Transcript No Slide Title

Chapter 13:
Subculture
and
Social Class
Types of subcultures
Demographic
Characteristic
Examples of Subcultures
Age
Adolescent, young adult, middleaged, elderly
Ethnic Origin
African, Hispanic, Asian, European
Gender
Female, male
Race
Black, Caucasian, Oriental
Income Level
Affluent, middle income, poor,
destitute
Types of subcultures
Demographic
Characteristic
Examples of Subcultures
Nationality
French, Malaysian, Australian,
Canadian
Religion
Jewish, Catholic, Mormon, Buddhist,
Muslim
Family Type
Single parent, divorced/no kids,
two parents/kids
Occupation
Mechanic, accountant, priest,
professor, clerk
Types of subcultures
Demographic
Characteristic
Examples of Subcultures
Geographic
region
New England, Southwest, Midwest
Community
Rural, small town, suburban, city
Social Class Groups
Social Class
UPPER
AMERICANS
(UPPER-UPPER,
LOWER-UPPER,
UPPER-MIDDLE)
(14 % of
population)
General Consumer Behavior
Quality merchandise is prized
Special Attention is paid to
prestige brands
Spending with good taste
Self expression
Neighborhood is important
Social Class Groups
Social Class
MIDDLE
CLASS
General Consumer Behavior
Want to do the “right thing”
Buy “what’s popular”
(32 % of
population)
Follow recommendations of
“experts”
Spending on “worthwhile
experiences for children”
Live in “better side of town”
Social Class Groups
Social Class
General Consumer Behavior
WORKING
CLASS
Depend on relatives for economic
and emotional support
(38 % of
population)
Emphasis on family ties
Rising incomes in some cases
“Keeping up with the times”
Ease of labor and leisure
Social Class Groups
Social Class
LOWER
AMERICANS
(16 % of
population)
General Consumer Behavior
Some prone to instant gratification
Others to resisting worldly
temptations
Diversity in values and
consumption