1. Introduction to Marketing
Consumer Behavior
Professor: Aniko DeLaney
Oct. 4, 2023
Class 3
Chap. 5 Changing American Society: Subcultures, Families
In the News
Break
Chap. 6. Changing American Society: Families, Households
Group Project
2. Last class we discussed:
ØGreen Marketing
ØCause-Related Marketing
ØMarketing to LGBTQ Consumers
ØGender-Based Marketing
3-2
Recap
NYU STERN
Summer 2023
NYU STERN
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6. • Understand subcultures and their influence
on unique market behaviors
• Analyze the African American, Hispanic, Asian
American, Native American and Arab
American subcultures and the unique
marketing aspects they entail
Learning Objectives
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7. 5-7
The Nature of Subcultures
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8. We will discuss these subcultures:
ØAfrican Americans
ØHispanics
ØAsian Americans
ØNative Americans
ØAsian Indian Americans
ØArab Americans
5-8
Ethnic Subcultures
Shutterstock/JKstock
Shutterstock/Edward Lara
Shutterstock/Nejron Photo
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9. Major Ethnic Subcultures in the US 2010-2040
Ethnic Subcultures
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10. Description: The graph shows the Hispanic population in the United States in 2016 and offers a forecast until 2060. According to this projection, there will be over 111.22 million people of Hispanic descent in the United States in 2060. Read more
Note(s): United States; 2016
Source(s): US Census Bureau
57.47
62.31
68.48
74.81
81.23
87.62
93.83
99.8
105.57
111.22
0
20
40
60
80
100
120
2016 2020 2025 2030 2035 2040 2045 2050 2055 2060
Population
in
millions
4
Forecast of the Hispanic population of the United States from 2016 to 2060 (in
millions)
Hispanic population of the U.S. from 2016 to 2060
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12. eSports audience size worldwide from 2020 to 2025, by type of viewers (in millions)
Worldwide eSports viewer numbers 2020-2025, by type
Note(s): Worldwide; 2020 to 2022
Further information regarding this statistic can be found on page 8.
Source(s): Newzoo; Sports Business Journal; ID 490480
215.2 240 261.2 318.1
220.5
249.5
270.9
322.7
0
100
200
300
400
500
600
700
2020 2021 2022 2025*
Viewers
in
millions
eSports enthusiasts Occasional viewers
2
Are you part of a subculture?
https://www.google.com/search?q=manic+panic+tis
h+and+snooky+video&sca_esv=569770666&rlz=1C
5CHFA_enUS998US1001&sxsrf=AM9HkKnC2TV
7BlMpxWgmCH10G4S4WYW6UQ%3A169611754
5090&ei=KbMYZeXtBImf5NoPnsuQuAk&ved=0ah
UKEwilppaewtOBAxWJD1kFHZ4lBJcQ4dUDCBE
&uact=5&oq=manic+panic+tish+and+snooky+vide
o&gs_lp=Egxnd3Mtd2l6LXNlcnAiIW1hbmljIHBh
bmljIHRpc2ggYW5kIHNub29reSB2aWRlbzIFECE
YoAEyBRAhGKABSLc_UMYNWM89cAJ4AZABA
ZgBigGgAdcTqgEEMjEuOLgBA8gBAPgBAcICCh
AAGEcY1gQYsAPCAgcQIxiKBRgnwgIIEAAYigU
YhgPCAgUQABiABMICCxAuGIAEGMcBGK8Bw
gIIEC4YigUYkQLCAggQABiKBRiRAsICChAAGI
AEGBQYhwLCAhcQLhiKBRiRAhiXBRjcBBjeBBjf
BNgBAcICBhAAGBYYHsICBxAhGKABGAriAwQ
YACBBiAYBkAYIugYGCAEQARgU&sclient=gws-
wiz-
serp#fpstate=ive&vld=cid:a3363897,vid:rcwqYPOU
q9U,st:0
16. Segments Identified by Yankelovich
Black and African Americans
Largest segment:
17% - Broadcast Blacks – middle age, female, 71%
under $25K income, urban, single parent, lowest tech,
confident, independent, value education, self describe as
African American NYU STERN
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19. A Closer Look at the Marketing Aspects of this Segment
5-19
Hispanic Americans
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20. A Closer Look at the Marketing Aspects of this Segment
ØConsumer Groups
ØGenerational groups also exist which drive differences in
language, national identity, and values.
ØFirst Generation
ØSecond Generation
ØThird (+) Generation
5-20
Hispanic Americans
This McDonald’s commercial is a good example of
the Hispanic generational groups
YouTube Spotlight
Ingram Publishing
ØAcculturation (adapting to new culture) is highly related
to language use; and both are strongly influenced by
generational factors.
25. Number of overseas Chinese communities as of December 2021, by continent
Distribution of overseas Chinese communities 2021, by continent
Note(s): Worldwide, China, Taiwan, Hong Kong; as of December 2021
Further information regarding this statistic can be found on page 8.
Source(s): OCAC; ID 632932
3,847
1,339
323 340
144
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Americas Asia Europe Oceania Africa
Number
of
Chinese
communities
overseas
2
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28. A Closer Look at the Marketing Aspects of this Segment
ØConsumer Groups
ØIn recent years, native Americans have taken
increasing pride in their heritage and are less tolerant of
inaccurate stereotypes of either their history or their
current status.
Ø Marketers using Native American names or portrayals
must ensure accurate and appropriate use.
5-28
Native Americans
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30. Demographics
ØBuying Power
ØAs a group, they are well educated, affluent, and fluent in
English; yet most retain cultural ties to their Indian
background.
ØIn some ways India is more like Europe than America,
relative to territories and languages, explaining the diversity
among the members of this group.
ØThe overall buying power of this group is estimated at
$381 billion.
5-30
Asian Indian Americans
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31. A Closer Look at the Marketing Aspects of this Segment
ØConsumer Groups
ØWhile diverse in many ways, most Asian Indian Americans
share many cultural traits, including:
Øplacing a high value on education, particularly their
children’s education
Øhusbands playing a dominant role in making many of
the family decisions.
5-31
Asian Indian Americans
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32. Change in the U.S. Asian-Indian population from 1980 to 2010 (in 1,000)
Change in U.S. Asian-Indian population from 1980 to 2010
Note(s): United States; 1980 to 2010
Further information regarding this statistic can be found on page 8.
Source(s): Pew Research Center; ID 233852
396
781
1,645
2,779
0
500
1,000
1,500
2,000
2,500
3,000
1980 1990 2000 2010
Population
count
in
thousands
2
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34. Demographics
ØBuying Power
ØThis group is somewhat younger then the general
population, better educated, and have a higher than
average income.
ØSince WWII, many Arab immigrants have been business
proprietors, landowners, or influential families fleeing from
political turmoil in their home countries.
.
5-34
Arab Americans
Shutterstock/Zurijeta
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35. A Closer Look at the Marketing Aspects of this Segment
ØConsumer Groups
ØMore than 80% of Arab American are U.S. citizens, and a
majority being born in the U.S.
ØMost Arab Americans are tired of negative stereotyping
and misrepresentations about their culture.
Ø66% of Arab Americans identify themselves as Christians;
24% identify themselves as Muslims.
ØThe overall buying power of this group is estimated
at $250 billion.
5-35
Arab Americans
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37. In-Class Exercise
With a partner, discuss examples of ethnic subculture
marketing campaigns that you noticed.
Did the campaign influence your impression of the
brand? Did it influence you to purchase the product?
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40. L01
L02
L03
L05
L04
Explain the concept of household types and their
influence on consumption
Summarize the household life cycle’s various stages
and marketing implications
Understand the family decision process
Describe the role that households play in child
socialization
Explain the sources of ethical concern associated with
marketing to children
Learning Objectives
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41. The Household Influences Most Consumption Decisions
6-41
The Nature of American Households
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44. The Evolving American Household
6-44
The Nature of American Households
Ø Single parent families
Ø Cohabitation with children involved
Ø Blended families
Ø Family size
Ø Multipartner fertility
Ø Mothers in workforce
Ø Mothers as the breadwinner
Little Caesar’s Soft Pretzel Crust Pizza Commercial
is a good marketing approach because it offers
convenience for today’s busy households. YouTube Spotlight
Ingram Publishing
45. With your Group, discuss what product would you market
to this stage of the lifecycle based on consumer behavior
trends?
ØYounger (< 35)
ØSingle I
ØYoung Couples: No Children
ØFull Nest I
ØSingle Parent I
6-45
The Household Life Cycle
In-Class Exercise
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46. With your Group, discuss what product would you market to this stage
of the lifecycle based on consumer behavior trends?
ØMiddle Aged (35 – 64)
ØMiddle-Aged Single II
ØEmpty Nest I
ØDelayed Full Nest I
ØFull Nest II
ØSingle Parent II
6-46
The Household Life Cycle
In-Class Exercise
Anton Vengo/Purestock/Superstock
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47. With your Group, discuss what product would you market
to this stage of the lifecycle based on consumer behavior
trends?
ØOlder (> 64)
ØEmpty Nest II
ØOlder Single
6-47
The Household Life Cycle
In-Class Exercise
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48. Decision-Making Influence and Relative Income
6-48
Husband Earns More Wife Earns More
Family Decision Making
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49. Conflict Resolution
One study revealed six approaches individuals used to resolve
purchase conflicts1. Which approach have you used recently?
Approach Description
Bargaining Trying to reach a compromise.
Impression
Management
Misrepresenting the facts in order to win.
Use of Authority Claiming superior expertise or role appropriateness (the
husband/wife should make such decisions).
Reasoning Using logical argument to win.
Playing on
Emotion
Using the silent treatment or withdrawing from the
discussion.
Additional
Information
Getting additional data or a third-party opinion.
1
C. Kim and H. Lee, “A taxonomy of Couples Based on Influence Strategies,” Journal of Business Research, June 1996, pp. 157-68.
6-49
Family Decision Making
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52. Piaget’s Stages of Cognitive Development
Stage Description
Stage 1 The period of sensorimotor intelligence (0-2 yrs.)
- behavior is primarily motor
- the child does not yet “think” conceptually, though
cognitive development is seen
Stage 2 The period of preoperational thoughts (3-7 yrs.)
- Characterized by the development of language and
rapid conceptual development
Stage 3 The period of concrete operations (8-11 yrs.)
- the child develops the ability to apply logical
thought to concrete problems
Stage 4 The period of formed operations (12-15 yrs.)
- the child’s cognitive structures reach their greatest
level of development, and the child becomes able
to apply logic to all classes of problems.
6-52
Consumer Socialization
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55. For Next Class
Homework:
Read Chapters 7, 8
• Upload your ‘In the News’
• Group Case study 1 – McGraw Hill – IKEA p. 263-265, questions 1, 2, 4, 5, 6
Topics we will cover:
• Chap. 7 Group Influence on Consumer Behavior
• Break
• In the News
• Chap. 8. Perception
• Marketing Plan, Group Project Feedback 5 mins each (breakout groups)
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56. Meet with Your Group
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Work on survey, draft introduction, create questions and answers
