Issues in Studying Hispanic American Subcultures
Hispanic Consumer Behavior
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
Table 13.4 Traditional Characteristics of the Hispanic American Market 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 (i.e., are deliberate) 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
Discussion Question weblink Why is it important to have a Web site devoted to Hispanic business?
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
Boston.com is one of the strongest regional news Web sites. weblink
Table 13.8 Product Purchase/Usage by Leading Metropolitan Market PRODUCT PURCHASE/USAGE HIGHEST PURCHASE/ USAGE LOWEST PURCHASE/ USAGE Body power New York San Francisco Energy drinks San Francisco Philadelphia Artificial Sweetener Los Angeles Dallas-Fort Worth Total beer/ale Chicago Philadelphia Ground coffee Boston Los Angeles Gasoline Dallas-Fort Worth New York Jams and Jellies Cleveland San Francisco Hair growth products New York Boston Attend an auto show Detroit Washington, D.C. Grated cheese Philadelphia Los Angeles Attend a movie once a month Boston Dallas-Fort Worth Own a mountain bike San Francisco New York
Table 13.10 Comparison of Purchase Patterns Mouthwash 97 122 Hand and body cream 97 118 PRODUCT/ACTIVITY ANGLO- WHITE AFRICAN AMERICAN Dental floss 102 86 Car rental – business use 94 137 Own a digital camera 107 45 Vitamin and dieting supplements 103 77 Energy drinks 93 137 Barbeque and seasoning sauces 101 103 Ready-to-drink cappuccino 96 115 Greeting card 103 85 Instant breakfast 97 121 102 100 HISPANIC AMERICAN 91 90 71 86 161 86 133 81 98 Cat treat 109 45 57
This ad for Vibe Vixen magazine targets the African American Urban subculture.
Major Age Subcultures Generation X Market Baby Boomer Market Seniors Market Generation Y Market
This ad generates pride in your “age” generation.
Generation Y Born between 1977 and 1994; also called echo boomers and millennium generation.