Chapter 13 . Subcultures and Consumer Behavior. Subculture. A distinct cultural group that exists as an identifiable segment within a larger, more complex society. Figure 13.1 Relationship Between Culture and Subculture. Subcultural Traits of Hispanic Americans. Dominant Cultural
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Subcultures and Consumer Behavior
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
French, Puerto Rican, Korean
Catholic, Hindu, Jew
Southeastern, Midwestern, Eastern
African-American, Caucasian, Asian-American
Teens, Xers, middle age, elderly
Engineer, cook, plumber
Lower, middle, upper
Table 13.2 Traditional Characteristics of the Hispanic American Market
Prefer well-known or familiar brands
Buy brands perceived to be more prestigious
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 and government intervention in business
NAME OF INDICATOR
NATURE/SCOPE AND COMMENTARY
Not a definitive; since a non-Hispanic person might have a Spanish surname, or an Hispanic person might have a non-Spanish surname.
Country of origin
The birthplace of persons born in the Untied States of Hispanic parents would not reveal their Hispanic background.
Country of family ancestry
Includes those individuals who may not be Hispanic despite coming form a particular Spanish-Latin country.
Spanish spoken at home
A significant minority of Hispanic households may speak English at home, yet consider themselves to be cultural Hispanic.
It is reasonable that if an adequate number of self-report choices are offered, a person might identify himself or herself as “Hispanic.”
Degree of identification
This measure captures the “degree” of personal identification as “Hispanic” and augments the self-identification measure.
Table 13.4 A Comparison of Jewish and General Population with Respect to Travel-Related Behavior
JEWISH MEDIA READER
TOTAL U.S. AVERAGE
Taken a trip outside the U.S. within the past 3 years
Taken 10 or more trips outside the U.S. within the last 3 years
Taken a cruise within the past 3 years
Belong to a frequent flier program
Personally rented a car within the past 12 months
LOWEST 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 artificial sweeteners
Used cough syrup (past 6 months)
Popcorn (past 6 months)
Lottery tickets (past 12 months)
Table 13.6 Comparison of Purchase Patterns of White, African American, and Hispanic American Households
Purchased men’s jeans
Women’s designer jeans
Regular women’s jeans
Have a bowling ball
Have a rifle
Noncola soft drink 2+ glasses in past 7 days
Diet-cola soft drink 2+ glasses in past 7 days
Cough syrup 2+ times in past 30 days
Baby powder 5+ times in past 7 days
Hair coloring past 6 months
Age subgroupings of the population.
Generation X Market
Baby Boomer Market
The 18- to 29-year-old post baby boomer segment (also referred to as Xers or busters).
Individuals born between 1946 and 1964 (approximately 45% of the adult population).
Generally older consumers. Consist of subcultures including the 50-plus market and the “elderly consumers” market.
Table 13.7 A Comparison of Generation X and Baby Boomers: As Seen by Xers
Favorite TV Mom
Silence of the Lambs
Lost Poet Musician
Life Changing Movie
John F. Kennedy
Most Annoying Fad
Way Back When...
Fashion Faux Pas
LENGTH OF LIFESTYLE
Early adulthood (18-34)
Middle adulthood (35-49)
Women control or influence…
80% of all purchase decisions
80% of new vehicle purchases
46% of menswear purchases
82% of supermarket purchases
53% of investment decisions
70% of appliance choices
handle 75% of family finances
constitute 40% of business travel
are 43% of the persons with assets over $500,000