Title: Hawkins/Mothersbaugh CB 11th Edition
15
CHAPTER
THE CHANGING AMERICAN SOCIETY SUBCULTURES
5-1
2The Nature of Subcultures
A subculture is a segment of a larger culture
whose members share distinguishing values and
patterns of behavior.
Identification with a Subculture Produces Unique
Market Behaviors
5-2
3Ethnic Subcultures
- African Americans
- Hispanics
- Asian Americans
- Native Americans
- Asian-Indian Americans
- Arab Americans
5-3
4Ethnic 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 2010-2030
5-4
5Ethnic Subcultures
Ethnic Subcultures and Consumption
5-5
6African Americans
Demographics
- Buying Power
- This group represents 799 billion in buying
power and is expected to grow by more than 30
over the next five years. - On average, African Americans are younger than
the white population and tend to have less
education and lower household income levels, but
differences continue to decrease as a function of
education. - However, stereotyping this segment as being of
lower income would not be accurate. Almost 1/3
of black household incomes gt50,000.
5-6
7African Americans
A Closer Look at the Marketing Aspects of this
Segment
- Consumer Groups
- Market Leaders tend to set trends. They have the
incomes and want to have the latest and
greatest. They see brands as communicating
their unique identity, are less price sensitive,
and more brand loyal. - Market Followers tend to follow trends. They do
not have the need to be seen as hip and cool.
This group often has financial constraints,
making them more conservative, more price
sensitive, and less brand loyal.
5-7
8Hispanic Americans
Demographics
- Buying Power
- Although the average Hispanic household income is
relatively low, the purchase power of the
Hispanic market is estimated at 798 billion and
is expected to grow by 50 by 2011. - Income, education, language, and identification
with Hispanic culture change across generations. - Given that over 40 of growth in the Hispanic
population is attributable to immigration, the
level of acculturation plays a major role in the
attitudes and behaviors of Hispanic consumers.
5-8
9Hispanic Americans
A Closer Look at the Marketing Aspects of this
Segment
5-9
10Hispanic Americans
A Closer Look at the Marketing Aspects of this
Segment
- Consumer Groups
- Generational groups also exist which drive
differences in language, national identity, and
values. - First Generation
- Second Generation
- Third () Generation
- Hispanic teens are often biculturalacculturating
by adding a second culture not replacing their
first culture.
5-10
11Applications in Consumer Behavior
Maybelline's Garnier uses Spanish-language ads to
target the Hispanic market.
Courtesy Maybelline New York Garnier.
5-11
12Asian Americans
Demographics
- Buying Power
- Asian Americans are the highest educated and the
highest income group. - The estimated purchase power is 427 billion and
is expected to grow by 46 by 2011. - This group is also the most diverse group, with
numerous nationalities, languages, and religions.
5-12
13Asian Americans
A Closer Look at the Marketing Aspects of this
Segment
5-13
14Native Americans
Demographics
- Buying Power
- There are approximately 550 Native American
tribes, each with its own language and
traditions. Many of the tribes have reservations
and quasi-independent political status. - In general, Native Americans have limited
incomes, but this varies widely by tribe. The
overall buying power of this group is estimated
at 54 billion and is expected to grow by 35 by
2011.
5-14
15Native Americans
A Closer Look at the Marketing Aspects of this
Segment
- Consumer Groups
- In recent years, native Americans have taken
increased pride in their heritage and are less
tolerant of inaccurate stereotypes of either
their history or their current status. - Marketers using Native American names or
portrayals must ensure accurate and appropriate
use.
5-15
16Asian-Indian Americans
Demographics
- Buying Power
- As a group, they are well educated, affluent, and
fluent in English yet most retain cultural ties
to their Indian background. - In some ways India is more like Europe than
America, relative to territories and languages,
explaining the diversity among the members of
this group.
5-16
17Asian-Indian Americans
A Closer Look at the Marketing Aspects of this
Segment
- Consumer Groups
- While diverse in many ways, most Asian-Indian
Americans share many cultural traits, including - placing a high value on education, particularly
their childrens education, and - husbands playing a dominant role in making many
of the family decisions.
5-17
18Arab Americans
Demographics
- Buying Power
- This group is somewhat younger then the general
population, better educated, and have a higher
than average income. - Since WWII, many Arab immigrants have been
business proprietors, landowners, or influential
families fleeing from political turmoil in their
home countries.
1 Population estimate by the Arab American
Institute.
5-18
19Arab Americans
A Closer Look at the Marketing Aspects of this
Segment
- Consumer Groups
- More than 80 of Arab American are U.S. citizens,
and approximately 75 were born in the U.S. - Most Arab Americans are tired of negative
stereotyping and misrepresentations about their
culture. - 66 of Arab Americans identify themselves as
Christians 24 identify themselves as Muslims.
5-19
20Religious Subcultures
- America is basically a secular society. That is,
the educational system, government, and political
process are not controlled by a religious group,
and most peoples daily behaviors are not guided
by strict religious guidelines. - However, there are a number of religious
subcultures in America. Religion is important,
and directly influences the behaviors of, many
American. This includes consuming
religiously-themed products and avoiding the
consumption of other products, such as alcohol.
5-20
21Understanding American Generations
Christian Subcultures
-
-
- - Roman Catholic
- - Protestant
- - Born-Again Christian
-
5-21
22Understanding American Generations
Non-Christian Subcultures
-
-
- - Jewish
- - Muslim
- - Buddhist
-
5-22
23Regional Subcultures
- Regional subcultures arise as a result of the
following - - climate conditions
- - natural environment and resources
- - characteristics of the various immigrant
groups that - have settled in each region, and
- - signification social and political events.
5-23
24Regional Subcultures
Regional Consumption Differences
5-24