1/7/2014

ETHNIC, RACIAL, AND RELIGIOUS SUBCULTURES

PRESENTED BY :

DWI HERMIYATI FICKY KHUSNUL KHATIMAH

Subcultures and Consumer Identity Ethnic and Racial Subcultures Ethnicity and marketing Strategies The Big Three American Subcultures Religious Subcultures Age Subculture

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Subcultures And Consumer Identity

Subcultures are Groups Whose Members Share Beliefs and

Common Experiences That Set Them Apart From Others.

Ethnic Subcultures

Racial Subcultures

Different Types of Subcultures

Religious Subcultures

Micro culture
Microculture refers to the specialized subgroups, marked with their own languages, ethos and rule expectations, that permeate differentiated industrial societies. A micro culture depends on the smallest units of organization dyads, groups, or local communities as opposed to the broader subcultures of race or class, and the wider national/global culture, compared to which they tend also to be more short-lived, as well as voluntarily

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Ethnic and Racial Subcultures

Ethnic Subculture: A self-perpetuating
group of consumers who are held together by common cultural or genetic ties, and is identified both by its members and by others as being a distinguishable category.

Ethnicity and Marketing Strategies

Subcultures are Very Important in Shaping Peoples Needs and Wants and Membership is Often Predictive of Consumer Variables Such As:
Level & Type of Media Exposure Food Preferences Wearing Distinctive Apparel Political Behavior Leisure Activities Willingness to Try New Products

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The Context of Culture

High Context
Group members tend to be tightly knit, and they are likely to infer meanings that go beyond the spoken word.

Low-Context

More Literal

Example : Indomie represent Indonesia culture Cuisine

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Indonesian Ethnic Products

Is Ethnicity a Moving Target?

Defining/targeting an ethnic group is not always so easy (melting pot society) De ethnicization occurs when a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups as well

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Example : Indonesian Ethnic into Cosmetic Industries

What is Acculturation?
Acculturation is the process of movement and adaptation to one countrys cultural environment by a person from another country. Acculturation occurs, at least in part, with the influence of acculturation agents
Family Friends Church organizations Media

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Process of Acculturation
Segregation Resistance Maintenance of practices Assimilation Adaptation Translation Movement

A Model of Consumer Acculturation

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Levels of Acculturation: Understanding Hispanic Identity

Acculturation:
Refers to the process of movement and adaptation to one countrys cultural environment by a person from another country.

Ethnography:
The study of immigrants as they adapt to life in a new country.

Acculturation Agents:
People and institutions that teach the ways of a culture.
Culture of Origin Culture of Immigration

Segmenting Hispanics by Acculturation

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Perspectives on Ethnic Adaptation

Ethnic Pluralism:
Argues that ethnic groups differ from the mainstream in varying degrees, and that adaptation to the larger society occurs selectively.

Progressive Learning Model:

Assumes that people gradually learn a new culture as they increasingly come in contact with it. Host Culture When people acculturate they will blend their original culture and the new one Consumers who retain much of their original ethnic identity differ from those who assimilate

The Big Three American Subcultures

AFRICAN HISPANIC ASIAN AMERICAN

Overall spending patterns of blacks and whites are roughly similar Household income and educational levels rising for African Americans Differences in consumption behaviors subtle but important

Hispanic = many different backgrounds Hispanics are: Brand loyal Highly concentrated geographically by country of origin (easy to reach)

Fastest-growing group 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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Example : African Marketing

Religious Subcultures
The Rise of Spirituality:
Explosion of religion in popular culture

Old and New Religions The Impact of Religion on Consumption:

Not studied extensively in marketing (too taboo) Religious affiliation has the potential to be a valuable predictor of consumer behavior

Marketing opportunity among religious subcultures due to dress and food requirements

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Mega churches

Islamic Marketing

Some U.S. megachurches have more than 20,000 members.

Specialized ethnic media, like this magazine for Muslim women, are springing up to meet the needs of underserved American subcultures.

Influence of Religious Groups

Religious groups can influence companies decisions by encouraging their members to boycott products or stage protests.

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Age Subculture

Silent Generation

Interbellum Generation

The Born-Again Boom

Born-Again Christians are those who follow literal interpretations of the Bible and who acknowledge being born again through belief in Jesus Fastest-growing religious affiliations in United States

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SUMMARY

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