14-1 Chapter 14 Ethnic, Racial, and Religious Subcultures.
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Transcript of 14-1 Chapter 14 Ethnic, Racial, and Religious Subcultures.
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Subcultures and ConsumerIdentity
Subcultures and ConsumerIdentity
Ethnic Subcultures
Ethnic Subcultures
Racial Subcultures
Racial Subcultures
Religious Subcultures
Religious Subcultures
Different Types of Subcultures
Different Types of Subcultures
SubculturesSubcultures are Groups Whose Members Share Beliefs and Common Experiences That Set
Them Apart From Others.
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Ethnicity and Marketing StrategiesEthnicity and Marketing Strategies
SubculturesSubcultures are Very Important in Shaping People’s Needs and Wants and Membership is Often Predictive of Consumer Variables Such As:
Level & Type of Media ExposureLevel & Type of Media Exposure
Food PreferencesFood Preferences
Wearing Distinctive ApparelWearing Distinctive Apparel
Political BehaviorPolitical Behavior
Leisure ActivitiesLeisure Activities
Willingness to Try New ProductsWillingness to Try New Products
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Ethnic and Racial SubculturesEthnic and Racial Subcultures
• Ethnic and Racial StereotypesEthnic and Racial Stereotypes– Many subcultures have powerful stereotypes
associated with them which can be positive or negative.
– The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement.
• New Ethnic GroupsNew Ethnic Groups– New immigrants are likely to be Asian or Hispanic
and are best marketed to in their native language.
– They tend to cluster together geographically which makes them easy to reach.
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Mixed-Raced AmericansMixed-Raced Americans
• California census figures show that 4.7 percent of state residents, such as Rani Spudich, identified themselves as multiracial. Spudich, a San Francisco doctor, is Asian Indian and white.
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Mixed-Raced AmericansMixed-Raced Americans
"Cablinasian"– Blend of Caucasian, Black,
Indian, and Asian (Thai) blood.
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African American SubcultureAfrican American Subculture
• African 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:
– only 2% of trucks and vans; 25% on mass transit,
– 10% of TV’s, 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 cosmetics and 34% for hair care products,
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Attitudes Among African AmericansAttitudes Among African Americans
http://sfgate.com/cgi-bin/article.cgi?file=/c/a/2001/11/20/MN101820.DTL
http://sfgate.com/cgi-bin/article.cgi?file=/c/a/2001/11/20/MN101820.DTL
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African Americans and Mainstream Media
African Americans and Mainstream Media
Watch 10 Hours of TV a Day Usually on Major and Cable Networks
Watch 10 Hours of TV a Day Usually on Major and Cable Networks
Heavy Readers of Local Morning Daily Newspapers
Heavy Readers of Local Morning Daily Newspapers
Have Not Been Well Represented in Mainstream Advertising, But This is Changing
Have Not Been Well Represented in Mainstream Advertising, But This is Changing
Now Account for 25% of the People Depicted in Commercials Which are More Racially IntegratedNow Account for 25% of the People Depicted in
Commercials Which are More Racially Integrated
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Black-Oriented MediaBlack-Oriented Media
Depict Blacks More PositivelyThan General
Media
Depict Blacks More PositivelyThan General
Media
Have SpecificRomance Novels
Have SpecificRomance Novels
New Generationof Magazines
New Generationof Magazines
Retailers are Targeting
African Americans
Retailers are Targeting
African Americans
Black Sports and Celebrity Figures
are Increasing
Black Sports and Celebrity Figures
are Increasing
Black-Oriented Media
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The Allure of the HispanicMarket
The Allure of the HispanicMarket
• Demographically, 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 family 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 levels are increasing dramatically.
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Appealing to Hispanic SubculturesAppealing to Hispanic Subcultures
FamilyDevotionFamily
DevotionAssertiveRole
Models
AssertiveRole
Models
Mexican Americans -
FastestGrowing
Mexican Americans -
FastestGrowing
Self-Expression
Self-Expression
A StrongSense of
Pride
A StrongSense of
Pride
Identity From
Country ofOrigin
Identity From
Country ofOrigin
Cuban Americans -Wealthiest
Cuban Americans -Wealthiest
A Need forStatus
A Need forStatus
Characteristicsof Hispanic Consumers
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Understanding Hispanic IdentityUnderstanding Hispanic Identity
• Role of the ChurchRole of the Church– Role 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 Family– Preferences to spend time with family influence the structure
of many consumption activities.
– Product appeals that stress one’s ability to provide well for the family are important in this subculture.
• Level of AcculturationLevel of Acculturation– AcculturationAcculturation refers to the process of movement and
adaptation to one country’s 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.
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Immigration and AcculturationImmigration and AcculturationIndividual
Differences
Consumer Acculturation
Agents1. Demographic Variables
2. Language - Spanish/ English
3. Recency of Arrival
4. Ethnic Identity
5. Environmental Factors
Culture of Origin Family Friends Media Institutions
Movement Translation Adaptation
Assimilation
Maintenance
Resistance
Segregation
Consumer Acculturation
Outcomes
Consumer Acculturation
Processes
Culture of Immigration Family Friends Media Institutions
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Asian AmericansAsian 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 African Americans and
Hispanics.
Average Household Income is $2,000
Greater Than Whites, $7,000-$9,000 More
Than African Americans and Hispanics.
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Segmenting Asian AmericansSegmenting Asian Americans
Chinese is the Largest, Followedby Filipino and Japanese
Chinese is the Largest, Followedby Filipino and Japanese
Diverse Languages and Dialects
Diverse Languages and Dialects
Increasing Birth Rate, But StillRepresent Only 2% of Population
Increasing Birth Rate, But StillRepresent Only 2% of Population
Save More of Their Income, Borrow Less, Conservative
Save More of Their Income, Borrow Less, Conservative
Status Conscious, Buy Premium Brands and High-Tech Products
Status Conscious, Buy Premium Brands and High-Tech Products
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Reaching the Asian AmericanConsumer
Reaching the Asian AmericanConsumer
Overlooked Complex Differences Among
Asian Subcultures
Translating AdvertisingMessages Into Asian
Media
Lack of Media Availableto Reach Asian
Americans
Been Insensitive to Cultural Practices
Problems Encountered by American
Marketers
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The Impact of Religion on Consumption
The Impact of Religion on Consumption
PersonalityPersonality
Attitudes Toward SexualityAttitudes Toward Sexuality
Political AttitudesPolitical Attitudes
Birthrates and Household FormationBirthrates and Household Formation
IncomeIncome
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Characteristics of Religious Subcultures
Characteristics of Religious Subcultures
25% of Americans25% of Americans
More Children More Children
Lower Socioeconomic Status
Lower Socioeconomic Status
Collective Decision Making
Collective Decision Making
Many are ConservativeMany are Conservative
Catholic Subculture Catholic Subculture Protestant Subculture Protestant Subculture
10% of Americans10% of Americans
Stress Industriousness and Hard Work
Stress Industriousness and Hard Work
Part of the Power ElitePart of the Power Elite
Many in Science, Education,
Government & Military
Many in Science, Education,
Government & Military
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Characteristics of Religious Subcultures
Characteristics of Religious Subcultures
33% of Americans33% of Americans
Mostly Women and Older Citizens
Mostly Women and Older Citizens
Demarketing of Certain Products
Demarketing of Certain Products
Protest Sex and Violence
Protest Sex and Violence
Consumption Patterns Unclear
Consumption Patterns Unclear
Born-Again SubcultureBorn-Again Subculture Jewish Subculture Jewish Subculture
2% of Americans2% of Americans
Exceptionally Strong Influence
Exceptionally Strong Influence
High Socioeconomic Status
High Socioeconomic Status
Emphasis on EducationEmphasis on Education
Family Size Relatively Small
Family Size Relatively Small
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Characteristics of Religious Subcultures
Characteristics of Religious Subcultures
3 - 4 Million Americans3 - 4 Million Americans
ConservativeConservative
Value Close-Knit FamilyStructure
Value Close-Knit FamilyStructure
Few Marketers Target ThisSubculture
Few Marketers Target ThisSubculture
Practice is Growing WorldwidePractice is Growing Worldwide
Muslim SubcultureMuslim Subculture