Chapter 13 Subcultures

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Consumer Behavior …

Consumer Behavior
Ninth Edition
Schiffman and Kanuk

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  • 1. Chapter 13 Subcultures and Consumer Behavior
  • 2. Chapter Outline
    • What Is Subculture?
    • Nationality Subcultures
    • Religious Subcultures
    • Geographic and Regional Subcultures
    • Racial Subcultures
    • Age subcultures
    • Sex as a Subculture
  • 3. Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
  • 4. Relationship Between Culture and Subculture - Figure 13.1
  • 5. Table 13.1 Examples of Major Subcultural Categories CATEGORIES EXAMPLES Nationality Greek, Italian, Russian Religion Catholic, Hindu, Mormon Geographic region Eastern, Southern, Southwestern Race African American, Asian, Causasian Age Teenagers, Xers, elderly Gender Female, male Occupation Bus driver, cook, scientist Social class Lower, middle, upper
  • 6. An ad showing many racial subcultures
  • 7. 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
  • 8. 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
  • 9. Discussion Question weblink Why is it important to have a Web site devoted to Hispanic business?
  • 10. Religious Subcultures
    • 200+ organized religious groups in the U.S.
    • Primary organized faiths include:
      • Protestant denominations
      • Roman Catholicism
      • Judaism
    • Consumer behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of religious holidays.
  • 11. 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
  • 12. Boston.com is one of the strongest regional news Web sites. weblink
  • 13. 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
  • 14. Major Racial Subcultures
    • The African American Consumer
      • Largest racial minority in U.S.
      • Purchasing power estimated at $572 billion
    • Asian American Consumers
      • Currently about 12 million in size
      • Estimated at 13 million in 2005
      • Gain of 54% since 1990
  • 15. 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
  • 16. This ad for Vibe Vixen magazine targets the African American Urban subculture.
  • 17. Major Age Subcultures Generation X Market Baby Boomer Market Seniors Market Generation Y Market
  • 18. This ad generates pride in your “age” generation.
  • 19. Generation Y Born between 1977 and 1994; also called echo boomers and millennium generation.
  • 20. Three Subsegments of Gen Y
    • Gen Y Adults
    • Gen Y Teens
    • Gen Y Tweens
    • The Twixter span Gen Y and Gen X and are 21-29 years old
  • 21. Discussion Question
    • Is it ethical for marketers of high priced goods, an iPod for example, to target tweens?
    • How might they market responsibly?
  • 22. In addition to younger girls, American Girl also targets tweens. weblink
  • 23. Generation X Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters ).
  • 24. Baby Boomers Individuals born between 1946 and 1964 (approximately 45 percent of the adult population).
  • 25. Baby Boomers
    • The largest age category alive today
    • Frequently make important consumer purchase decisions
    • Include a small subsegment of trendsetting consumers (yuppies) who influence consumer tastes of other age segments
  • 26. Seniors Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers” market.
  • 27. Three Senior Subsegments
    • The Young-Old (65-74)
    • The Old (75-84)
    • The Old-Old (85 and older)
  • 28. AARP is one of the organizations in the U.S. dedicate to seniors. weblink
  • 29. Discussion Question
    • 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?
  • 30. How Seniors Use the Internet Figure 13-6
  • 31. Issues in Understanding Sex as a Subculture
    • Sex Roles and Consumer Behavior
      • Masculine vs. Feminine Traits
    • The Working Woman
      • Segmentation Issues
      • Shopping Patterns
  • 32. Consumer Electronics Products Women Are Most Interested in Buying Figure 13-7
  • 33. Segmenting the Working Women Market
    • Four Segments:
      • Stay-at-Home Housewives
      • Plan-to-Work Housewives
      • Just-a-Job Working Women
      • Career-Oriented Working Women