Chapter 5 SubCultures Based on Consumer Behavior, 10 th ed. by Hawkins, Mothersbaugh and Best

Consumer Behavior In The News… If you worked in Wal-Mart’s meat department, how would you slice the meat for Hispanics versus the general population? 1.Thicker 2.Thinner 3.The Same If you worked in Wal-Mart’s meat department, how would you slice the meat for Hispanics versus the general population? 1.Thicker 2.Thinner 3.The Same Source: L. Miller, “Cutting it Thin,” Supermarket News, November 7, 2005, p. 45.

The Nature of Subcultures subculture A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior. Identification with a Subculture Produces Unique Market Behaviors

Ethnic Subcultures  African Americans  Hispanics  Asian Americans  Native Americans  Asian-Indian Americans  Arab Americans  African Americans  Hispanics  Asian Americans  Native Americans  Asian-Indian Americans  Arab Americans

Ethnic Subcultures Ethnic subcultures Ethnic subcultures are those subcultures whose members’ unique shared behaviors are based on a common racial, language, or nationality background. Major Ethnic Subcultures in the US *May be of any race. Source: “Table 10 Resident Population,” Statistical Abstract of the United States (Washington DC: U.S. Bureau of Census, 2001), p.13.

African Americans Demographics Buying Power Buying Power Consumer Groups Consumer Groups Media Usage Media Usage Marketing Mix Marketing Mix Buying Power Buying Power Consumer Groups Consumer Groups Media Usage Media Usage Marketing Mix Marketing Mix

Hispanic Americans A Closer Look at the Marketing Aspects of this Segment  Buying power  Consumer Groups  Generational  First Generation  Second Generation  Third (+) Generation  Acculturation  Marketing Mix  Buying power  Consumer Groups  Generational  First Generation  Second Generation  Third (+) Generation  Acculturation  Marketing Mix

Asian Americans Demographics  Buying Power  Consumer Segments  Marketing Mix  Buying Power  Consumer Segments  Marketing Mix

Asian Americans A Closer Look at the Marketing Aspects of this Segment

5-10 Native Americans Demographics  Buying Power  Consumer Groups  Marketing Mix  Buying Power  Consumer Groups  Marketing Mix

Asian-Indian Americans Demographics  Buying Power  Consumer Groups  Marketing Mix  Buying Power  Consumer Groups  Marketing Mix

5-12 Arab Americans Demographics  Buying Power  Consumer Groups  Marketing Mix  Buying Power  Consumer Groups  Marketing Mix 1 Population estimate by the Arab American Institute.

5-13 Religious Subcultures secular society  America is basically a secular society. That is, the educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines.  Religious subculturesNon-Christian Roman Catholic-Jewish - Roman Catholic-Jewish - Protestant -Muslim - Protestant -Muslim - Born-Again Christian-Buddhist - Born-Again Christian-Buddhist secular society  America is basically a secular society. That is, the educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines.  Religious subculturesNon-Christian Roman Catholic-Jewish - Roman Catholic-Jewish - Protestant -Muslim - Protestant -Muslim - Born-Again Christian-Buddhist - Born-Again Christian-Buddhist

5-14 Regional Subcultures Regional subcultures Regional subcultures arise as a result of the following: climate conditions - climate conditions - natural environment and resources - characteristics of the various immigrant groups that have settled in each region - significant social and political events. Regional subcultures Regional subcultures arise as a result of the following: climate conditions - climate conditions - natural environment and resources - characteristics of the various immigrant groups that have settled in each region - significant social and political events.