1 / 14

Marketing 334 Consumer Behavior

Marketing 334 Consumer Behavior. Chapter 5 SubCultures Based on Consumer Behavior, 10 th 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?

nodin
Télécharger la présentation

Marketing 334 Consumer Behavior

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing 334Consumer Behavior Chapter 5 SubCultures Based on Consumer Behavior, 10th ed. by Hawkins, Mothersbaugh and Best

  2. 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? • Thicker • Thinner • The Same Source: L. Miller, “Cutting it Thin,” Supermarket News, November 7, 2005, p. 45.

  3. 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

  4. Ethnic Subcultures • African Americans • Hispanics • Asian Americans • Native Americans • Asian-Indian Americans • Arab Americans

  5. 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.

  6. African Americans Demographics • Buying Power • Consumer Groups • Media Usage • Marketing Mix

  7. 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

  8. Asian Americans Demographics • Buying Power • Consumer Segments • Marketing Mix

  9. Asian Americans A Closer Look at the Marketing Aspects of this Segment

  10. Native Americans Demographics • Buying Power • Consumer Groups • Marketing Mix 5-10

  11. Asian-Indian Americans Demographics • Buying Power • Consumer Groups • Marketing Mix

  12. Arab Americans Demographics • Buying Power • Consumer Groups • Marketing Mix 5-12 1 Population estimate by the Arab American Institute.

  13. 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 Non-Christian • - Roman Catholic -Jewish • - Protestant -Muslim • - Born-Again Christian -Buddhist 5-13

  14. 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

More Related