1. Chapter 5 – Learning Objectives
Comprehend the concept of subculture and recognize that we are all members of several subcultures.
Identify the major ethnic subcultures.
Understand the importance of religious subcultures.
Recognize the age/generational subcultures that impact marketing.

2. Subculture
a segment of a larger culture whose members share distinguishing patterns of behavior
Examples:
ethnic groups
generations (age-based)
religions
geographic regions

3. Ethnic Groupings in the U.S.
European Americans
African Americans
Hispanics
Mexicans  Puerto Ricans
Cuban Americans  Latinos
Asian Americans
Chinese Americans
Japanese Americans
Asian Indians
Filipino Americans
Vietnamese Americans
Korean Americans

4. Religious Subcultures
Christian
Roman Catholic
Protestant*
Born-Again Christian
Non-Christian
Jewish
Muslim
Buddhist

5. Age-Based Subcultures
G.I. Generation
(101-78)
Silent Generation
(77-57)
Baby Boomers
(56-38)
Generation X
(37-24)
Generation Y after 1978
(23 - )