CHAPTER

TWELVE
Subculturesand
ConsumerBehavior

Copyright2010PearsonEducation,Inc.

LearningObjectives
1.
2.
3.
4.

ToUnderstandWhatSubcultureIs,andItsRelationshipto
Culture.
ToUnderstandNationalityasaSubculturalInfluenceon
ConsumerBehavior.
ToUnderstandReligiousAffiliationasaSubculturalInfluenceon
ConsumerBehavior.
ToUnderstandGeographicandRegionalResidencesasSub
culturalInfluencesonConsumerBehavior.

ChapterTwelveSlide

LearningObjectives(continued)
5.
6.
7.
8.

ToUnderstandRacialIdentityasaSubculturalInfluenceon
ConsumerBehavior.
ToUnderstandAgeasaSubculturalInfluenceonConsumer
Behavior.
ToUnderstandGenderasaSubculturalInfluenceonConsumer
Behavior.
ToUnderstandHowMultipleSubculturalMembershipsJointly
InfluenceConsumerBehavior.

Copyright2010PearsonEducation,Inc.

ChapterTwelveSlide

WhyIsStateFarmRunningMagazine
AdsinSpanish?AtWhomAreTheseAdsDirected?

ChapterTwelveSlide

ToBuildtheirMarketbyReachingthe
HispanicAmericanConsumer

Copyright2010PearsonEducation,Inc.

ChapterTwelveSlide

Subculture

A distinct cultural group

that exists as an
identifiable segment
within a larger, more
complex society.

A subculture has beliefs, values, and customers that set

them apart from the other members of the same society.

ChapterTwelveSlide

DiscussionQuestions
Wouldyoucategorizeyourselfasbelongingtoany
subcultures?
Howdoesitaffectyourconsumerpurchases?
Perhapsyoubelongtoreligiousorethnicsubcultures.
Dotheseaffectyourgrocerydecisions

ChapterTwelveSlide

RelationshipBetweenCultureandSubculture Figure12.2

ChapterTwelveSlide

ExamplesofMajorSubcultural CategoriesTable12.1

ChapterTwelveSlide

NationalitySubculture Hispanic
Strongerpreferenceforwellestablishedbrands
Prefertoshopatsmallerstores
Someareshiftingfoodshoppingtononethnic
Americanstylesupermarkets
Youthsaremorefashionconsciousthannon
Hispanicpeers

ChapterTwelveSlide 10

WhyIsDaysInnRunningAdsinSpanish,andWhoArethe
ConsumersTargetedbySuchAds?

ChapterTwelveSlide 11

BecauseHispanicAmericanswhoSpeakSpanishasaFirst
LanguageTendtoPreferSpanishLanguageAdvertising

Copyright2010PearsonEducation,Inc.

ChapterTwelveSlide 12

NationalitySubculture Hispanic
U.S.HispanicPopulationbyPlaceofOrigin
Figure12.3

ChapterTwelveSlide 13

SegmentingtheHispanicMarket
Figure12.5
ethnic identity + the strength of
the family unit

4 segments

ChapterTwelveSlide 14

ReligiousSubcultures
200+organizedreligiousgroupsintheU.S.
Primaryorganizedfaithsinclude:

Protestantdenominations
RomanCatholicism
Islam
Judaism

Consumerbehaviorsymbolicallyandritualisticallyassociated
withthecelebrationofreligiousholidays.

ChapterTwelveSlide 15

RegionalSubcultures
Manyregionaldifferencesexistinconsumption
behavior

Westernershaveamugofblackcoffee
Easternershaveacupofcoffeewithmilkandsugar
WhitebreadispreferredintheSouthandMidwest
RyeandwholewheatarepreferredontheEastandWest
coasts

ChapterTwelveSlide 16

MajorRacialSubcultures
AfricanAmerican

TheAfricanAmericanConsumer
13percentoftheU.S.population
Purchasingpowerestimatedat$845billion

ChapterTwelveSlide 17

Break Time

WhatArethe
StrategicGoalsofThisAd?

ChapterTwelveSlide 19

ThisAdisPlacedinBlackMedia whichis
VeryImportanttoManyAfricanAmericans.

ChapterTwelveSlide 20

MajorRacialSubcultures
AfricanAmerican
Preferleadingbrandsoverprivatelabelbrands
Brandloyal
Higherthanaveragetripstogrocerystoreand
higherspending
Spendmorethenothersegmentsontelephone
services
Hair care and telephone services are two other products
that tend to be bought more than other segments.

ChapterTwelveSlide 21

MajorRacialSubcultures
AsianAmerican
Fastestgrowingracialsegment
Diversegroupincluding6major
ethnicities:
Chinese,Filipino,Indian,Vietnamese,Korean,
andJapanese

95%liveinmetropolitanareasand
businessownershipishigh

ChapterTwelveSlide

22

RegionofResidenceforSelectedSubcultural Groups
Figure12.7

Copyright2010PearsonEducation,Inc.

ChapterTwelveSlide

23

MajorRacialSubcultures
AsianAmerican
Increasingbuyingpower
Diversesofewtrends
ManypreferadsinEnglishas
languageisselfreportedas
wellspoken

Copyright2010PearsonEducation,Inc.

Figure12.8

ChapterTwelveSlide 24

MajorAgeSubcultures

Copyright2010PearsonEducation,Inc.

ChapterTwelveSlide 25

GenerationY
Accordingtosources,born19771994OR19822000
Threegroups
GenYAdults 1928
GenYTeens 1318
GenYTweens 812

Twixters 2129andlivewithparents

ChapterTwelveSlide 26

DiscussionQuestions
Isitethicalformarketersofhighpricedgoods,aniPod
forexample,totargettweens?
Howmighttheymarketresponsibly?

ChapterTwelveSlide 27

GenerationX
Born between 1965 and 1979
Also referred to as Xers, busters, or slackers
Do not like labels, are cynical, and do not want to be
marketed to

ChapterTwelveSlide 28

BabyBoomers

Bornbetween1946 1964
Morethan40percentoftheadultpopulation
Motivatedconsumers
Notanxioustoretireandhandleitas:

Opportunityforanewstart
Acontinuationofpreretirementlife
Unwelcomedisruption
Transitiontooldage

ChapterTwelveSlide 29

OlderConsumers
Roughly65yearsandolder
Growingsegmentduetobettermedicalcare,declining
birthrateandtheagingofthelargebabyboomer
segment
Threesegmentsbyage
TheYoungOld(6574)
TheOld(7584)
TheOldOld(85andolder)

Copyright2010PearsonEducation,Inc.

ChapterTwelveSlide 30

OlderConsumers
Segmentationcanalsobedoneonmotivationsand
qualityoflifeorientation
Thosewhofeelandactyoungerwillpurchase
consumerproductsthataregenerallyconsumedbya
somewhatyoungergroup
Cyberseniors

ChapterTwelveSlide 31

HowSeniorsUsetheInternet
Figure12.9

ChapterTwelveSlide 32

DiscussionQuestions
Howmightthethreeseniorsegmentsdifferintheir
consumptionoffoodproducts?
Howmightamarketerofafoodproductmarket
differentlytothethreesubgroups?

Where might you find the three groups of seniors?

What about dining out?
What are their interests?
a grocery store and the variety of food categories.

ChapterTwelveSlide 33

IssuesinUnderstandingGenderasaSubculture
SexRolesandConsumerBehavior
Masculinevs.FeminineTraits

ConsumerProductsandSexRoles
Menandwomenreactdifferentlytowardprintadsandhavevery
differentshoppingmotives

WomenasdepictedinMedia

ChapterTwelveSlide 34

WorkingWomen
Working women are important consumers and comprise
about 60 percent of American women

SegmentsofALLwomen

Stayathome
Plantowork
Justajobworking
Careerorientedworking

ChapterTwelveSlide 35

ConsumerElectronicsProductsWomenAreMostInterestedin
Buying Figure12.10

Copyright2010PearsonEducation,Inc.

ChapterTwelveSlide 36

An individual can belong to several of the subcultures

Subcultural
Interaction

Marketers should strive to

understand how multiple
subcultural memberships
jointly influence
consumers behavior

Considerations on how these influences will work together

ChapterTwelveSlide 37