Transcript MKT 342 Chap 13 Key - Cal State LA

Chapter 13
Ethnic, Racial, and Religious
Subcultures
CONSUMER
BEHAVIOR, 9e
Michael R. Solomon
Dr. Rika Houston
CSU-Los Angeles
MKT 342: Consumer Behavior
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Subcultures and Consumer Identity
• Consumer lifestyles are affected by group
membership within the society-at-large
• We all belong to many subcultures
• Subcultures of age, race/ethnicity, place of
residence
• Microcultures share a strong identification
with an activity, lifestyle, or aesthetics
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Ethnic and Racial Subcultures
• A self-perpetuating group of consumers
who share common cultural or genetic
ties where both its members and others
recognize it as a distinct category
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Marketing Strategies Target Ethnicity
• Ethnic subculture membership shapes
consumer needs and wants
• Marketers design marketing strategies to
target the shared cultural needs and wants of
ethnic subcultural groups
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The Context of Culture
High-Context
Low-Context
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Is Ethnicity a Moving Target?
• Defining/targeting an ethnic group is not
always so easy!
• Is the United States really a “melting pot”
society?
• De-ethnicization
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Figure 13.1
America’s Newest Markets
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What is Acculturation?
• The process of movement and adaptation to
one country’s cultural environment by a
person from another country
• Acculturation occurs, at least in part, with
the influence of acculturation agents:
• Family
• Friends
• Schools
• Religious organizations
• Media
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Figure 13.2
A Model of Consumer Acculturation
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The “Big Three”
American Ethnic Subcultures
• African Americans
• Hispanic Americans
• Asian Americans
• Hispanic population
is now the largest
ethnic subculture
(12.5%)
• Asian Americans
(3.6%) are the
fastest-growing
racial group (due to
immigration)
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Limitations of Ethnicity-Based
Target Marketing
• Very controversial practice
• Rife with stereotypes about race/ethnicity
• Fine line between targeting and offending
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African Americans
• Overall spending patterns of blacks and whites
are roughly similar
• Household income and educational levels
rising
• Differences in consumption behaviors subtle
but important
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Hispanic Americans
• What does “Hispanic” mean?
• Consumer behavior
• Brand loyal
• Easy to reach
• Highly concentrated geographically by country of
origin
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Distinguishing Characteristics
of the Hispanic Market
• Interests
• Spirituality
• Stronger family ties
• More color in their lives
• Larger family size
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Spend more on groceries
Shopping is a family affair
Clothing children is matter of pride
Convenience is not important to homemakers
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Asian Americans
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One of the fastest-growing groups
Most affluent, best educated
Most likely to hold technology-related jobs
Most brand-conscious but least brand loyal
Made up of culturally diverse subgroups that
speak many different languages/dialects
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Religious Subcultures
• Religious themes impact everyday consumption
• “Cult products”
• Many marketing opportunities
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Food
Clothing
Books
Music
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Chapter 13: Ethnic, Racial, and Religious Subcultures
Key Concepts
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Subcultures and consumer identity
Ethnic and racial subcultures
Context of culture
De-ethnicization
Acculturation
Model of Consumer Acculturation
“Big Three” American Ethnic Subcultures
Religious subcultures
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