All p< .001
Influence of the Internet
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How important are each of the following in influencing the products you buy
All p< .001
Online activities
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Online Activities Daily
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At Least Twice a Week Online Activities
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Attitudes of those online
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Ads
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Brands
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Brands
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Taboos
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Cultural Homophily
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Tradition
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Money
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Success
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Education
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Sharing
I always try to buy things I can share with my spouse/partner
Assorted Specific Tendencies
African Americans
Wish: That companies and marketers build
relationships To be seen more than low-income individuals To purchase products that are in accordance
with their value system Spirituality Strong group cohesiveness
To see advertising that relates to their lifestyle.
African Americans:
Value respect
Tend to feel that brands ensure quality and predictability
Emphasis on community
Resent a low-income stereotype
“A shared complexion does not equal a shared culture”
Asian Americans Confucianism- System of Subordination of the son to the
father, younger to the elder, wife to the husband, and subject to the throne High emphasis is placed on elderly people Strict conservatism which makes the adoption of
innovations a slow process Less likely to use novelty products
Brand-Consciousness Prefer buying Asian goods and high quality products Preference for well-known companies and brands
Not as comfortable being identified as individuals Products should emphasize benefits to many family
members in different generations instead of one person
Tend to identify with country of origin Term “Asian American” may not be accepted
Asian Americans Brand-Consciousness
Prefer buying Asian goods and high quality products Preference for well-known companies and brands
Not as comfortable being identified as individuals Products should emphasize benefits to many family members
in different generations instead of one person Tend to identify with country of origin
Term “Asian American” may not be accepted Money management is important
Emphasize value of products Special promotions might encourage purchases
Highest use of credit cards and financial services than any other group Sophisticated consumers
Hispanics
Acculturation makes a difference Country of origin “orgullo” Objective culture and Subjective culture Culture Identification
Hispanics
Word of mouth Older family members rely on younger
members to inform Very brand loyal Low income, high purchase rate in specific
categories Present oriented… fatalism
Hispanics
Segmentation increasingly complicated by language proficiency and family composition
Media choices are more complex Bilingual marketing Speak to the culture Careful with translations
What should be done next
Do qualitative research to understand how to connect with different cultural groups regarding the meaning of: Divorce Accidents Home purchases Contracts Immigration Conflict Litigation vs. mediation, etc.
Multiculturalism:Catching up With the Future of Marketing
By Felipe Korzenny, Ph.D., Director, Center for Hispanic Marketing Communication,
Florida State University
(650) 274 3700 [email protected]
© 2008 Felipe Korzenny