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

3. Subcultures and Consumer Behavior
Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK
Chapter 13
Subcultures and Consumer Behavior
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4. Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
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5. Figure 13.1 Relationship Between Culture and Subculture
Subcultural
Traits of
Easterners
Dominant
Cultural
Traits of
U.S. Citizens
Subcultural
Traits of
Westerners
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6. 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
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7. 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
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8. 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
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9. Table 13.3 Traditional “Hispanic”Variables
Spanish Surname
Country of Origin
Country of family ancestry
Spanish spoken at home
Self-identification
Degree of identification
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10. Figure 13.3 Targeting Hispanic-American Consumers
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11. Figure 13.4 Hispanic Linguistic Challenge
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12. 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
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13. Figure 13.5 Ad Containing Kosher Indicator
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14. 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
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15. 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)
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16. 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
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17. 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
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18. Major Age Subcultures Generation X Market Generation Y Market Seniors
Baby Boomer Market
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19. Born between 1977 and 1994; also called
Generation Y
Born between 1977 and 1994; also called
echo boomers and millennium generation
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20. 3 Subsegments of Gen Y Gen Y Adults Gen Y Teens Gen Y Tweens
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21. Figure 13.6 Gen Y Adult Appeal
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22. Generation X
Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters).
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23. Baby Boomers
Individuals born between 1946 and 1964 (approximately 45% of the adult population).
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24. 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
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25. Figure 13.7 Appealing to Baby Boomers’ Sense of Self
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26. Figure 13.8 Appealing to Yuppies
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27. Seniors
Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers” market.
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28. Three Senior Subsegments
The Young-Old (65-74)
The Old (75-84)
The Old-Old (85 and older)
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29. Issues in Understanding Sex as a Subculture
Sex Roles and Consumer Behavior
Masculine vs. Feminine Traits
The Working Woman
Segmentation Issues
Shopping Patterns
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30. Bina Nusantara University