Chapter 14

1. Chapter 14 Ethnic, Racial, and Religious Subcultures

2. Ethnic Subcultures Different Types of Subcultures Racial Subcultures Religious Subcultures Subcultures and ConsumerIdentity Subcultures are Groups Whose Members Share Beliefs and Common Experiences That Set Them Apart From Others.

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

4. Ethnic and Racial Stereotypes Many subcultures have powerful stereotypes associated with them which can be positive or negative. The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement. New Ethnic Groups New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language. They tend to cluster together geographically which makes them easy to reach. Ethnic and Racial Subcultures

5. California census figures show that 4.7 percent of state residents, such as Rani Spudich, identified themselves as multiracial. Spudich, a San Francisco doctor, is Asian Indian and white. Mixed-Raced Americans

6. "Cablinasian" Blend of Caucasian, Black, Indian, and Asian (Thai) blood. Mixed-Raced Americans

7. African Americans comprise a significant racial subculture and account for 12% of the U.S. population. Black/ White consumption differences that marketers should be aware of include, African Americans buying: only 2% of trucks and vans; 25% on mass transit, 10% of TV’s, radios, and sound equipment, 17% of all encyclopedias and reference books, 28% more than other American consumers on baby products, 27% more cooking ingredients than average, more than 50% of the cognac, 19% of the market for toiletries and cosmetics and 34% for hair care products, African American Subculture

8. Attitudes Among African Americans http://sfgate.com/cgi-bin/article.cgi?file=/c/a/2001/11/20/MN101820.DTL

9. Watch 10 Hours of TV a Day Usually on Major and Cable Networks Heavy Readers of Local Morning Daily Newspapers Have Not Been Well Represented in Mainstream Advertising, But This is Changing Now Account for 25% of the People Depicted in Commercials Which are More Racially Integrated African Americans and Mainstream Media

10. Black Sports and Celebrity Figures are Increasing Depict Blacks More Positively Than General Media Black-Oriented Media Retailers are Targeting African Americans New Generation of Magazines Black-Oriented Media Have Specific Romance Novels

11. Demographically, two important characteristics of the Hispanic market are worth noting: It is a young market - the median age is 23.6, while the U.S. average is 32. The average Hispanic family contains 3.5 people, compared to only 2.7 for other U.S. households. There are over 19 million Hispanic consumers in the U.S. and a number of factors make this market segment extremely attractive: Large expenditures on groceries, Brand loyal, Concentrated geographically by national origin, Education levels are increasing dramatically. The Allure of the HispanicMarket

12. Diversity in California

13. Appealing to Hispanic Subcultures A Need for Status Cuban Americans - Wealthiest A Strong Sense of Pride Mexican Americans - Fastest Growing Self- Expression Characteristics of Hispanic Consumers Family Devotion Identity From Country of Origin Assertive Role Models

14. Role of the Church Role of the Catholic church is very important to the average Hispanic family. However, one in five now practices some form of evangelical Protestantism. Role of the Family Preferences to spend time with family influence the structure of many consumption activities. Product appeals that stress one’s ability to provide well for the family are important in this subculture. Level of Acculturation Acculturation refers to the process of movement and adaptation to one country’s cultural environment by a person from another country. Progressive Learning Model - people gradually learn a new culture as they increasingly come in contact with it. Understanding Hispanic Identity

15. Immigration and Acculturation Consumer Acculturation Agents Consumer Acculturation Processes Consumer Acculturation Outcomes Individual Differences 1. Demographic Variables 2. Language - Spanish/ English 3. Recency of Arrival 4. Ethnic Identity 5. Environmental Factors Culture of Origin Family Friends Media Institutions Assimilation Maintenance Resistance Segregation Movement Translation Adaptation • Culture of Immigration Family Friends Media Institutions

16. Asian Americans • Asian Americans are the Fastest Growing Minority Group in the U.S. • College Graduation Rate is Twice That of Whites and Quadruple That of African Americans and Hispanics. Average Household Income is $2,000 Greater Than Whites, $7,000-$9,000 More Than African Americans and Hispanics.

17. Asian Demographics

18. Chinese is the Largest, Followed by Filipino and Japanese Diverse Languages and Dialects Segmenting Asian Americans Increasing Birth Rate, But Still Represent Only 2% of Population Save More of Their Income, Borrow Less, Conservative Status Conscious, Buy Premium Brands and High-Tech Products

19. Reaching the Asian AmericanConsumer Overlooked Complex Differences Among Asian Subcultures • Translating Advertising • Messages Into Asian • Media Problems Encountered by American Marketers • Been Insensitive to • Cultural Practices Lack of Media Available to Reach Asian Americans

20. Personality Attitudes Toward Sexuality Birthrates and Household Formation Income Political Attitudes The Impact of Religion on Consumption

21. Characteristics of Religious Subcultures 25% of Americans 10% of Americans Protestant Subculture More Children Stress Industriousness and Hard Work Catholic Subculture Lower Socioeconomic Status Part of the Power Elite Collective Decision Making Many in Science, Education, Government & Military Many are Conservative

22. Characteristics of Religious Subcultures 33% of Americans 2% of Americans Born-Again Subculture Mostly Women and Older Citizens Exceptionally Strong Influence Jewish Subculture Demarketing of Certain Products High Socioeconomic Status Protest Sex and Violence Emphasis on Education Consumption Patterns Unclear Family Size Relatively Small

23. 3 - 4 Million Americans Characteristics of Religious Subcultures Conservative Muslim Subculture Value Close-Knit Family Structure Few Marketers Target This Subculture Practice is Growing Worldwide