Post on 21-May-2018
14-1
Chapter 14
Ethnic, Racial, andReligious Subcultures
14-2Subcultures and ConsumerIdentity
Ethnic Subcultures
Racial Subcultures
Religious Subcultures
Different Types of Subcultures
SubculturesSubcultures are Groups Whose Members Share Beliefs and Common Experiences That Set
Them Apart From Others.
14-3Ethnicity and Marketing StrategiesSubculturesSubcultures are Very Important in Shaping People’s
Needs and Wants and Membership is Often Predictive of Consumer Variables Such As:
Level & Type of Media Exposure
Food Preferences
Wearing Distinctive Apparel
Political Behavior
Leisure Activities
Willingness to Try New Products
14-4Ethnic and Racial Subcultures
• Ethnic and Racial StereotypesEthnic and Racial Stereotypes– Many subcultures have powerful stereotypes
associated with them which can be positive or negative.
– The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement.
• New Ethnic GroupsNew Ethnic Groups– New immigrants are likely to be Asian or Hispanic
and are best marketed to in their native language.– They tend to cluster together geographically which
makes them easy to reach.
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Mixed-Raced Americans
• California census figures show that 4.7 percent of state residents, such as Rani Spudich, identified themselves as multiracial. Spudich, a San Francisco doctor, is Asian Indian and white.
14-6
Mixed-Raced Americans
"Cablinasian"– Blend of Caucasian, Black,
Indian, and Asian (Thai) blood.
14-7African American Subculture
• African Americans comprise a significant racial subculture and account for 12% of the U.S. population.
• Black/ White consumption differences that marketers should be aware of include, African Americans buying:
– only 2% of trucks and vans; 25% on mass transit,– 10% of TV’s, radios, and sound equipment,– 17% of all encyclopedias and reference books,– 28% more than other American consumers on baby products,– 27% more cooking ingredients than average,– more than 50% of the cognac,– 19% of the market for toiletries and cosmetics and 34% for
hair care products,
14-8Attitudes Among African Americans
http://sfgate.com/cgi-bin/article.cgi?file=/c/a/2001/11/20/MN101820.DTL
14-9African Americans and Mainstream Media
Watch 10 Hours of TV a Day Usually on Major and Cable Networks
Heavy Readers of Local Morning Daily Newspapers
Have Not Been Well Represented in Mainstream Advertising, But This is Changing
Now Account for 25% of the People Depicted in Commercials Which are More Racially Integrated
14-10Black-Oriented Media Depict Blacks
More PositivelyThan General
Media
Have SpecificRomance Novels
New Generationof Magazines
Retailers are Targeting
African Americans
Black Sports and Celebrity Figures
are Increasing
Black-Oriented Media
14-11The Allure of the HispanicMarket
• Demographically, two important characteristics of the Hispanic market are worth noting:
– It is a young market - the median age is 23.6, while the U.S. average is 32.
– The average Hispanic family contains 3.5 people, compared to only 2.7 for other U.S. households.
• There are over 19 million Hispanic consumers in the U.S. and a number of factors make this market segment extremely attractive:
– Large expenditures on groceries,– Brand loyal,– Concentrated geographically by national origin,– Education levels are increasing dramatically.
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Diversity in California
14-13Appealing to Hispanic Subcultures
FamilyDevotionAssertive
RoleModels
Mexican Americans -
FastestGrowing
Self-Expression
A StrongSense of
Pride
Identity From
Country ofOrigin
Cuban Americans -Wealthiest
A Need forStatus
Characteristicsof Hispanic Consumers
14-14Understanding Hispanic Identity
• Role of the ChurchRole of the Church– Role of the Catholic church is very important to the average
Hispanic family.– However, one in five now practices some form of evangelical
Protestantism.
• Role of the FamilyRole of the Family– Preferences to spend time with family influence the structure
of many consumption activities.– Product appeals that stress one’s ability to provide well for the
family are important in this subculture.
• Level of AcculturationLevel of Acculturation– AcculturationAcculturation refers to the process of movement and
adaptation to one country’s cultural environment by a person from another country.
– Progressive Learning Model Progressive Learning Model - people gradually learn a new culture as they increasingly come in contact with it.
14-15Immigration and AcculturationIndividual
DifferencesConsumer
Acculturation Agents
1. Demographic Variables
2. Language - Spanish/ English
3. Recency of Arrival
4. Ethnic Identity
5. Environmental Factors
Culture of Origin Family Friends Media Institutions
Movement Translation Adaptation
Assimilation
Maintenance
Resistance
Segregation
Consumer Acculturation
Outcomes
Consumer Acculturation
Processes
Culture of Immigration Family Friends Media Institutions
14-16Asian Americans
Asian Americans are the Fastest Growing Minority Group in the U.S.
College Graduation Rate is Twice That of
Whites and Quadruple That of African Americans and
Hispanics.
Average Household Income is $2,000
Greater Than Whites, $7,000-$9,000 More
Than African Americans and Hispanics.
14-17Asian Demographics
14-18Segmenting Asian AmericansChinese is the Largest, Followed
by Filipino and Japanese
Diverse Languages and Dialects
Increasing Birth Rate, But StillRepresent Only 2% of Population
Save More of Their Income, Borrow Less, Conservative
Status Conscious, Buy Premium Brands and High-Tech Products
14-19Reaching the Asian AmericanConsumer
Overlooked Complex Differences Among
Asian Subcultures
Translating AdvertisingMessages Into Asian
Media
Lack of Media Availableto Reach Asian
Americans
Been Insensitive to Cultural Practices
Problems Encountered by American
Marketers
14-20The Impact of Religion on Consumption
Personality
Attitudes Toward Sexuality
Political Attitudes
Birthrates and Household Formation
Income
14-21Characteristics of Religious Subcultures
25% of Americans
More Children
Lower Socioeconomic Status
Collective Decision Making
Many are Conservative
Catholic Subculture Protestant Subculture
10% of Americans
Stress Industriousness and Hard Work
Part of the Power Elite
Many in Science, Education,
Government & Military
14-22Characteristics of Religious Subcultures
33% of Americans
Mostly Women and Older Citizens
Demarketing of Certain Products
Protest Sex and Violence
Consumption Patterns Unclear
Born-Again Subculture Jewish Subculture
2% of Americans
Exceptionally Strong Influence
High Socioeconomic Status
Emphasis on Education
Family Size Relatively Small
14-23Characteristics of Religious Subcultures
3 - 4 Million Americans
Conservative
Value Close-Knit FamilyStructure
Few Marketers Target ThisSubculture
Practice is Growing Worldwide
Muslim Subculture