1. Relationship Between Culture and Subculture
Subcultural
Traits
of Hispanic
Americans
Dominant
Cultural
Traits of
U.S. Citizens
Subcultural
Traits
of Asian
Americans
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2. Subcultures
Distinctive groups of people in a society that share common cultural meanings for:
1. Affective and Cognitive Responses (emotional reactions, beliefs, values, and goals)
2. Behaviors (customs, scripts and rituals, behavioral norms)
3. Environmental factors (living conditions, geographic location, important objects)
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3. Age subcultures Teen market
The American teenage population has been gaining affluence and fluctuating in size
Several studies have found that teenagers do a large portion of the grocery shopping
Brand loyalty has been found to form early among teenage shoppers
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4. Age subcultures Baby Boomers People born between 1946 and 1964
Largest and most affluent group in history
Characterized by having a blend of “me-generation” and old-fashioned family values
Strongly influence the values of other groups
The most lucrative and challenging group marketers have ever seen
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5. Age subcultures The mature market Consumers over the age of 55
One of the most rapidly growing subcultures in American society
The economic character of this market deserves careful consideration
Important to recognize how the market is changing
Because many people in this subculture are retired, they have more time to enjoy entertainment and leisure activities
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6. Ethnic subcultures
Marketers must recognize that ethnic diversity is not distributed equally across the U.S.
The African-American subculture
The largest minority group in the U.S.
Economic conditions vary considerably in different metropolitan areas
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7. Ethnic subcultures The Hispanic subculture
Unequally distributed across the U.S.
Diverse
Three broad segments
Only Spanish speaking
Bilingual, but favoring Spanish
Bilingual, but favoring English
Getting good information about Hispanic needs, values, and beliefs is difficult
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8. Purchase Comparisons African Hispanic White American American
Men’s jeans in last 12 months
Men’s dress shoes
Women’s designer jeans
Women’s regular jeans
Have a bowling ball
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9. Purchase Comparisons African Hispanic White American American
Have a rifle
Non-cola soft drink 2+ per week
Diet cola soft drink 2+ per week
Cough syrup 2+ per week
Baby powder 5+ per week
Men’s hair coloring
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10. Ethnic subcultures Asian subculture
Asian-Americans are among the most rapidly increasing ethnic group in the U.S.
Requires special marketing attention for many companies
Asian-Americans are a prime market because they are more affluent than any other racial or ethnic group
Very diverse subculture
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11. Gender as a subculture
Ample evidence that men and women differ in important respects
For some marketing purposes, gender differences may be significant enough to consider the two sexes as separate subcultures
Today, women either make or greatly influence most purchasing decisions
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12. Income as a subculture
People at different income levels tend to have quite different values, behaviors, and lifestyles
Marketers often divide American households into three income categories
Downscale
Upscale
Middle income
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13. Social Class as a subculture
Social Class as a subculture
A national status hierarchy by which groups and individuals are distinguished in terms of esteem and prestige
Four social class groups to use for consumer analysis in the U.S.
Upper
Middle
Working
Lower
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14. Social Class Groups General Consumer Behavior Social Class
Quality merchandise is prized
Special Attention is paid to prestige brands
Spending with good taste
Self expression
Neighborhood is important
UPPER
AMERICANS
(UPPER-UPPER,
LOWER-UPPER,
UPPER-MIDDLE)
(14 % of
population)
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15. Social Class Groups General Consumer Behavior Social Class
Want to do the “right thing”
Buy “what’s popular”
Follow recommendations of “experts”
Spending on “worthwhile experiences for children”
Live in “better side of town”
MIDDLE
CLASS
(32 % of
population)
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16. Social Class Groups General Consumer Behavior Social Class
Depend on relatives for economic and emotional support
Emphasis on family ties
Rising incomes in some cases
“Keeping up with the times”
Ease of labor and leisure
WORKING
CLASS
(38 % of
population)
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17. Social Class Groups General Consumer Behavior Social Class
Some prone to instant gratification
Others to resisting worldly temptations
Diversity in values and consumption
LOWER
AMERICANS
(16 % of
population)
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18. Social Class cont.
Identification with each social class is influenced most strongly by one’s level of education and occupation
A composite of many personal and social attributes
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19. Social Class cont.
Families in each social class can be further classified
Overprivileged
Average
Underprivileged
Social class and relative standing within a class are important sources of consumers’ beliefs, values, and behaviors
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20. Social Class cont. Social class vs. income
Each variable has its advantages and disadvantages
The choice between using social class, income, or a combination depends on the product and the situation
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21. Analyzing Subcultures
Acculturation processes
Begins when a person from one culture moves to a different culture or subculture to live and work
Refers to how people in one culture or subculture understand and adapt to the meanings of another culture or subculture
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22. Analyzing Subcultures cont.
How people acquire the ability and cultural knowledge to be skilled consumers in different cultures or subcultures
Important in the modern world
Important for people who move to different regions within the same country and must adapt to different subcultural meanings
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23. Analyzing Subcultures cont.
Degree to which immigrants, movers, and marketers became acculturated into a new culture or subculture depends on their level of cultural interpenetration
The amount and type of social interactions they have with people in the host culture
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24. Analyzing Subcultures cont.
Four stages of acculturation corresponding to four levels of cultural interpenetration
Honeymoon
Rejection
Tolerance
Integration
An important aspect is proficiency in the language of the new culture
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