This document discusses various subcultures and how they relate to consumer behavior. It defines subculture as a distinct group within a larger society and explores examples like nationality (discussing Hispanics), religious, regional, racial, age-based (generations, older consumers), gender-based and working women subcultures. Each subculture exhibits trends in consumer preferences, brand loyalty, media usage and spending habits. The document stresses the importance for marketers to understand how multiple, overlapping subcultural identities influence consumer behavior.

1. Subcultures and
Consumer
Behavior
CHAPTER
TWELVE

2. SubcultureSubculture
A distinct cultural group
that exists as an
identifiable segment
within a larger, more
complex society.
2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

3. Relationship Between Culture and
Subculture - Figure 12.2
3Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

4. Examples of Major Subcultural Categories
Table 12.1
4Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

5. Nationality Subculture - Hispanic
• Stronger preference for well-established
brands
• Prefer to shop at smaller stores
• Prefer to cook with fresh foods vs frozen or
prepared foods.
• Large and strong family structure. Family
oriented.
• Youths are more fashion conscious than non-
Hispanic peers
5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

6. 6
Nationality Subculture – Hispanic
U.S. Hispanic Population by Place of Origin
Figure 12.3
6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

7. Religious Subcultures
• 200+ organized religious groups in the U.S.
• Primary organized faiths include:
– Protestant denominations
– Roman Catholicism
– Islam
– Judaism
• Consumer behavior symbolically and
ritualistically associated with the celebration of
religious holidays.
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

8. 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
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

9. Major Racial Subcultures
African American
• The African American Consumer
– 13 percent of the U.S. population
– Purchasing power estimated at $845 billion
9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

10. Major Racial Subcultures
African American
• Prefer leading brands over private-label
brands
• Brand loyal
• Higher than average trips to grocery store
and higher spending
• Spend more then other segments on
telephone services
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

11. Major Racial Subcultures
Asian American
• Fastest growing racial segment
• Diverse group including 6 major ethnicities:
– Chinese, Filipino, Indian, Vietnamese, Korean,
and Japanese
• 95% live in metropolitan areas and business
ownership is high
• Increasing buying power
• Diverse so few trends
• Many prefer ads in English
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

12. Major Age Subcultures
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

13. Generation Y
• According to sources, born 1977-1994 OR
1982-2000
• Three groups
– Gen Y Adults – 19-28
– Gen Y Teens – 13-18
– Gen Y Tweens 8-12
• Twixters – 21-29 and live with parents
13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

14. Generation X
• Born between 1965 and 1979
• No rush to marry, start a family or work
excessive hours.
• Do not like designer labels, are cynical, and do
not want to be marketed to
1414Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

15. Baby Boomers
• Born between 1946 – 1964
• More than 40 percent of the adult population
• Motivated consumers
• Not anxious to retire and handle it as:
– Opportunity for a new start
– A continuation of preretirement life
– Unwelcome disruption
– Transition to old age
1515Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

16. Older Consumers
• Roughly 65 years and older
• Growing segment due to better medical care,
declining birthrate and the aging of the large
baby boomer segment
• Three segments by age
– The Young-Old (65-74)
– The Old (75-84)
– The Old-Old (85 and older)
16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

17. Older Consumers
• Segmentation can also be done on
motivations and quality-of-life orientation
• Cyberseniors
17Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

18. How Seniors Use the Internet
Figure 12.9
1818Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

19. Issues in Understanding Gender as a
Subculture
• Sex Roles and Consumer Behavior
– Masculine vs. Feminine Traits
• Consumer Products and Sex Roles
• Women as depicted in Media
19Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

20. Working Women
• Segments of ALL women
– Stay-at-home
– Plan-to-work
– Just-a-job working
– Career-oriented working
2020Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide

21. SubculturalSubcultural
InteractionInteraction
Marketers should strive
to understand how
multiple subcultural
memberships jointly
influence consumers
behavior
21Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide