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Consumer Motivation of Subcultures
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Consumer Motivation of Subcultures

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The driving force within individuals that impels them to action

The driving force within individuals that impels them to action

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Consumer Motivation of Subcultures Consumer Motivation of Subcultures Presentation Transcript

  • Consumer Motivation of Subcultures Shaun DePorter Alex Kern Robert Sullivan Chris Mason Larry Masse
  • Motivation
    • The driving force within individuals that impels them to action.
    • Caused by tension (unfulfilled needs)
    • Can be either conscious or unconscious
    • The course of action taken depends on one’s cognition and experience
    • From a marketers view motivation is the force that induces consumption
    • It is important to understand what motivates buyers so you can effectively reach them
  • Needs
    • Innate
    • Physiological
    • Needs for food, water, air, clothing, shelter, and sex
    • Also referred to as biogenic and primary needs or motives
    • Acquired
    • Needs that we learn in response to our culture or environment.
    • Includes needs for self-esteem, prestige, affection, power, and learning
    • Also referred to as psychological or secondary needs or motives.
  • Dynamics Motivation
    • Motivation is a highly dynamic construct that is constantly changing in reaction to life experiences.
    • Many needs are never fully satisfied
    • As needs become satisfied, new and higher-order needs emerge that cause tension and induce activity
    • People who achieve their goals set new and higher goals for themselves
  • Arousal of Motives
    • Different environments and physiological conditions
    • determine the arousal of a particular set of needs
      • Physiological arousal
      • Emotional Arousal
      • Cognitive arousal
      • Environmental arousal
  • Defining “Hispanic”
    • Spanish surname
    • Country of origin
    • Country of family ancestry
    • Spanish spoken at home
    • Self-identification
    • Degree of identification
  • Hispanic Subcultures
    • Hispanic subculture growing in the United States
    • The number of Hispanics in the U.S. had grown 58% from 1990 to 2000 compared to the overall growth of 13.2%
    • Estimated purchasing power of $687 billion in 2004 predicted to grow to $992 billion by 2009
    • Represent 13 percent of the total population
  • Traits of Hispanic Consumers
    • Prefer well-known or familiar brands
    • Buy brands perceived to be more prestigious
    • Are fashion conscious
    • Historically prefer to shop at smaller personal stores
    • Buy brands advertised by their ethnic-group stores
    • Tend not to be impulse buyers
    • Increasingly clipping and using cents-off coupons
    • Likely to buy what their parents bought
    • Prefer fresh to frozen or prepared items
    • Tend to be negative about marketing practices and government intervention in business
  • Distinctions of Hispanics
    • Hispanic subculture is younger than the rest of the population
    • - Median age of Hispanic population 26 years
    • - Median age of the rest of US population 35 years
    • Tend to have larger household sizes
    • - avg. Hispanic household size 3.5
    • - avg. US household size 2.6
    • Spend more time caring for their children
  • Hispanics in the U.S.
    • Median income of Hispanic households rose 20 percent from $27,977 to $33,565 between 1996 and 2001
    • Hispanics account for 13.7% of the total population
    • 39.8% million Latinos live in the U.S., an increase of almost 13% since the 2000 Census
    • It is projected that the Hispanic population will increase by 188% by 2050
  • Marketing to Hispanics
    • Know your Market – You don’t have to be Hispanic to market to Hispanics
    • Be aware of cultural differences – There are major differences between Latino races such as Mexican and Puerto Rican
    • Be sincere – Hispanic’s strongly believe in selling from the heart
    • Follow up – Building a long term relationship is essential
  • Marketing Highlights Food and Beverages Sales of Hispanic food and beverages in the United States are growing rapidly, reaching $5.7 billion in 2006 and expected to reach $8.4 billion by 2011. In addition to the growing popularity of traditional Hispanic foods, there is a growing trend of Latino flavors being incorporated into mainstream food and beverage products to appeal to the general U.S. population.
  • African American Market Definitions
    • African American/Black
    • People who have origins in, or are descendents from, any Black racial groups of the original people of Africa
    • Describes not just skin color but to an ethnicity constructed of geography, history and culture
    • When the term “Black” is used with members of this demographic it is often associated with intimacy and familiarity
    • When race is referenced publicly or formally by either African Americans or non-African Americans, many prefer the term “African America”
    • In media today, the term “African American” and “Black” are used interchangeably
  • Facts about the African Americans Market
    • Currently, the African American population comprises 13% of the total U.S. population
    • The African American population is projected to increase 6.7% by 2012
    • Buying power rose 166% in 17 years from $318 billion to $845 billion
    • 2012 buying power expected to reach more then $1 trillion
    • 40% of African Americans live in only 10 cities - Accounted for 61% of total Africa-American Buying power
  • African Americans Teen Market
    • Consumers and Creators of Trends
    • African American Teens have major impact in mainstream culture
    • Spend an average of $96 monthly
    • Compared to non African American teens, African American Teens:
    • Spend more yearly on items such as apparel and technology
    • More influence on household purchases
    • More brand loyal to a variety of goods
  • African American Consumers
    • More than 39 million
    • 13% of the total population
    • US population grew 13 % between 1990-2000
    • African American population grew by 21%
    • Their purchasing power is $723 billion and expected to grow to $965 billion by 2010
  • Characteristics African American Consumers
    • Prefer popular or leading brands
    • Brand loyal
    • Unlikely to purchase generic products
    • Two thirds of African Americans are willing to pay more to get the best
    • - Only 51% of whites are reported to feel this way
    • Go more often and spend more at the grocery store
    • Account for over 30% of the $4 billion hair care market
    • Spend and average of $1,427 each year on clothing for themselves
    • - $458 more than other US consumers
  • Researching the African American Audience
    • Two Distinct Marketing Strategies
    • - General Mass Media
    • - Exclusive Advertisement to African Americans
    • For products of broad appeal the mass media strategy is used
    • For personal products exclusive advertising is used
  • Media Exposure
    • African American households average 10 hours of TV a day
    • White households average 7.5 hours of TV a day
    • Children and adolescents use TV has a source of guidance
    • - Use it to learn about occupations and dating behavior
    • Research shows that place a great deal of trust in African American ethnocentric media such as black magazines, TV, news, etc.
    • 1.7 billion spent annually on advertising on ads targeted to African Americans
  • Consumer Motivation of Subcultures Thank You Any Questions or Comments?