Irwin/McGraw-Hill

Chapter 5Chapter 5The Changing American Society:The Changing American Society:

SubculturesSubcultures

Chapter 5Chapter 5The Changing American Society:The Changing American Society:

SubculturesSubcultures

Irwin/McGraw-Hill

Identification with a Subculture Identification with a Subculture Produces Unique Market BehaviorsProduces Unique Market Behaviors

Identification with a Subculture Identification with a Subculture Produces Unique Market BehaviorsProduces 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

Irwin/McGraw-Hill

SubculturesSubculturesSubculturesSubcultures

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

Irwin/McGraw-Hill

SubculturesSubculturesSubculturesSubcultures

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

Irwin/McGraw-Hill

SubculturesSubculturesSubculturesSubcultures

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

Irwin/McGraw-Hill

Ethnic Subcultures in AmericanEthnic Subcultures in AmericanEthnic Subcultures in AmericanEthnic 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.

Irwin/McGraw-Hill

Ethnic Subcultures in the United States: Ethnic Subcultures in the United States: 1990-20101990-2010

Ethnic Subcultures in the United States: Ethnic Subcultures in the United States: 1990-20101990-2010

© The McGraw-Hill Companies, Inc., 1998

5-2

0%

2%

4%

6%

8%

10%

12%

14%

African-American

Hispanic Asian/PacificIslander

NativeAmerican

1990

2000

2010

Per

cen

t o

f th

e T

ota

l P

op

ula

tio

n

Irwin/McGraw-Hill

African-American SubcultureAfrican-American SubcultureAfrican-American SubcultureAfrican-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%)

Irwin/McGraw-Hill

Hispanic SubcultureHispanic SubcultureHispanic SubcultureHispanic 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

Irwin/McGraw-Hill

Asian-American SubcultureAsian-American SubcultureAsian-American SubcultureAsian-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%)

Irwin/McGraw-Hill

Native-Language Use Native-Language Use by Asian-American Nationalitiesby Asian-American Nationalities

Native-Language Use Native-Language Use by Asian-American Nationalitiesby Asian-American Nationalities

© The McGraw-Hill Companies, Inc., 1998

5-4

59%64% 64%

82%

46%

64%

85%

27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Total China Taiwan Hong Kong Japan Korea Vietnam Philippines

Pe

rce

nt

us

ing

na

tiv

ela

ng

ua

ge

pri

ma

rily

Irwin/McGraw-Hill

Religious SubculturesReligious SubculturesReligious SubculturesReligious Subcultures

Christian Subcultures Roman Catholics Protestants

“Born Again” ChristiansNon-Christian Subcultures

Jewish Muslim Buddhist

Irwin/McGraw-Hill

Regional Consumption DifferencesRegional Consumption DifferencesRegional Consumption DifferencesRegional Consumption Differences

5-4

Northeast North Central South WestMediaCosmopolitan 96 84 106 111Outdoor Life 97 131 89 88Vibe 179 100 67 81Premiere 83 105 83 138Religious radio 54 109 143 63“Nick at Nite” 122 110 90 85

Hobbies/ActivitiesHunting (with rifle) 96 132 92 81Tennis 100 78 84 151Movie attendance 107 82 81 145Attend high school sports 82 148 93 75

100 = Average consumption or usage.

Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)

Irwin/McGraw-Hill

Regional Consumption DifferencesRegional Consumption DifferencesRegional Consumption DifferencesRegional Consumption Differences

5-4 (II)

Northeast North Central South WestProduct UseImported wine 136 95 90 87Domestic wine 118 68 68 171Diet cola drinks 94 129 95 82Regular cola drinks 75 87 134 81Mouthwash 111 100 99 92Laptop/notebook 111 72 75 161

Restaurants/ShoppingFast-food restaurants 74 110 113 92Kmart 93 123 91 95The Gap 162 93 74 93Eddie Bauer 103 123 59 139Banana Republic 134 82 75 128

100 = Average level of use, purchase, or consumption

Source: Mediamark Spring 1997 (New York: Mediamark Research Inc., 1997)

Irwin/McGraw-Hill

Age-Based SubculturesAge-Based SubculturesAge-Based SubculturesAge-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