Chapter 13
Subcultures and
Consumer Behavior
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter Outline
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What Is Subculture?
Nationality Subcultures
Religious Subcultures
Geographic and Regional Subcultures
Racial Subcultures
Age subcultures
Sex as a Subculture
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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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Relationship Between Culture
and Subculture - Figure 13.1
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Table 13.1 Examples of Major
Subcultural Categories
CATEGORIES
EXAMPLES
Nationality
Greek, Italian, Russian
Religion
Catholic, Hindu, Mormon
Geographic region
Eastern, Southern, Southwestern
Race
African American, Asian, Causasian
Age
Teenagers, Xers, elderly
Gender
Female, male
Occupation
Bus driver, cook, scientist
Social class
Lower, middle, upper
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An ad showing
many racial
subcultures
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Table 13.4 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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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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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 13.8 Product Purchase/Usage by
Leading Metropolitan Market
PRODUCT PURCHASE/USAGE
Body power
Energy drinks
Artificial Sweetener
Total beer/ale
Ground coffee
Gasoline
Jams and Jellies
Hair growth products
Attend an auto show
Grated cheese
Attend a movie once a month
Own a mountain bike
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HIGHEST
PURCHASE/
USAGE
New York
San Francisco
LOWEST
PURCHASE/
USAGE
San Francisco
Philadelphia
Los Angeles
Chicago
Boston
Dallas-Fort Worth
Cleveland
Dallas-Fort Worth
Philadelphia
Los Angeles
New York
San Francisco
New York
Detroit
Philadelphia
Boston
San Francisco
Boston
Washington, D.C.
Los Angeles
Dallas-Fort Worth
New York
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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 13.10 Comparison of Purchase
Patterns
PRODUCT/ACTIVITY
Dental floss
ANGLO- AFRICAN
WHITE AMERICAN
102
86
HISPANIC
AMERICAN
91
Mouthwash
97
122
102
Hand and body cream
97
118
100
Vitamin and dieting supplements
103
77
86
Energy drinks
93
137
161
Car rental – business use
94
137
90
Own a digital camera
107
45
71
Greeting card
103
85
81
Instant breakfast
97
121
98
Barbeque and seasoning sauces
101
103
86
Ready-to-drink cappuccino
96
115
133
Cat treat
109
45
57
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Major Age Subcultures
Generation X
Market
Generation Y
Market
Seniors
Market
Baby Boomer
Market
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This ad
generates
pride in
your “age”
generation.
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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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Three Subsegments of Gen Y
• Gen Y Adults
• Gen Y Teens
• Gen Y Tweens
• The Twixter span Gen Y and Gen X and
are 21-29 years old
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Discussion Question
• Is it ethical for marketers of high priced
goods, an iPod for example, to target
tweens?
• How might they market responsibly?
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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
percent 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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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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How Seniors Use the Internet
Figure 13-6
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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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Segmenting the Working
Women Market
• Four Segments:
– Stay-at-Home Housewives
– Plan-to-Work Housewives
– Just-a-Job Working Women
– Career-Oriented Working Women
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