1. Irwin/McGraw-Hill Chapter 5 The Changing American Society: Subcultures

2. Irwin/McGraw-Hill Identification with a Subculture Produces Unique Market Behaviors © The McGraw-Hill Companies, Inc., 1998 5-1 Individuals Identification with core culture Identification with a subculture Core culture values and norms Subculture values and norms Mass market behaviors Unique market behaviors

3. Irwin/McGraw-Hill SubculturesSubcultures A subculture is a segment of a larger culture whose members share distinguishing patterns of behavior. Subculture may be based on any characteristic the identifies the group as distinct from the larger national culture, such as:  Nationality of origin  Religion  Race  Gender  Region  Social Class  Age  Profession

4. Irwin/McGraw-Hill SubculturesSubcultures Race refers to the genetic heritage group a person is born in. Ethnic identity refers to the ethnic heritage one is born in. The U.S. Bureau of the Census used to specify four race categories: Caucasian African American American Indian or Alaskan Eskimo Asians and Pacific Islanders

5. Irwin/McGraw-Hill SubculturesSubcultures Now they offer fifteen different categories: White Black, African American American Indian or Alaskan Native Asian Indian Chinese Filipino The U.S. Census asks for ethnic identity separately, and Hispanics are included as a separate category there. Other Asian Japanese Korean Vietnamese Native Hawaiian Guamanian or Chamorro Samoan Other Pacific Islander Some other race – Print race

6. Irwin/McGraw-Hill Ethnic Subcultures in American In the 1980 Census, one in five persons was of nonwhite, non-European origin. In the 1990 Census this number had gone up to one in four. The Bureau of the Census projects that, by 2010, one in three Americans will be “minorities.” Impact of ethnic groups on American culture: Many popular foods today are ethnic. Tortilla chips are consumed in 60% of households. Salsa outsells ketchup in the U.S. today.

7. Irwin/McGraw-Hill Ethnic Subcultures in the United States: 1990-2010 © The McGraw-Hill Companies, Inc., 1998 5-2 Percent of the Total Population

8. Irwin/McGraw-Hill African-American Subculture African-Americans: tend to be younger than the general population have lower incomes than the general population African-American segments: Contented (37%) Upwardly Mobile (24%) Living for the Moment (21%) Living Day to Day (18%)

9. Irwin/McGraw-Hill Hispanic Subculture Hispanic subculture is comprised of: Mexican-Americans (60%) Puerto Ricans (12%) Cubans (5%) Other Latinos (23%) Hispanics: are heavily influenced by Roman Catholic religion tend to be more family oriented than the general population tend to be masculine-dominant

10. Irwin/McGraw-Hill Asian-American Subculture Asian-American subculture is comprised of consumers with a wide diversity of backgrounds. Asian-Americans: tend to have higher incomes than general population tend to live along the West Coast or in New York Asian-American segments: Traditionalist (49%) Established (27%) Living for the Moment (24%)

11. Irwin/McGraw-Hill Native-Language Use by Asian-American Nationalities © The McGraw-Hill Companies, Inc., 1998 5-4 Total China Taiwan Hong Kong Japan Korea Vietnam Philippines Percent using native language primarily

12. Irwin/McGraw-Hill Religious Subcultures Christian Subcultures Roman Catholics Protestants  “Born Again” Christians Non-Christian Subcultures Jewish Muslim Buddhist

13. Irwin/McGraw-Hill Regional Consumption Differences 5-4 NortheastNorth CentralSouthWest Media Cosmopolitan9684 106111 Outdoor Life971318988 Vibe1791006781 Premiere8310583138 Religious radio 5410914363 “Nick at Nite”1221109085 Hobbies/Activities Hunting (with rifle)961329281 Tennis1007884151 Movie attendance1078281145 Attend high school sports821489375 100 = Average consumption or usage. Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)

14. Irwin/McGraw-Hill Regional Consumption Differences 5-4 (II) NortheastNorth CentralSouthWest Product Use Imported wine136959087 Domestic wine1186868171 Diet cola drinks941299582 Regular cola drinks758713481 Mouthwash1111009992 Laptop/notebook1117275161 Restaurants/Shopping Fast-food restaurants7411011392 Kmart931239195 The Gap162937493 Eddie Bauer10312359139 Banana Republic1348275128 100 = Average level of use, purchase, or consumption Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)

15. Irwin/McGraw-Hill Age-Based Subcultures Age cohorts are groups of persons who have experienced a common social, political, historical, and economic environment. American age cohorts (segments): Pre-Depression Generation Depression Generation Baby Boom Generation Baby Bust Generation or Generation X Generation Y