Chapter 5
SubCultures
Based on Consumer Behavior, 10th 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?
1.
Thicker
2.
Thinner
3.
The Same
Source: L. Miller, “Cutting it Thin,” Supermarket News, November 7, 2005, p. 45.
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
Ethnic Subcultures
African Americans
Hispanics
Asian Americans
Native Americans
Asian-Indian Americans
Arab Americans
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.
African Americans
Demographics
•Buying Power
•Consumer Groups
•Media Usage
•Marketing Mix
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
Asian Americans
Demographics
Buying Power
Consumer Segments
Marketing Mix
Asian Americans
A Closer Look at the Marketing Aspects of this Segment
National Background of Asian Americans
Other
15%
Chinese
28%
Vietnamese
13%
Korean
13%
Japanese
9%
Filipino
22%
Native Americans
Demographics
Buying Power
Consumer Groups
Marketing Mix
5-10
Asian-Indian Americans
Demographics
Buying Power
Consumer Groups
Marketing Mix
Arab Americans
Demographics
Buying Power
Consumer Groups
Marketing Mix
5-12
1
Population estimate by the Arab American Institute.
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
5-13
Non-Christian
- Roman Catholic
-Jewish
- Protestant
-Muslim
- Born-Again Christian
-Buddhist
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