Chapter 13

1. Consumer Behavior,Eighth EditionSCHIFFMAN & KANUK Chapter 13 Subcultures and Consumer Behavior

2. Subculture A distinct cultural group that exists as an identifiable segment within a larger, more complex society.

3. Figure 13.1 Relationship Between Culture and Subculture Subcultural Traits of Easterners Dominant Cultural Traits of U.S. Citizens Subcultural Traits of Westerners

4. CATEGORIES EXAMPLES Nationality Jamaican, Vietnamese, French Religion Mormon, Baptist, Catholic Geographic region Northeast, Southwest, Midwestern Race Pacific Islander, Native American, Caucasian Age Senior citizen, teenager, Xers Gender Female, Male Occupation Bus driver, mechanic, engineer Social class Lower, middle, upper Table 13.1 Examples of Major Subcultural Categories

5. Issues in Studying Hispanic American Subcultures • Hispanic Consumer Behavior • Stronger preference for well-established brands • Prefer to shop at smaller stores • Some are shifting food shopping to non-ethnic American-style supermarkets • Youths are more fashion-conscious

6. Table 13.2 Traditional Characteristics of the Hispanic American Market Prefer well-known or familiar brands Buy brands perceived to be more prestigious Are fashion-conscious Historically prefer to shop at smaller personal stores Buy brands advertised by their ethnic-group stores Tend not to be impulse buyers (i.e., are deliberate) Increasingly clipping and using cents-off coupons Likely to buy what their parents bought Prefer fresh to frozen or prepared items Tend to be negative about marketing practices

7. Spanish Surname Country of Origin Country of family ancestry Spanish spoken at home Self-identification Degree of identification Table 13.3 Traditional “Hispanic”Variables

8. Figure 13.3 Targeting Hispanic-American Consumers

9. Figure 13.4 Hispanic Linguistic Challenge

10. 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 products that are symbolically and ritualistically associated with the celebration of religious holidays

11. Figure 13.5 Ad Containing Kosher Indicator

12. 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

13. PRODUCT PURCHASE/USAGE HIGHEST PURCHASE/ USAGE LOWEST PURCHASE/ USAGE Own Rollerblades/in-line skates Detroit Dallas New domestic car Detroit San Francisco New imported car Washington, D.C. Detroit Have life insurance Cleveland San Francisco Drink Scotch whiskey Dallas Cleveland Purchased men’s jeans Cleveland New York Have a bowling ball Detroit Boston Use eyeliner Dallas Philadelphia Use artificial sweeteners Dallas-Fort Worth San Francisco Used cough syrup (past 6 months) Chicago Washington, D.C. Popcorn (past 6 months) Detroit New York Lottery tickets (past 12 months) Cleveland Washington, D.C. Table 13.4 Product Purchase/Usage by Leading Metropolitan Market

14. 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

15. PRODUCT/ACTIVITY ANGLO WHITE AFRICAN HISPANIC Purchased men’s jeans 105 69 104 Dress shoes 99 104 85 Women’s designer jeans 96 118 117 Regular women’s jeans 103 80 100 Have a bowling ball 109 40 58 Have a rifle 112 22 72 Noncola soft drink 2+ glasses per week 104 69 92 Diet-cola soft drink 2+ glasses per week 108 59 82 Cough syrup 2+ times in past 30 days 92 155 120 Baby powder 5+ times in past 7 days 97 129 146 Hair coloring past 6 months 98 116 126 Women’s eyeliner 100 95 117 Table 13.8 Comparison of Purchase Patterns

16. Major Age Subcultures Generation X Market Generation Y Market Seniors Market Baby Boomer Market

17. Generation Y Born between 1977 and 1994; also called echo boomersand millennium generation

18. 3 Subsegments of Gen Y • Gen Y Adults • Gen Y Teens • Gen Y Tweens

19. Figure 13.6 Gen Y Adult Appeal

20. Generation X Born between 1965 and 1979; post baby boomer segment (also referred to as Xers or busters).

21. Baby Boomers Individuals born between 1946 and 1964 (approximately 45% of the adult population).

22. Baby Boomers • The largest age category alive today • Frequently make important consumer purchase decisions • Include a small subsegment of trendsetting consumers (yuppies) who influence consumer tastes of other age segments

23. Figure 13.7 Appealing to Baby Boomers’ Sense of Self

24. Figure 13.8 Appealing to Yuppies

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

26. Three Senior Subsegments • The Young-Old (65-74) • The Old (75-84) • The Old-Old (85 and older)

27. Issues in Understanding Sex as a Subculture • Sex Roles and Consumer Behavior • Masculine vs. Feminine Traits • The Working Woman • Segmentation Issues • Shopping Patterns

28. Segmenting the Female Market • Four Segments: • Stay-at-Home Housewives • Plan-to-Work Housewives • Just-a-Job Working Women • Career-Oriented Working Women