Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Chapter 13 Ethnic, Racial, and Religious Subcultures CONSUMER BEHAVIOR, 9e Michael R. Solomon Dr. Rika Houston CSU-Los Angeles MKT 342: Consumer Behavior 13-1 Subcultures and Consumer Identity • Consumer lifestyles are affected by group membership within the society-at-large • We all belong to many subcultures • Subcultures of age, race/ethnicity, place of residence • Microcultures share a strong identification with an activity, lifestyle, or aesthetics 13-2 Ethnic and Racial Subcultures • A self-perpetuating group of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category 13-3 Marketing Strategies Target Ethnicity • Ethnic subculture membership shapes consumer needs and wants • Marketers design marketing strategies to target the shared cultural needs and wants of ethnic subcultural groups 13-4 The Context of Culture High-Context Low-Context 13-5 Is Ethnicity a Moving Target? • Defining/targeting an ethnic group is not always so easy! • Is the United States really a “melting pot” society? • De-ethnicization 13-6 Figure 13.1 America’s Newest Markets 13-7 What is Acculturation? • The process of movement and adaptation to one country’s cultural environment by a person from another country • Acculturation occurs, at least in part, with the influence of acculturation agents: • Family • Friends • Schools • Religious organizations • Media 13-8 Figure 13.2 A Model of Consumer Acculturation 13-9 The “Big Three” American Ethnic Subcultures • African Americans • Hispanic Americans • Asian Americans • Hispanic population is now the largest ethnic subculture (12.5%) • Asian Americans (3.6%) are the fastest-growing racial group (due to immigration) 13-10 Limitations of Ethnicity-Based Target Marketing • Very controversial practice • Rife with stereotypes about race/ethnicity • Fine line between targeting and offending 13-11 African Americans • Overall spending patterns of blacks and whites are roughly similar • Household income and educational levels rising • Differences in consumption behaviors subtle but important 13-12 Hispanic Americans • What does “Hispanic” mean? • Consumer behavior • Brand loyal • Easy to reach • Highly concentrated geographically by country of origin 13-13 Distinguishing Characteristics of the Hispanic Market • Interests • Spirituality • Stronger family ties • More color in their lives • Larger family size • • • • Spend more on groceries Shopping is a family affair Clothing children is matter of pride Convenience is not important to homemakers 13-14 Asian Americans • • • • • One of the fastest-growing groups Most affluent, best educated Most likely to hold technology-related jobs Most brand-conscious but least brand loyal Made up of culturally diverse subgroups that speak many different languages/dialects 13-15 Religious Subcultures • Religious themes impact everyday consumption • “Cult products” • Many marketing opportunities • • • • Food Clothing Books Music 13-16 Chapter 13: Ethnic, Racial, and Religious Subcultures Key Concepts • • • • • • • • Subcultures and consumer identity Ethnic and racial subcultures Context of culture De-ethnicization Acculturation Model of Consumer Acculturation “Big Three” American Ethnic Subcultures Religious subcultures 13-17