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1、EthnicRacialandReligioEthnicRacialandReligiousSubculturesusSubcultures14-2 Copyright 1999 Prentice HallSubcultures and ConsumerIdentityEthnic SubculturesRacial SubculturesReligious SubculturesDifferent Types of SubculturesSubculturesSubcultures are Groups Whose Members Share Beliefs and Common Exper
2、iences That Set Them Apart From Others.14-3 Copyright 1999 Prentice HallEthnicity and Marketing StrategiesSubculturesSubcultures are Very Important in Shaping Peoples Needs and Wants and Membership is Often Predictive of Consumer Variables Such As: Level & Type of Media ExposureFood PreferencesWeari
3、ng Distinctive ApparelPolitical BehaviorLeisure ActivitiesWillingness to Try New Products14-4 Copyright 1999 Prentice HallEthnic and Racial SubculturesEthnic and Racial StereotypesEthnic and Racial StereotypesMany subcultures have powerful stereotypes associated with them which can be positive or ne
4、gative.The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the medias involvement. New Ethnic GroupsNew Ethnic GroupsNew immigrants are likely to be Asian or Hispanic and are best marketed to in their native language.They tend to cluster together geographically w
5、hich makes them easy to reach.14-5 Copyright 1999 Prentice HallAfrican American SubcultureAfrican 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:onl
6、y 2% of trucks and vans; 25% on mass transit,10% of TVs, 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 cosmeti
7、cs and 34% for hair care products, 14-6 Copyright 1999 Prentice HallAfrican Americans and Mainstream MediaWatch 10 Hours of TV a Day Usually on Major and Cable NetworksHeavy Readers of Local Morning Daily NewspapersHave Not Been Well Represented in Mainstream Advertising, But This is ChangingNow Acc
8、ount for 25% of the People Depicted in Commercials Which are More Racially Integrated14-7 Copyright 1999 Prentice HallBlack-Oriented MediaDepict Blacks More PositivelyThan GeneralMediaHave SpecificRomance NovelsNew Generationof Magazines Retailers are TargetingAfrican AmericansBlack Sports and Celeb
9、rity Figures are Increasing Black-Oriented Media14-8 Copyright 1999 Prentice HallThe Allure of the HispanicMarketDemographically, 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 fam
10、ily 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
11、levels are increasing dramatically.14-9 Copyright 1999 Prentice HallAppealing to Hispanic SubculturesFamilyDevotionAssertiveRoleModelsMexican Americans - FastestGrowingSelf-ExpressionA StrongSense ofPrideIdentity From Country ofOrigin Cuban Americans -WealthiestA Need forStatusCharacteristicsof Hisp
12、anic Consumers14-10 Copyright 1999 Prentice HallUnderstanding Hispanic Identity Role of the ChurchRole of the ChurchRole 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 Fa
13、milyPreferences to spend time with family influence the structure of many consumption activities.Product appeals that stress ones ability to provide well for the family are important in this subculture. Level of AcculturationLevel of Acculturation AcculturationAcculturation refers to the process of
14、movement and adaptation to one countrys 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.14-11 Copyright 1999 Prentice HallImmigration and AcculturationIndi
15、vidual DifferencesConsumer Acculturation Agents1. Demographic Variables2. Language - Spanish/ English3. Recency of Arrival4. Ethnic Identity5. Environmental FactorsCulture of Origin Family Friends Media Institutions Movement Translation AdaptationAssimilationMaintenanceResistanceSegregationConsumer
16、Acculturation OutcomesConsumer Acculturation Processes Culture of Immigration Family Friends Media Institutions 14-12 Copyright 1999 Prentice HallAsian 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 A
17、frican Americans and Hispanics.Average Household Income is $2,000 Greater Than Whites, $7,000-$9,000 More Than African Americans and Hispanics. 14-13 Copyright 1999 Prentice HallSegmenting Asian AmericansChinese is the Largest, Followedby Filipino and JapaneseDiverse Languages and DialectsIncreasing
18、 Birth Rate, But StillRepresent Only 2% of PopulationSave More of Their Income, Borrow Less, ConservativeStatus Conscious, Buy Premium Brands and High-Tech Products14-14 Copyright 1999 Prentice HallReaching the Asian AmericanConsumer Overlooked Complex Differences Among Asian SubculturesTranslating
19、AdvertisingMessages Into Asian MediaLack of Media Availableto Reach Asian Americans Been Insensitive to Cultural PracticesProblems Encountered by American Marketers14-15 Copyright 1999 Prentice HallThe Impact of Religion on ConsumptionPersonalityAttitudes Toward SexualityPolitical AttitudesBirthrate
20、s and Household FormationIncome14-16 Copyright 1999 Prentice HallCharacteristics of Religious Subcultures25% of AmericansMore Children Lower Socioeconomic StatusCollective Decision MakingMany are Conservative Catholic Subculture Protestant Subculture10% of AmericansStress Industriousness and Hard Wo
21、rkPart of the Power EliteMany in Science, Education, Government & Military 14-17 Copyright 1999 Prentice HallCharacteristics of Religious Subcultures33% of AmericansMostly Women and Older CitizensDemarketing of Certain ProductsProtest Sex and ViolenceConsumption Patterns UnclearBorn-Again Subculture
22、 Jewish Subculture2% of AmericansExceptionally Strong InfluenceHigh Socioeconomic StatusEmphasis on EducationFamily Size Relatively Small14-18 Copyright 1999 Prentice HallCharacteristics of Religious Subcultures3 - 4 Million AmericansConservativeValue Close-Knit FamilyStructureFew Marketers Target ThisSubculturePractice is Growing WorldwideMuslim Subculture
