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Ethnic, Racial, and Religious Subcultures Chapter 14

Ethnic, Racial, and Religious Subcultures Chapter 14. Katherine Pentz , Prescott Jarrell. Ethnic Targeting. African Americans Hispanic Americans Asian Americans Hispanic population is the largest ethnic subculture (12.5%) Asian Americans (3.6%) are the fastest-growing racial group.

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Ethnic, Racial, and Religious Subcultures Chapter 14

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  1. Ethnic, Racial, and Religious SubculturesChapter 14 Katherine Pentz, Prescott Jarrell

  2. Ethnic Targeting • African Americans • Hispanic Americans • Asian Americans • Hispanic population is the largest ethnic subculture (12.5%) • Asian Americans (3.6%) are the fastest-growing racial group

  3. African American • Household educational levels are rising for African Americans • Due to this, household income for African Americans is also rising • Differences in consumption behaviors can be subtle but still very important • Dark & Lovely

  4. Asian Americans Asian Americans are the fastest-growing population group Most likely to buy high-tech gadgets Most brand-conscious Most concerned with keeping up appearances Surgery to Alter Ethnicity

  5. Religion • Religious themes can spill over into everyday consumption • “Cult products” • Marketing opportunity among religious subculture

  6. Hispanic • Hispanics are: • Brand loyal • Highly concentrated geographically by country of origin (easy to reach) • “Over the last six years, Hispanics have consistently increased their spending on personal care products.”- Elizabeth Perez • Jennifer Lopez Glam

  7. Hispanics Continue Being Brand Loyal Despite the Economy While most would expect consumers to make adjustments to their expenses to save cost, specifically those on the lower-income scale, Spanish-dominant Hispanics are not stepping down. Brand names are still sought after by Hispanic consumers despite the current economic environment. Among that group, Spanish-dominant Hispanics are more likely to continue buying name brand personal care products than English-dominant Hispanics. 65% of those surveyed earning $25,000-$49,000, show an interest in two-in-one shampoo/conditioners and 83% would lean towards toothpaste that can also whiten their teeth and can serve as mouthwash.

  8. Questions • Do you think that the Jennifer Lopez L'Oreal commercial appeals more to a Hispanic population than a non-Hispanic population? • Why? • Do you think you have ever been influenced to buy a product based upon your ethnic, racial or religious subcultures?

  9. References • "Hispanics Continue Being Brand Loyal Despite of the Economy." » Hispanic Market Info. Web. 05 Mar. 2012. <http://www.hispanicmarketinfo.com/2011/02/07/hispanics-continue-being-brand-loyal-despite-of-the-economy/>. "Hispanics Continue Being Brand Loyal Despite of the Economy." » Hispanic MarketInfo. Web. 05 Mar. 2012. <http://www.hispanicmarketinfo.com/2011/02/07/hispanics-continue-being-brand-loyal-despite-of-the-economy/>.

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