Multiculturalism: Catching Up with the Future of Marketing (2008
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Transcript Multiculturalism: Catching Up with the Future of Marketing (2008
Multiculturalism:
Catching up With the Future of Marketing
By Felipe Korzenny, Ph.D.,
Director, Center for Hispanic Marketing Communication,
Florida State University
(650) 274 3700
[email protected]
© 2008 Felipe Korzenny
Agenda
The meaning of multiculturalism
Demographic similarities and differences
The multicultural marketing equation
Media Exposure
Technology Ownership
Purchase Influencers
Online Activities
Attitudes
Select cultural tendencies
Insights for positioning
Multicultural?
Am I multicultural?
A passing trend?
An eventual melting pot?
Multicultural Perspectives
Multiple Identities Living Together… Or A New Identity Based on Diversity
Multicultural Perspectives
Those resulting from “mixed” marriages?
According to the Current Population Survey 2008,
5,188,000 people in the US come from two or more
races… less than 2% of the population
Not very likely… just think about Hispanics… Mestizo is
at the core of many heritages from Latin America… plus
many probably do not declare multiple races
Is being multicultural equivalent to multiracial?
Multicultural Perspectives
One essential element that minorities in the United
States share is their experience of “being different.”
Not being from there or from here… “ni soy de aquí, ni
soy de allá”
The common experience of marginalization, and then
emergence, shapes unique characteristics of the cultures
that compose the multicultural marketplace
The non-Hispanic White segment, used to being the
“mainstream” is becoming marginalized and that creates a
defensive reaction
Demographic Differences and
Similarities
Current Population Survey 2008
Age
Average
% Ages 0 - 17
Disability/Health Problem Limiting Work
Educational Attainment
No High-School Diploma
Bachelor’s or Higher
Average Family Income in 2007
Buying Power
Source: Selig Center, University of Georgia, 2007
Household Income of 40K + in 2007
Family Size
4 Persons or More
Health Insurance Coverage in 2007
Employer Health Insurance 2007
Medicaid in 2007
Hispanic Race
Husband – Wife Families
Foreign Born
Not a Citizen (do not confuse with illegal)
Report Series:
The Multicultural Marketing Equation
Download Reports from: http://hmc.comm.fsu.edu
2007 - 2008 Data
© 2008 Felipe Korzenny
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Topics:
Media Exposure
Technology Ownership
Purchase Influencers
Online Activities
Attitudes
Methods
Online data collection
In 2007, sample sources were expanded from 2006 to include a segment of respondents that
would answer the questionnaire in Spanish.
The sample of those other cultural groups answering in English, respondents were originally
sampled via the Opinion Place online "river" methodology. This method has also been
referred to as "RDD for the web" as it uses broadcast promotional intercepts to generate a
flow of respondents to the Opinion Place site. Respondents are screened and assigned to
surveys in real-time, and are not considered registered panelists since most do not return to
the site for ongoing survey participation.
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Methods
(continued)
For the sample of those answering in Spanish, respondents were invited from Tu Opinión Latina, a bilingual
online Hispanic panel.
Fieldwork was executed from March 7 - 27, 2007.
Respondents were required to be 18 years of age or older.
The actual number of completes per quota group is as follows:
n=513 Non-Hispanic Whites
n=493 Hispanic (English version)
n=428 Hispanic (Spanish version)
n=564 African Americans
n=502 Asians
Each respondent received a small incentive for completing the survey.
English Speaking Segment
Spanish Speaking Segment
22 minutes
31 minutes
Response rate
28%
20%
Completion rate
79%
82%
Average survey length
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Income
Have a Household with Income of $80 K or Higher
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HE
HS
32.00%
12.30%
NHW
28.50%
AA
18.60%
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A
45.40%
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Age
(average)
Considering
that all were
18 and older
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Media Exposure of those online
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Television
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Radio
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Newspapers
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Magazines
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Internet Including e-mail
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Cell-phone
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Cell-phone Hours by Age
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CD’s
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Mp3
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Electronic Games
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Cell-phone/Other Uses
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Satellite Radio
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Music on TV
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Technology owned by those
online
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Have a Blog
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Have a Blog by Age
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Have a Website
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Social Networking Sites
I use social networking sites to express myself
Social Networking Sites
I use social networking sites to stay connected to my culture
Have a Podcast
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Have Cell Phone with Camera
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Have Cell Phone with MP3 Player
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Have High-Speed Internet Access
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Have Wi-Fi/Wireless Internet Access
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Have a Digital Photo Camera
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Have a Digital Video Camera
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Have Satellite Radio
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Have Satellite TV
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Have an MP3 Player
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Purchase influencers of those
online
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Influence of the Internet
How
important
are each of
the following
in influencing
the products
you buy
All p< .001
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Influence of the Internet
How
important
are each of
the following
in influencing
the products
you buy
All p< .001
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Influence of the Internet
How
important
are each of
the following
in influencing
the products
you buy
All p< .001
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Online activities
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Online Activities Daily
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At Least Twice a Week Online Activities
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Attitudes of those online
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Ads
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Brands
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Brands
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Taboos
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Cultural Homophily
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Tradition
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Money
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Success
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Education
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Sharing
I always try to buy things I can share with my spouse/partner
Assorted Specific Tendencies
African Americans
Wish:
That companies and marketers build relationships
To be seen more than low-income individuals
To purchase products that are in accordance with their
value system
Spirituality
Strong group cohesiveness
To see advertising that relates to their lifestyle.
African Americans:
Value respect
Tend to feel that brands ensure quality and predictability
Emphasis on community
Resent a low-income stereotype
“A shared complexion does not equal a shared culture”
Asian Americans
Confucianism- System of Subordination of the son to the father,
younger to the elder, wife to the husband, and subject to the throne
High emphasis is placed on elderly people
Strict conservatism which makes the adoption of innovations a
slow process
Less likely to use novelty products
Brand-Consciousness
Not as comfortable being identified as individuals
Prefer buying Asian goods and high quality products
Preference for well-known companies and brands
Products should emphasize benefits to many family members in
different generations instead of one person
Tend to identify with country of origin
Term “Asian American” may not be accepted
Asian Americans
Brand-Consciousness
Not as comfortable being identified as individuals
Term “Asian American” may not be accepted
Money management is important
Products should emphasize benefits to many family members in different
generations instead of one person
Tend to identify with country of origin
Prefer buying Asian goods and high quality products
Preference for well-known companies and brands
Emphasize value of products
Special promotions might encourage purchases
Highest use of credit cards and financial services than any other group
Sophisticated consumers
Hispanics
Acculturation makes a difference
Country of origin “orgullo”
Objective culture and Subjective culture
Culture Identification
Hispanics
Word of mouth
Older family members rely on younger members to
inform
Very brand loyal
Low income, high purchase rate in specific categories
Present oriented… fatalism
Hispanics
Segmentation increasingly complicated by language
proficiency and family composition
Media choices are more complex
Bilingual marketing
Speak to the culture
Careful with translations
What should be done next
Do qualitative research to understand how to connect
with different cultural groups regarding the meaning of:
Divorce
Accidents
Home purchases
Contracts
Immigration
Conflict
Litigation vs. mediation, etc.
Multiculturalism:
Catching up With the Future of Marketing
By Felipe Korzenny, Ph.D.,
Director, Center for Hispanic Marketing Communication,
Florida State University
(650) 274 3700
[email protected]
© 2008 Felipe Korzenny