SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12 Matakuliah : Perilaku Konsumen Tahun : 2009 SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12

Subcultures and Consumer Behavior Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Chapter 13 Subcultures and Consumer Behavior Bina Nusantara University

Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society. Bina Nusantara University

Figure 13.1 Relationship Between Culture and Subculture Subcultural Traits of Easterners Dominant Cultural Traits of U.S. Citizens Subcultural Traits of Westerners Bina Nusantara University

Table 13.1 Examples of Major Subcultural Categories Nationality Jamaican, Vietnamese, French Religion Mormon, Baptist, Catholic Geographic region Northeast, Southwest, Midwestern Race Pacific Islander, Native American, Caucasian Age Senior citizen, teenager, Xers Gender Female, Male Occupation Bus driver, mechanic, engineer Social class Lower, middle, upper Bina Nusantara University

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 Bina Nusantara University

Table 13.2 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 Bina Nusantara University

Table 13.3 Traditional “Hispanic”Variables Spanish Surname Country of Origin Country of family ancestry Spanish spoken at home Self-identification Degree of identification Bina Nusantara University

Figure 13.3 Targeting Hispanic-American Consumers Bina Nusantara University

Figure 13.4 Hispanic Linguistic Challenge Bina Nusantara University

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 Bina Nusantara University

Figure 13.5 Ad Containing Kosher Indicator Bina Nusantara University

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 Bina Nusantara University

Table 13.4 Product Purchase/Usage by Leading Metropolitan Market HIGHEST PURCHASE/ USAGE LOWEST PURCHASE/ USAGE Own Rollerblades/in-line skates Detroit Dallas New domestic car San Francisco New imported car Washington, D.C. Have life insurance Cleveland Drink Scotch whiskey Purchased men’s jeans New York Have a bowling ball Boston Use eyeliner Philadelphia Use artificial sweeteners Dallas-Fort Worth Used cough syrup (past 6 months) Chicago Popcorn (past 6 months) Lottery tickets (past 12 months) Bina Nusantara University

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 Bina Nusantara University

Table 13.8 Comparison of Purchase Patterns Dress shoes 99 104 Women’s designer jeans 96 118 PRODUCT/ACTIVITY ANGLO WHITE AFRICAN Purchased men’s jeans 105 69 Have a rifle 112 22 Noncola soft drink 2+ glasses per week Regular women’s jeans 103 80 Have a bowling ball 109 40 Baby powder 5+ times in past 7 days 97 129 Hair coloring past 6 months 98 116 Diet-cola soft drink 2+ glasses per week 108 59 Cough syrup 2+ times in past 30 days 92 155 85 117 HISPANIC 72 100 58 146 126 82 120 Women’s eyeliner 95 Bina Nusantara University

Major Age Subcultures Generation X Market Generation Y Market Seniors Baby Boomer Market Bina Nusantara University

Born between 1977 and 1994; also called Generation Y Born between 1977 and 1994; also called echo boomers and millennium generation Bina Nusantara University

3 Subsegments of Gen Y Gen Y Adults Gen Y Teens Gen Y Tweens Bina Nusantara University

Figure 13.6 Gen Y Adult Appeal Bina Nusantara University

Generation X Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters). Bina Nusantara University

Baby Boomers Individuals born between 1946 and 1964 (approximately 45% of the adult population). Bina Nusantara University

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 Bina Nusantara University

Figure 13.7 Appealing to Baby Boomers’ Sense of Self Bina Nusantara University

Figure 13.8 Appealing to Yuppies Bina Nusantara University

Seniors Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers” market. Bina Nusantara University

Three Senior Subsegments The Young-Old (65-74) The Old (75-84) The Old-Old (85 and older) Bina Nusantara University

Issues in Understanding Sex as a Subculture Sex Roles and Consumer Behavior Masculine vs. Feminine Traits The Working Woman Segmentation Issues Shopping Patterns Bina Nusantara University

Bina Nusantara University