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Marketing 334 Consumer Behavior

Marketing 334 Consumer Behavior. Chapter 5 SubCultures Based on Consumer Behavior, 10 th ed. by Hawkins, Mothersbaugh and Best. Consumer Behavior In The News…. If you worked in Wal-Mart’s meat department, how would you slice the meat for Hispanics versus the general population?

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Marketing 334 Consumer Behavior

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  1. Marketing 334Consumer Behavior Chapter 5 SubCultures Based on Consumer Behavior, 10th ed. by Hawkins, Mothersbaugh and Best

  2. Consumer Behavior In The News… If you worked in Wal-Mart’s meat department, how would you slice the meat for Hispanics versus the general population? • Thicker • Thinner • The Same Source: L. Miller, “Cutting it Thin,” Supermarket News, November 7, 2005, p. 45.

  3. The Nature of Subcultures A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior. Identification with a Subculture Produces Unique Market Behaviors

  4. Ethnic Subcultures • African Americans • Hispanics • Asian Americans • Native Americans • Asian-Indian Americans • Arab Americans

  5. Ethnic Subcultures Ethnic subcultures are those subcultures whose members’ unique shared behaviors are based on a common racial, language, or nationality background. Major Ethnic Subcultures in the US 2005-2020 *May be of any race. Source: “Table 10 Resident Population,” Statistical Abstract of the United States (Washington DC: U.S. Bureau of Census, 2001), p.13.

  6. African Americans Demographics • Buying Power • Consumer Groups • Media Usage • Marketing Mix

  7. Hispanic Americans A Closer Look at the Marketing Aspects of this Segment • Buying power • Consumer Groups • Generational • First Generation • Second Generation • Third (+) Generation • Acculturation • Marketing Mix

  8. Asian Americans Demographics • Buying Power • Consumer Segments • Marketing Mix

  9. Asian Americans A Closer Look at the Marketing Aspects of this Segment

  10. Native Americans Demographics • Buying Power • Consumer Groups • Marketing Mix 5-10

  11. Asian-Indian Americans Demographics • Buying Power • Consumer Groups • Marketing Mix

  12. Arab Americans Demographics • Buying Power • Consumer Groups • Marketing Mix 5-12 1 Population estimate by the Arab American Institute.

  13. Religious Subcultures • America is basically a secular society. That is, the educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines. • Religious subcultures Non-Christian • - Roman Catholic -Jewish • - Protestant -Muslim • - Born-Again Christian -Buddhist 5-13

  14. Regional Subcultures Regional subcultures arise as a result of the following: - climate conditions - natural environment and resources - characteristics of the various immigrant groups that have settled in each region - significant social and political events. 5-14

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