13-1 Chapter 13 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN &...

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13-1 Chapter 13 Consumer Behavior, Consumer Behavior, Eighth Edition Eighth Edition SCHIFFMAN & KANUK Subcultures and Consumer Behavior

Transcript of 13-1 Chapter 13 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN &...

Page 1: 13-1 Chapter 13 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Subcultures and Consumer Behavior.

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Chapter 13

Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition

SCHIFFMAN & KANUK

Subcultures and Consumer Behavior

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SubcultureSubculture

A distinct cultural group that exists as an

identifiable segment within a larger, more

complex society.

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Figure 13.1 Relationship Between Culture and Subculture

SubculturalTraits

Of

DominantCulturalTraits of

U.S. Citizens

SubculturalTraits

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Table 13.1 Examples of Major Subcultural Categories

CATEGORIES EXAMPLES

Jamaican, Vietnamese, French

Religion Mormon, Baptist, Catholic

Geographic region Northeast, Southwest, Midwestern

Pacific Islander, Native American, Caucasian

Senior citizen, teenager, Xers

Gender Female, Male

Occupation Bus driver, mechanic, engineer

Lower, middle, upper

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Hispanic Subculture Demographics

• Median age is 10 years younger than the population

• Concentrated in which cities?• 12 Hispanic subgroups -• 4 major subgroups:• Mexicans: 64% - • Puerto Ricans: 12%• Cubans: 4-5% • Dominicans: own

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Issues in Studying Hispanic American Subcultures

• Hispanic Consumer Behavior– Stronger preference for well-established brands

– Some are shifting food shopping to non-ethnic American-style supermarkets

– Youths are more fashion-conscious

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Table 13.2 Traditional Characteristics of the Hispanic American Market

Prefer well-known or familiar brandsBuyAre fashion-consciousHistorically prefer to shop at smaller personal storesBuy brands advertised by their ethnic-group storesTend not to be impulse buyers (i.e., are deliberate)Increasingly clipping and using cents-off couponsLikely to buyPreferTend to be negative about marketing practices

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Table 13.3 Traditional “Hispanic”Variables

• Spanish Surname

• Country of Origin

• Country of family ancestry

• Spanish spoken at home

• Self-identification

• Degree of identification

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Marketplace behaviors

• Heavy users and buyers of cosmetics and toiletries• Family shopping is a weekend outing• tend to be loyal to firms that are socially

responsible• …….. brand loyal than the average American • Prefer using cash - why?• Event marketing is highly recommended by

marketers - why?

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Figure 13.4 Hispanic Linguistic Challenge

Bilingual/ preferSpanishBilingual/ nopreferenceBilingual/ preferEnglishSpanish only

English only

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Religious Subcultures• 200+ organized religious groups in the U.S.

• Primary organized faiths include:– Protestant denominations– Roman Catholicism– Judaism

• Consumer Behavior is directly affected by religion in terms of

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Geographic Subcultures • Regional identification is used as a way of

describing others• Geographic subcultures even at the

neighborhood level

• why the interest in researching geographic subcultures?

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Regional Subcultures

• Many regional differences exist in consumption behavior– Westerners have a mug of black coffee

– Easterners have a cup of coffee with milk and sugar

– White bread is preferred in the South and Midwest

– Rye and whole wheat are preferred on the East and West coasts

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Major Racial Subcultures

• The African-American Consumer– Largest racial minority in U.S.– Purchasing power estimated at $572 billion

• Asian-American Consumers– Currently about 12 million in size– Estimated at 13 million in 2005– Gain of 54% since 1990

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Reaching the African-American Audience

• Two Alternate Strategies– Running all the advertising in

general mass media– Running additional advertising

at special advertising in selected media directed exclusively to African-Americans

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Major Racial Subcultures• Asian-American Consumers

– Median age is 27, highest median income, highest rate of completing college.

– Currently about 10 million in size– Estimated at 10.9 million in 2001– Gain of almost 50% since 1990

• Chinese 23%• Filipinos 19%• Japanese 12%• Asian Indian 11%• Korean 11%• Vietnamese 14%

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Asian-American Consumers

• Where Are the Asian-Americans?

• Asian-Americans As Consumers– Buying power of $110 billion

annually

– Attracted to retailers who welcome Asian-American patronage

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Major Racial Subcultures

• Value quality - well known brands• generally male oriented decision making• VERY diverse cultural backgrounds

– Japanese Americans buy quality products and have the money to spend

– Asian Indians are usually vegetarians– Koreans prefer shopping in person– Chinese will pay cash for a car, Japanese will

finance it

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Major Age Subcultures

Generation X Market

Baby Boomer Market

SeniorsMarket

Generation YMarket

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Generation Generation YY

Born between 1977 and 1994; also called

and millennium generation

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3 Subsegments of Gen Y

• Gen Y Adults

• Gen Y Teens

• Gen Y Tweens

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Generation XGeneration X

Born between 1965 and 1979; post baby

boomer segment (also referred to as

).

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Baby Baby BoomersBoomers

Individuals born between 1946 and

1964 (approximately 45% of the adult

population).

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Baby Boomers

• Frequently make important consumer purchase decisions

• Include a small subsegment of trendsetting consumers ( ) who influence consumer tastes of other age segments

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SeniorsSeniors

Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers”

market.

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Three Senior Subsegments

• The Young-Old (65-74)

• The Old (75-84)

• The Old-Old (85 and older)

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Table 13.12 Comparison of New-Age and Traditional Elderly

NEW-AGE ELDERLYTRADITIONAL/STEREOTYPICAL ELDERLY

• Perceive themselves to be different in outlook from other people their age

• Perceive all older people to be about the same in outlook

• Age is seen as a state of mind • See age as more of a physical state

• See themselves as younger than their chronological age

• See themselves at or near their chronological age

• Feel younger, think younger, and “do” younger

• Tend to feel, think, and do things that they feel match their chronological age

• Have a genuinely youthful outlook • Feel that one should act one’s age

• Feel there is a considerable adventure to living

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Issues in Understanding Sex as a Subculture

• Sex Roles and Consumer Behavior– Masculine vs. Feminine Traits

• The Working Woman– Segmentation Issues– Shopping Patterns

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Segmenting the Female Market

• Four Segments:– Stay-at-Home Housewives– Plan-to-Work Housewives

– Career-Oriented Working Women

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Table 13.10 How Women Control the Purse Strings

Women control or influence…80% of all purchase decisions80% of new vehicle purchases46% of menswear purchases82% of supermarket purchases53% of investment decisions70% of appliance choices

Women also…handle 75% of family financesconstitute 40% of business travelare 43% of the persons with assets over $500,000