subcultures and consumer behavior - webster in china840145.72116.30la.com.cn/wenjian/chapter 12 for...
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Subcultures and Consumer Behavior
CHAPTERTWELVE
Copyright 2010 Pearson Education, Inc.
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Learning Objectives
1. To Understand What Subculture Is, and Its Relationship to Culture.
2. To Understand Nationality as a Sub‐cultural Influence on Consumer Behavior.
3. To Understand Religious Affiliation as a Sub‐cultural Influence on Consumer Behavior.
4. To Understand Geographic and Regional Residences as Sub‐cultural Influences on Consumer Behavior.
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Learning Objectives (continued)
5. To Understand Racial Identity as a Sub‐cultural Influence on Consumer Behavior.
6. To Understand Age as a Sub‐cultural Influence on Consumer Behavior.
7. To Understand Gender as a Sub‐cultural Influence on Consumer Behavior.
8. To Understand How Multiple Sub‐cultural Memberships Jointly Influence Consumer Behavior.
Copyright 2010 Pearson Education, Inc.‐ 3Chapter Twelve Slide
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Why Is State Farm Running MagazineAds in Spanish? At Whom Are These Ads Directed?
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To Build their Market by Reaching the Hispanic American Consumer
5Copyright 2010 Pearson Education, Inc. Chapter Twelve Slide
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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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A subculture has beliefs, values, and customers that set them apart from the other members of the same society.
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Discussion Questions
• Would you categorize yourself as belonging to any subcultures?
• How does it affect your consumer purchases? – Perhaps you belong to religious or ethnic subcultures.
– Do these affect your grocery decisions
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Relationship Between Culture and Subculture ‐ Figure 12.2
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Examples of Major Subcultural Categories Table 12.1
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Nationality Subculture ‐ Hispanic
• 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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Why Is Days Inn Running Ads in Spanish, and Who Are the Consumers Targeted by Such Ads?
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Because Hispanic Americans who Speak Spanish as a First Language Tend to Prefer Spanish‐Language Advertising
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Nationality Subculture – HispanicU.S. Hispanic Population by Place of Origin
Figure 12.3
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Segmenting the Hispanic MarketFigure 12.5
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ethnic identity + the strength of the family unit
4 segments
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Religious Subcultures
• 200+ organized religious groups in the U.S.• Primary organized faiths include:
– Protestant denominations– Roman Catholicism– Islam– Judaism
• Consumer behavior 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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Major Racial SubculturesAfrican American
• The African American Consumer– 13 percent of the U.S. population
– Purchasing power estimated at $845 billion
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Break Time
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What Are theStrategic Goals of This Ad?
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This Ad is Placed in “Black Media” which is Very Important to Many African Americans.
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Major Racial SubculturesAfrican American
• Prefer leading brands over private‐label brands
• Brand loyal
• Higher than average trips to grocery store and higher spending
• Spend more then other segments on telephone services
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Hair care and telephone services are two other products that tend to be bought more than other segments.
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Major Racial SubculturesAsian American
• Fastest growing racial segment
• Diverse group including 6 major ethnicities:– Chinese, Filipino, Indian, Vietnamese, Korean,
and Japanese
• 95% live in metropolitan areas and business ownership is high
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Region of Residence for Selected Subcultural Groups – Figure 12.7
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Major Racial SubculturesAsian American
• Increasing buying power
• Diverse so few trends
• Many prefer ads in English as language is self reported as well spoken
Figure 12.8
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Major Age Subcultures
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Generation Y
• According to sources, born 1977‐1994 OR 1982‐2000
• Three groups– Gen Y Adults – 19‐28
– Gen Y Teens – 13‐18
– Gen Y Tweens 8‐12
• Twixters – 21‐29 and live with parents
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Discussion Questions
• 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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Generation X
• Born between 1965 and 1979• Also referred to as Xers, busters, or slackers• Do not like labels, are cynical, and do not want to be
marketed to
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Baby Boomers
• Born between 1946 – 1964• More than 40 percent of the adult population• Motivated consumers• Not anxious to retire and handle it as:
– Opportunity for a new start– A continuation of preretirement life– Unwelcome disruption– Transition to old age
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Older Consumers
• Roughly 65 years and older
• Growing segment due to better medical care, declining birthrate and the aging of the large baby boomer segment
• Three segments by age– The Young‐Old (65‐74)
– The Old (75‐84)
– The Old‐Old (85 and older)
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Older Consumers
• Segmentation can also be done on motivations and quality‐of‐life orientation
• Those who feel and act younger will purchase consumer products that are generally consumed by a somewhat younger group
• Cyberseniors
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How Seniors Use the InternetFigure 12.9
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Discussion Questions
• 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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Where might you find the three groups of seniors? What about dining out? What are their interests?
a grocery store and the variety of food categories.
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Issues in Understanding Gender as a Subculture
• Sex Roles and Consumer Behavior– Masculine vs. Feminine Traits
• Consumer Products and Sex Roles– Men and women react differently toward print ads and have very
different shopping motives
• Women as depicted in Media
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Working Women
• Segments of ALL women– Stay‐at‐home
– Plan‐to‐work
– Just‐a‐job working
– Career‐oriented working
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Working women are important consumers and comprise about 60 percent of American women
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Consumer Electronics Products Women Are Most Interested in Buying ‐ Figure 12.10
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SubculturalSubculturalInteractionInteraction
Marketers should strive to understand how multiple subcultural memberships
jointly influence consumers behavior
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An individual can belong to several of the subcultures
Considerations on how these influences will work together