Ethnic, Racial, and Religious Subcultures Chapter 14 Ethnic, Racial, and Religious Subcultures

Subcultures and Consumer Identity Subcultures are Groups Whose Members Share Beliefs and Common Experiences That Set Them Apart From Others. Ethnic Subcultures Racial Subcultures Religious Subcultures Different Types of Subcultures

Ethnicity and Marketing Strategies Level & Type of Media Exposure Subcultures are Very Important in Shaping People’s Needs and Wants and Membership is Often Predictive of Consumer Variables Such As: Food Preferences Wearing Distinctive Apparel Political Behavior Leisure Activities Willingness to Try New Products

Ethnic and Racial Subcultures Ethnic and Racial Stereotypes Many subcultures have powerful stereotypes associated with them which can be positive or negative. The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement. New Ethnic Groups New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language. They tend to cluster together geographically which makes them easy to reach.

Mixed-Raced Americans California census figures show that 4.7 percent of state residents, such as Rani Spudich, identified themselves as multiracial. Spudich, a San Francisco doctor, is Asian Indian and white.

Mixed-Raced Americans "Cablinasian" Blend of Caucasian, Black, Indian, and Asian (Thai) blood.

African American Subculture African Americans comprise a significant racial subculture and account for 12% of the U.S. population. Black/ White consumption differences that marketers should be aware of include, African Americans buying: only 2% of trucks and vans; 25% on mass transit, 10% of TV’s, radios, and sound equipment, 17% of all encyclopedias and reference books, 28% more than other American consumers on baby products, 27% more cooking ingredients than average, more than 50% of the cognac, 19% of the market for toiletries and cosmetics and 34% for hair care products,

Attitudes Among African Americans http://sfgate.com/cgi-bin/article.cgi?file=/c/a/2001/11/20/MN101820.DTL

African Americans and Mainstream Media Watch 10 Hours of TV a Day Usually on Major and Cable Networks Heavy Readers of Local Morning Daily Newspapers Have Not Been Well Represented in Mainstream Advertising, But This is Changing Now Account for 25% of the People Depicted in Commercials Which are More Racially Integrated

Black-Oriented Media Black-Oriented Media Depict Blacks Black Sports and Celebrity Figures are Increasing Depict Blacks More Positively Than General Media Retailers are Targeting African Americans New Generation of Magazines Black-Oriented Media Have Specific Romance Novels

The Allure of the Hispanic Market Demographically, two important characteristics of the Hispanic market are worth noting: It is a young market - the median age is 23.6, while the U.S. average is 32. The average Hispanic family contains 3.5 people, compared to only 2.7 for other U.S. households. There are over 19 million Hispanic consumers in the U.S. and a number of factors make this market segment extremely attractive: Large expenditures on groceries, Brand loyal, Concentrated geographically by national origin, Education levels are increasing dramatically.

Diversity in California

Appealing to Hispanic Subcultures A Need for Status Cuban Americans - Wealthiest A Strong Sense of Pride Mexican Americans - Fastest Growing Self- Expression Characteristics of Hispanic Consumers Identity From Country of Origin Family Devotion Assertive Role Models

Understanding Hispanic Identity Role of the Church Role of the Catholic church is very important to the average Hispanic family. However, one in five now practices some form of evangelical Protestantism. Role of the Family Preferences to spend time with family influence the structure of many consumption activities. Product appeals that stress one’s ability to provide well for the family are important in this subculture. Level of Acculturation Acculturation refers to the process of movement and adaptation to one country’s cultural environment by a person from another country. Progressive Learning Model - people gradually learn a new culture as they increasingly come in contact with it.

Immigration and Acculturation Consumer Acculturation Agents Consumer Acculturation Processes Consumer Acculturation Outcomes Individual Differences 1. Demographic Variables 2. Language - Spanish/ English 3. Recency of Arrival 4. Ethnic Identity 5. Environmental Factors Culture of Origin Family Friends Media Institutions Assimilation Maintenance Resistance Segregation Movement Translation Adaptation Culture of Immigration Family Friends Media Institutions

Asian Americans are the Fastest Growing Minority Group in the U.S. College Graduation Rate is Twice That of Whites and Quadruple That of African Americans and Hispanics. Average Household Income is $2,000 Greater Than Whites, $7,000-$9,000 More Than African Americans and Hispanics.

Asian Demographics

Segmenting Asian Americans Chinese is the Largest, Followed by Filipino and Japanese Segmenting Asian Americans Diverse Languages and Dialects Increasing Birth Rate, But Still Represent Only 2% of Population Save More of Their Income, Borrow Less, Conservative Status Conscious, Buy Premium Brands and High-Tech Products

Reaching the Asian American Consumer Overlooked Complex Differences Among Asian Subcultures Translating Advertising Messages Into Asian Media Problems Encountered by American Marketers Been Insensitive to Cultural Practices Lack of Media Available to Reach Asian Americans

The Impact of Religion on Consumption Personality Attitudes Toward Sexuality Political Attitudes Birthrates and Household Formation Income

Characteristics of Religious Subcultures 25% of Americans 10% of Americans Catholic Subculture More Children Protestant Subculture Stress Industriousness and Hard Work Lower Socioeconomic Status Part of the Power Elite Collective Decision Making Many in Science, Education, Government & Military Many are Conservative

Characteristics of Religious Subcultures 33% of Americans 2% of Americans Born-Again Subculture Mostly Women and Older Citizens Jewish Subculture Exceptionally Strong Influence Demarketing of Certain Products High Socioeconomic Status Protest Sex and Violence Emphasis on Education Consumption Patterns Unclear Family Size Relatively Small

Characteristics of Religious Subcultures 3 - 4 Million Americans Conservative Muslim Subculture Value Close-Knit Family Structure Few Marketers Target This Subculture Practice is Growing Worldwide