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consumer behavior chpt 5

consumer behavior chpt 5

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Ch5 cb Ch5 cb Presentation Transcript

  • CHAPTER FIVE The Changing Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  • Learning Objectives
    • Understand what subcultures are, how they are both different from and similar to the dominant culture and when and how to develop unique marketing approaches to appeal to a subculture.
    • Understand that ethnic and other subcultures are heterogeneous and are composed of numerous subgroups.
    • Develop an understanding of the racial, ethnic, nationality, religious, and regional subcultures in American society and the unique opportunities and challenges they present marketers.
  • Nature of Subcultures
    • A segment of a larger culture whose members share distinguishing values and patterns of behavior.
    • Large variations within each subculture.
    • General descriptions do not apply to all of the members
  • Identification Produces Unique Market Behaviors
  • Types of Subcultures
    • Types of Subcultures:
    • Ethnic
    • Religious
    • Regional
    • Commonalities and differences:
      • Demographics
      • Values
      • Media
      • Marketing Strategy
  • Ethnic Subcultures
    • Ethnic subcultures – those whose members’ unique shared behaviors are based on a common racial, language, or nationality background.
    • Soup or Salad?
    • Primary Ethnic Subcultures in America:
      • African Americans
      • Hispanics
      • Asian Americans
      • Native Americans
      • Asian-Indian Americans
      • Arab Americans
  • Major Ethnic Subcultures in the US
  • National Background of Asian Americans