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segments.
a) When carrying out such analyses, the marketer must determine whether the beliefs,
values, and customs shared by members of a specific subgroup make them desirable
candidates for special marketing attention.
NATIONALITY SUBCULTURES
1. For many people, nationality is an important subcultural reference that guides what they
CONSUMER BEHAVIOR
2. Hispanic Americans are younger (the median age of Hispanics is about 10 years younger than
the median age of non-Hispanic whites), they are members of larger families, and they are
more likely to live in an extended family householdconsisting of several generations of
family members.
a) Not only are Hispanic households more likely than black or non-Hispanic white
families to contain children, Hispanics spend more time caring for their children.
3. With the number of Hispanic Americans expected to grow to over 38 million by the year
2005, this subculture is anticipated to comprise the largest minority in the United States by
that time.
4. The ten metro areas with the largest Hispanic populations are also home to 58 percent of the
Hispanic population of the United States.
5. There are 12 Hispanic subgroups now identified in the United States.
a)
variables.
2. Hispanic subculture is dynamic and evolving.
a)
More and more Hispanics are food shopping in non-Hispanic supermarkets, for
example.
b) They appear to be in the process of acculturation.
CONSUMER BEHAVIOR
2. Language provides still another basis for segmenting the Hispanic-American market, even
RELIGIOUS SUBCULTURES
1. The United States has more than 200 different organized religious subcultures.
a)
Of this number, Protestant denominations, Roman Catholicism, and Judaism are the
original purpose.
4. Targeting specific religious groups with specially designed marketing programs can be very
profitable.
GEOGRAPHIC AND REGIONAL SUBCULTURES
1. The United States is a large country, one that enjoys a wide range of climatic and geographic
conditions.
2. It is only natural that many Americans have a sense of regional identification and use this
CONSUMER BEHAVIOR
RACIAL SUBCULTURES
1. The major racial subcultures in the United States are Caucasian, African American, Asian
largest racial minority in the United States (almost 13 percent of the population).
a) Purchasing power estimated to be $572 billion.
2. This important subcultural grouping is frequently portrayed as a single, undifferentiated
African American market, consisting of consumers who have a uniform set of consumer
needs.
a) In reality it consists of numerous subgroups, each with distinctive backgrounds, needs,
interests, and opinions.
patterns.
2. African American consumers tend to prefer popular or leading brands, are brand loyal, and
a)
Some have followed the policy of running all their advertising in general mass media in
the belief that African Americans have the same media habits as whites.
CONSUMER BEHAVIOR
b) Others have followed the policy of running additional advertising in selected media
c)
2. African Americans have cultural values subtly different from the U.S. population as a whole.
3. Many marketers supplement their general advertising with advertisements in magazines,
Koreans, and Vietnamese) is currently about 12 million in size and is the fastest-growing
American minority (on a percentage basis).
2. It is expected that immigration should push the Asian American population to 13 million by
2005, which represents a gain of almost 54 percent since 1990.
3. The current Asian American market, which represents close to 4 percent of the United States
population.
4. Because Asian Americans are largely family-oriented, highly industrious, and strongly driven
to achieve a middle-class lifestyle, they are an attractive market for increasing numbers of
marketers.
5. About 60 percent of Asian Americans have incomes of at least $60,000 and about 50 percent
CONSUMER BEHAVIOR
1. Asian Americans are largely urban people, who are presently concentrated in and around a
Asian Americans, who have shown themselves to be hardworking, very family-oriented, and
strivers for excellence in educational pursuits (for themselves and their children).
a) Supporting this profile, United States Census Bureau data reveal that more Asian
Americans, on a per-capita basis, own their own businesses than non-Asian American
minorities.
b) Those who do not own their own businesses are largely in professional, technical, or
c)
managerial occupations.
They also tend to be better educated and more computer literate than the general
population.
d) Additionally, many Asian Americans are young and live a good part of their lives in
multi-income households.
Asian Americans as Consumers
1. The buying power of Asian Americans amount to about $254 billion annually.
a)
b)
c)
d)
American patronage.
2. It is important to remember that Asian Americans are really drawn from diverse cultural
backgrounds.
a) Vietnamese Americans are more likely to follow the traditional model wherein the man
makes the decision for large purchases, whereas Chinese American husbands and wives
are more likely to share in the decision-making process.
3. The use of Asian American models in advertising is effective in reaching this market
segment.
Mahesh Gowda S DEPT OF MBA, SJ B IT, Bangalore
CONSUMER BEHAVIOR
AGE SUBCULTURES
1. Four age subculture segments have been singled out for discussion (Generation Y,
Generation X, baby boomers, and seniors) because their distinctive lifestyles qualify them
for consideration as subcultural groups.
The Generation Y Market
1. This age cohort (a cohort is a group of individuals born over a relatively short and continuous
period of time) includes the approximately 71 million Americans born between the years
1977 and 1994 (i.e., the children of the baby boomers).
a) This cohort is also known as the echo boomers or the millennium generation.
b) This group is often described as being pragmatic, savvy, socially and environmentally
aware, and open to new experiences.
Appealing to Generation Y
1. The teen segment of Generation Y spends over $150 billion annually and influences
hype.
3. This group has shifted some of its TV viewing time to the Internet.
CONSUMER BEHAVIOR
Appealing to Generation X
1. Members of Generation X often pride themselves on their sophistication.
2. Not necessarily materialistic, they do purchase good brand names but not necessarily
designer labels.
3. They want to be recognized by marketers as a group in their own right.
4. One key for marketers appears to be sincerity.
5. Baby boomer media does not work with Generation X members.
CONSUMER BEHAVIOR
The Baby Boomer Market
1. They are especially attractive because:
professional and managerial occupations and more than one-half of those with at least a
college degree.
consumption-oriented.
3. Yuppies are by far the most sought-after subgroup of baby boomers.
a)
Although only 5 percent of the population, they generally are well off financially, well
U. S. population.
2. People over age 50 comprise fully one-third of the adult U.S. market.
3. Some people think of older consumers as:
a)
The annual discretionary income of this group amounts to half of all the nations
discretionary income.
b) This group controls 70 percent of the nations wealth, which now amounts to about $70
trillion.
CONSUMER BEHAVIOR
Defining Older in Older Consumer
1. Driving the growth of the elderly population are three factors:
determining behavior than their chronological ages (i.e., the number of years lived).
4. In fact, people may at the same time have a number of different perceived or cognitive ages.
a) Elderly consumers perceive themselves to be younger than their chronological ages on
four perceived age dimensions: feel age (how old they feel); look age (how old they
look); do age (how involved they are in activities favored by members of a specific age
group); and interest age (how similar their interests are to those of members of a
specific age group).
categories:
a) The young-old (65 to 74 years of age).
b) The old (those 75 to 84).
c) The old-old (those 85 years of age and older).
4. The elderly can also be segmented in terms of motivations and quality-of-life orientation.
Cyberseniors
1. One should not stereotype seniors as being technologically deficient.
2. There are more Internet users over the age of 50 than under the age of 20.
3. The attraction of the Internet to seniors seems to be based on its communication ability.
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CONSUMER BEHAVIOR
4. There appears to be a relationship between the amount of time an older adult spends on the
as a subcultural group.
options.
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CONSUMER BEHAVIOR
The Working Woman
1. Marketers interest in the working woman is increasing.
2. Marketers recognize this is becoming a large market65 million strong.
3. Forty percent of all business travelers today are women.
nonworking women and have divided the female population into four segments.
a) Stay-at-home housewives.
b) Plan-to-work housewives.
c) Just-a-job working women.
d) Career-oriented working women.
2. Twenty-five percent of all working women bring home a paycheck that is larger than their
husbands.
a) Ten years ago it was only 17 percent.
3. Working women spend less time shopping than nonworking women.
a) They accomplish this time economy by shopping less often and by being brand- and
store-loyal.
4. Working women also are likely to shop during evening hours and on the weekend, as well as
to buy through direct-mail catalogs.
SUBCULTURAL INTERACTION
1. All consumers are simultaneously members of more than one subcultural segment; this can
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