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Consumer BehaviorNinth EditionSchiffman and Kanuk
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Copyright 2007 by Prentice Hall
Consumer Behavior,Ninth Edition
Schiffman & Kanuk
Chapter 13Subcultures and
Consumer Behavior
Copyright 2007 by Prentice Hall 13 - 2
Chapter Outline
• What Is Subculture?
• Nationality Subcultures
• Religious Subcultures
• Geographic and Regional Subcultures
• Racial Subcultures
• Age subcultures
• Sex as a Subculture
Copyright 2007 by Prentice Hall 13 - 3
SubcultureSubculture
A distinct cultural group that exists as an
identifiable segment within a larger, more
complex society.
Copyright 2007 by Prentice Hall 13 - 4
Relationship Between Culture and Subculture - Figure 13.1
Copyright 2007 by Prentice Hall 13 - 5
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
Copyright 2007 by Prentice Hall 13 - 6
An ad showing many racial subcultures
Copyright 2007 by Prentice Hall 13 - 7
Issues in Studying Hispanic American Subcultures
• Hispanic Consumer Behavior– Stronger preference for well-established
brands– Prefer to shop at smaller stores– Some are shifting food shopping to non-
ethnic American-style supermarkets– Youths are more fashion conscious than
non-Hispanic peers
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Table 13.4 Traditional Characteristics of the Hispanic American Market
Prefer well-known or familiar brandsBuy brands perceived to be more prestigiousAre fashion consciousHistorically prefer to shop at smaller personal storesBuy brands advertised by their ethnic-group storesTend not to be impulse buyers (i.e., are deliberate)Increasingly clipping and using cents-off couponsLikely to buy what their parents boughtPrefer fresh to frozen or prepared itemsTend to be negative about marketing practices
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Discussion Question
weblink
Why is it important to
have a Web site devoted to Hispanic
business?
Copyright 2007 by Prentice Hall 13 - 10
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.
Copyright 2007 by Prentice Hall 13 - 11
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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Boston.com is one of the strongest
regional news Web sites.
weblink
Copyright 2007 by Prentice Hall 13 - 13
Table 13.8 Product Purchase/Usage by Leading Metropolitan Market
PRODUCT PURCHASE/USAGE
HIGHEST PURCHASE/USAGE
LOWEST PURCHASE/ USAGE
Body power New York San FranciscoEnergy drinks San Francisco Philadelphia
Artificial Sweetener Los Angeles Dallas-Fort Worth
Total beer/ale Chicago Philadelphia
Ground coffee Boston Los AngelesGasoline Dallas-Fort Worth New YorkJams and Jellies Cleveland San Francisco
Hair growth products New York Boston
Attend an auto show Detroit Washington, D.C.
Grated cheese Philadelphia Los Angeles
Attend a movie once a month Boston Dallas-Fort Worth
Own a mountain bike San Francisco New York
Copyright 2007 by Prentice Hall 13 - 14
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
Mouthwash 97 122
Hand and body cream 97 118
PRODUCT/ACTIVITYANGLO-WHITE
AFRICANAMERICAN
Dental floss 102 86
Car rental – business use 94 137
Own a digital camera 107 45
Vitamin and dieting supplements 103 77
Energy drinks 93 137
Barbeque and seasoning sauces 101 103
Ready-to-drink cappuccino 96 115
Greeting card 103 85
Instant breakfast 97 121
102
100
HISPANICAMERICAN
91
90
71
86
161
86
133
81
98
Cat treat 109 45 57
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This ad for Vibe Vixen magazine
targets the African
AmericanUrban
subculture.
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Major Age Subcultures
Generation X Market
Baby Boomer Market
SeniorsMarket
Generation YMarket
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This ad generates
pride in your “age” generation.
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Generation Y
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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In addition to younger
girls, American Girl also targets tweens.
weblink
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Generation X
Born between 1965 and 1979; post baby
boomer segment (also referred to as Xers or
busters).
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Baby Boomers
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
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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AARP is one of the organizations in the U.S. dedicate to seniors.
weblink
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Discussion Question
• 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?
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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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Consumer Electronics Products Women Are Most Interested in Buying
Figure 13-7
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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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