Matakuliah
Tahun
: Perilaku Konsumen
: 2009
SUB-BUDAYA DAN PERILAKU KONSUMEN
Pertemuan 12
Consumer Behavior,
Eighth Edition
SCHIFFMAN & KANUK
Chapter 13
Subcultures and Consumer
Behavior
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Subculture
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A distinct cultural group
that exists as an
identifiable segment
within a larger, more
complex society.
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Figure 13.1 Relationship Between Culture and
Subculture
Subcultural
Traits
of
Easterners
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Dominant
Cultural
Traits of
U.S. Citizens
Subcultural
Traits
of
Westerners
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Table 13.1 Examples of Major Subcultural
Categories
CATEGORIES
Nationality
Religion
Geographic region
EXAMPLES
Jamaican, Vietnamese, French
Mormon, Baptist, Catholic
Northeast, Southwest, Midwestern
Race
Pacific Islander, Native American,
Caucasian
Senior citizen, teenager, Xers
Female, Male
Bus driver, mechanic, engineer
Lower, middle, upper
Age
Gender
Occupation
Social class
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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
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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
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Table 13.3 Traditional “Hispanic”Variables
• Spanish Surname
• Country of Origin
• Country of family
ancestry
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• Spanish spoken at
home
• Self-identification
• Degree of identification
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Figure 13.3 Targeting
Hispanic-American
Consumers
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Figure 13.4 Hispanic Linguistic Challenge
Bilingual/ prefer
Spanish
Bilingual/ no
preference
Bilingual/ prefer
English
Spanish only
English only
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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
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Figure 13.5 Ad
Containing Kosher
Indicator
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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
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Table 13.4 Product Purchase/Usage by
Leading Metropolitan Market
PRODUCT PURCHASE/USAGE
Own Rollerblades/in-line skates
New domestic car
New imported car
Have life insurance
Drink Scotch whiskey
Purchased men’s jeans
Have a bowling ball
Use eyeliner
Use artificial sweeteners
Used cough syrup (past 6 months)
Popcorn (past 6 months)
Lottery tickets (past 12 months)
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HIGHEST
PURCHASE/
USAGE
Detroit
Detroit
Washington, D.C.
Cleveland
Dallas
Cleveland
Detroit
Dallas
Dallas-Fort Worth
Chicago
Detroit
Cleveland
LOWEST
PURCHASE/
USAGE
Dallas
San Francisco
Detroit
San Francisco
Cleveland
New York
Boston
Philadelphia
San Francisco
Washington, D.C.
New York
Washington, D.C.
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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
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Table 13.8 Comparison of Purchase Patterns
PRODUCT/ACTIVITY
Purchased men’s jeans
ANGLO
WHITE
105
AFRICAN
HISPANIC
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
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Major Age Subcultures
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Generation X
Market
Generation Y
Market
Seniors
Market
Baby Boomer
Market
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Generation
Y
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Born between 1977
and 1994; also called
echo boomers and
millennium
generation
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3 Subsegments of Gen Y
• Gen Y Adults
• Gen Y Teens
• Gen Y Tweens
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Figure 13.6
Gen Y Adult Appeal
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Generation X
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Born between 1965
and 1979; post baby
boomer segment (also
referred to as Xers or
busters).
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Baby
Boomers
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Individuals born
between 1946 and
1964 (approximately
45% of the adult
population).
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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
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Figure 13.7 Appealing to Baby Boomers’ Sense of Self
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Figure 13.8
Appealing to
Yuppies
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Seniors
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Generally older
consumers. Consist of
subcultures, including
the 50-plus market and
the “elderly consumers”
market.
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Three Senior Subsegments
• The Young-Old (65-74)
• The Old (75-84)
• The Old-Old (85 and older)
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Issues in Understanding Sex as a
Subculture
• Sex Roles and Consumer Behavior
– Masculine vs. Feminine Traits
• The Working Woman
– Segmentation Issues
– Shopping Patterns
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