Ethnic, Racial, and Religious Subcultures

Chapter 14

Katherine Pentz, Prescott Jarrell

Ethnic Targeting

African Americans

Hispanic Americans

Asian Americans Hispanic population is the largest ethnic

subculture (12.5%) Asian Americans (3.6%) are the fastest-

growing racial group

African American

Household educational levels are rising for African Americans Due to this,

household income for African Americans is also rising

Differences in consumption behaviors can be subtle but still very important

Dark & Lovely

Asian Americans

Asian Americans are the fastest-growing population group

Most likely to buy high-tech gadgets

Most brand-conscious

Most concerned with keeping up appearances

Surgery to Alter Ethnicity

Religion

Religious themes can spill over into everyday consumption “Cult products”

Marketing opportunity among religious subculture

Hispanic

Hispanics are: Brand loyal Highly concentrated

geographically by country of origin (easy to reach)

“Over the last six years, Hispanics have consistently increased their spending on personal care products.”- Elizabeth Perez

Jennifer Lopez Glam

Hispanics Continue Being Brand Loyal Despite the Economy

While most would expect consumers to make adjustments to their expenses to save cost, specifically those on the lower-income scale, Spanish-dominant Hispanics are not stepping down.

Brand names are still sought after by Hispanic consumers despite the current economic environment. Among that group, Spanish-dominant Hispanics are more likely to continue buying name brand personal care products than English-dominant Hispanics.

65% of those surveyed earning $25,000-$49,000, show an interest in two-in-one shampoo/conditioners and 83% would lean towards toothpaste that can also whiten their teeth and can serve as mouthwash.

Questions

Do you think that the Jennifer Lopez L'Oreal commercial appeals more to a Hispanic population than a non-Hispanic population? Why?

Do you think you have ever been influenced to buy a product based upon your ethnic, racial or religious subcultures?

References

"Hispanics Continue Being Brand Loyal Despite of the Economy." » Hispanic Market Info. Web. 05 Mar. 2012. <http://www.hispanicmarketinfo.com/2011/02/07/hispanics-continue-being-brand-loyal-despite-of-the-economy/>.

"Hispanics Continue Being Brand Loyal Despite of the Economy." » Hispanic MarketInfo. Web. 05 Mar. 2012. <http://www.hispanicmarketinfo.com/2011/02/07/hispanics-continue-being-brand-loyal-despite-of-the-economy/>.