The Changing American Society: Subcultures

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Presentation transcript:

The Changing American Society: Subcultures CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

Nature of Subcultures A segment of a larger culture whose members share distinguishing patterns of behavior.

Identification Produces Unique Market Behaviors

Types of Subcultures Types of Subcultures: Ethnic Religious Regional Commonalities and differences: Demographics Consumer Groups Media Marketing Strategy

Major Ethnic Subcultures in the US

Ethnic Subcultures and Consumption

Consumer Insight 5-1 To what extent are Hispanic teenagers leading the teenage market? Justify your response. Many Hispanic teenagers are truly bicultural. What challenges does this present marketers? Why are Hispanic teenage girls heavier readers of magazines such as Cosmopolitan and heavier users of cosmetics than white teenagers?

National Background of Asian Americans

Demographics Across Religious Subcultures

Regional Consumption Differences