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Learning Objectives
1. To Understand What Subculture Is, and Its Relationship to Culture. 2. To Understand Nationality as a Subcultural Influence on Consumer Behavior. 3. To Understand Religious Affiliation as a Subcultural Influence on Consumer Behavior. 4. To Understand Geographic and Regional Residences as Subcultural Influences on Consumer Behavior.
Why Is State Farm Running Magazine Ads in Spanish? At Whom Are These Ads Directed?
Subculture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
Discussion Questions
Would you categorize yourself as belonging to any subcultures? How does it affect your consumer purchases?
Catholic, Hindu, Mormon Eastern, Southern, Southwestern African American, Asian, Caucasian
Teenagers, Xers, elderly
Gender Occupation
Social class
Why Is Days Inn Running Ads in Spanish, and Who Are the Consumers Targeted by Such Ads?
Because Hispanic Americans who Speak Spanish as a First Language Tend to Prefer Spanish-Language Advertising
Nationality Subculture Hispanic U.S. Hispanic Population by Place of Origin Figure 12.3
Religious Subcultures
200+ organized religious groups in the U.S. Primary organized faiths include:
Protestant denominations Roman Catholicism Islam Judaism
Consumer behavior symbolically and ritualistically associated with the celebration of religious holidays.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide 15
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
This Ad is Placed in Black Media which is Very Important to Many African Americans.
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Generation Y
Generation X
Baby Boomers
Seniors
Generation Y
According to sources, born 1977-1994 OR 1982-2000 Three groups
Gen Y Adults 19-28 Gen Y Teens 13-18 Gen Y Tweens 8-12
Discussion Questions
Is it ethical for marketers of high-priced goods, an iPod for example, to target tweens? How might they market responsibly?
Generation X
Born between 1965 and 1979 Also referred to as Xers, busters, or slackers Do not like labels, are cynical, and do not want to be marketed to
Baby Boomers
Born between 1946 1964 More than 40 percent of the adult population Motivated consumers Not anxious to retire and handle it as:
Opportunity for a new start A continuation of preretirement life Unwelcome disruption Transition to old age
Older Consumers
Roughly 65 years and older Growing segment due to better medical care, declining birthrate and the aging of the large baby boomer segment Three segments by age
The Young-Old (65-74) The Old (75-84) The Old-Old (85 and older)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Twelve Slide 29
Older Consumers
Segmentation can also be done on motivations and quality-of-life orientation Cyberseniors
Discussion Questions
How might the three senior segments differ in their consumption of food products? How might a marketer of a food product market differently to the three subgroups?
Working Women
Segments of ALL women
Stay-at-home Plan-to-work Just-a-job working Career-oriented working
Consumer Electronics Products Women Are Most Interested in Buying - Figure 12.10
Subcultural Interaction
Marketers should strive to understand how multiple subcultural memberships jointly influence consumers behavior
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