1 PART 4 The Consumer’s Culture

2 The Environment The Consumer’s Culture Regional, Ethnic and Religious Influences Social Class Influence Age, Gender, Household Influences Reference Groups & Social Influence Values & Personality CONSUMER

3 Chapter 13 REGIONAL, ETHNIC, AND RELIGIOUS INFLUENCES ON CONSUMER BEHAVIOR

4 Chapter Overview / Three environmental influences on consumers u Regional u Ethnic u Religious

5 Regional Influences / Impact of Geography u climate u natural resources u population density and development u history and ancestry of residents

6 Regional Differences Class Exercise / Northern Cal vs. Southern Cal / California vs. Midwest / US vs. Central America / US vs. Europe / US vs. Far East

7 Regional Influences--U.S. / Ways of categorizing u Traditional regions (Northeast, Midwest, Rocky Mountains Southeast, West, Southwest) u “Clustering”--empirical identification of most similar areas u Data driven, statistical method u “Birds of a Feather flock together” u Practical!

8 Traditional US Regions (Northeast, etc.) / Origins u Tradition, migration, and ancestry u History u Degree of interaction with the outside world / Manifestations u Customs, values, and culture u Food and product preferences

9 Global Differences / The US is very different than the rest of the world! / Spending Patterns (Exhibit 13.5) u In the US we spend very little of our income on food (10%), whereas others spend a lot (52% in India) / Food preferences may seem “strange” / Stories??

1010 Regional Differences Within Other Countries / Geographic barriers / Languages and dialects / Religious and cultural influences / Receptivity to outside innovations / Levels of affluence / Extent of freedom

1 Ethnicity and Affiliation / Some issues u Changing definitions of a “minority” u A u Extent of affiliation with group u A____________ Theory

1212 Large Ethnic Groups Within the U.S. / Hispanics (12.5%) / African-Americans (12.9%) / Asian-Americans (4.2%) CAUTION! Large variations exist within these groups! Stereotyping can be very dangerous!

1313 Religion and Consumer Behavior / Values / Products incompatible with beliefs / Consumption advanced by religion / Influences of demands by religion on opportunity to consume

1414 Chapter 13 Review / Regional Influences u Within the US u Around the World / Ethnicity / Religious Influence