Transcript CH005

CHAPTER
5
THE CHANGING
AMERICAN
SOCIETY:
SUBCULTURES
5-1
The Nature of Subcultures
A subculture is a segment of a larger culture whose
members share distinguishing values and patterns of
behavior.
Identification with a Subculture Produces Unique Market Behaviors
5-2
Ethnic Subcultures
African Americans
Hispanics
Asian Americans
Native Americans
Asian-Indian Americans
Arab Americans
5-3
Ethnic Subcultures
Ethnic subcultures are those subcultures whose members’
unique shared behaviors are based on a common racial, language,
or nationality background.
Major Ethnic Subcultures in the US 2010-2030
5-4
Ethnic Subcultures
Ethnic Subcultures and Consumption
5-5
African Americans
Demographics
Buying Power
This group represents $799 billion in buying power and is
expected to grow by more than 30% over the next five
years.
On average, African Americans are younger than the
white population and tend to have less education and lower
household income levels, but differences continue to
decrease as a function of education.
However, stereotyping this segment as being of lower
income would not be accurate. Almost 1/3 of black
household incomes >$50,000.
5-6
African Americans
A Closer Look at the Marketing Aspects of this Segment
Consumer Groups
Market Leaders tend to set trends. They have the
incomes and want to have the “latest and greatest.” They
see brands as communicating their unique identity, are less
price sensitive, and more brand loyal.
Market Followers tend to follow trends. They do not have
the need to be seen as “hip and cool.” This group often has
financial constraints, making them more conservative, more
price sensitive, and less brand loyal.
5-7
Hispanic Americans
Demographics
Buying Power
Although the average Hispanic household income is
relatively low, the purchase power of the Hispanic market is
estimated at $798 billion and is expected to grow by 50% by
2011.
Income, education, language, and identification with
Hispanic culture change across generations.
Given that over 40% of growth in the Hispanic population
is attributable to immigration, the level of acculturation plays
a major role in the attitudes and behaviors of Hispanic
consumers.
5-8
Hispanic Americans
A Closer Look at the Marketing Aspects of this Segment
Hispanic Subcultures
Other Latinos
13%
Cubans
4%
Puerto Ricans
10%
Mexican
Am ericans
64%
5-9
Hispanic Americans
A Closer Look at the Marketing Aspects of this Segment
Consumer Groups
Generational groups also exist which drive differences in
language, national identity, and values.
First Generation
Second Generation
Third (+) Generation
Hispanic teens are often bicultural—acculturating by
adding a second culture; not replacing their first culture.
5-10
Applications in Consumer Behavior
Maybelline's
Garnier uses
Spanish-language
ads to target the
Hispanic market.
Courtesy Maybelline New York *Garnier.
5-11
Asian Americans
Demographics
Buying Power
Asian Americans are the highest educated and the
highest income group.
The estimated purchase power is $427 billion and is
expected to grow by 46% by 2011.
This group is also the most diverse group, with numerous
nationalities, languages, and religions.
5-12
Asian Americans
A Closer Look at the Marketing Aspects of this Segment
National Background of Asian Americans
Other
14%
Chinese
29%
Vietnamese
13%
Korean
13%
Japanese
9%
Filipino
22%
5-13
Native Americans
Demographics
Buying Power
There are approximately 550 Native American tribes,
each with its own language and traditions. Many of the
tribes have reservations and quasi-independent
political status.
In general, Native Americans have limited incomes,
but this varies widely by tribe. The overall buying
power of this group is estimated at $54 billion and is
expected to grow by 35% by 2011.
5-14
Native Americans
A Closer Look at the Marketing Aspects of this Segment
Consumer Groups
In recent years, native Americans have taken increased
pride in their heritage and are less tolerant of inaccurate
stereotypes of either their history or their current status.
 Marketers using Native American names or portrayals
must ensure accurate and appropriate use.
5-15
Asian-Indian Americans
Demographics
Buying Power
As a group, they are well educated, affluent, and fluent in
English; yet most retain cultural ties to their Indian
background.
In some ways India is more like Europe than America,
relative to territories and languages, explaining the diversity
among the members of this group.
5-16
Asian-Indian Americans
A Closer Look at the Marketing Aspects of this Segment
Consumer Groups
While diverse in many ways, most Asian-Indian Americans
share many cultural traits, including:
placing a high value on education, particularly their
children’s education, and
husbands playing a dominant role in making many of
the family decisions.
5-17
Arab Americans
Demographics
Buying Power
This group is somewhat younger then the general
population, better educated, and have a higher than
average income.
Since WWII, many Arab immigrants have been business
proprietors, landowners, or influential families fleeing from
political turmoil in their home countries.
1
Population estimate by the Arab American Institute.
5-18
Arab Americans
A Closer Look at the Marketing Aspects of this Segment
Consumer Groups
More than 80% of Arab American are U.S. citizens, and
approximately 75% were born in the U.S.
Most Arab Americans are tired of negative stereotyping
and misrepresentations about their culture.
66% of Arab Americans identify themselves as Christians;
24% identify themselves as Muslims.
5-19
Religious Subcultures
America is basically a secular society. That is, the
educational system, government, and political process are
not controlled by a religious group, and most people’s daily
behaviors are not guided by strict religious guidelines.
However, there are a number of religious subcultures in
America. Religion is important, and directly influences the
behaviors of, many American. This includes consuming
religiously-themed products and avoiding the consumption of
other products, such as alcohol.
5-20
Understanding American Generations
Christian Subcultures
- Roman Catholic
- Protestant
- Born-Again Christian
5-21
Understanding American Generations
Non-Christian Subcultures
- Jewish
- Muslim
- Buddhist
5-22
Regional Subcultures
Regional subcultures arise as a result of the following:
- climate conditions
- natural environment and resources
- characteristics of the various immigrant groups that
have settled in each region, and
- signification social and political events.
5-23
Regional Subcultures
Regional Consumption Differences
5-24