文档介绍：Chapter 14
Ethnic, Racial, and
Religious Subcultures
CONSUMER BEHAVIOR
Fourth Edition
Michael R. Solomon
Subcultures and Consumer Identity
Ethnic Subcultures
Racial Subcultures
Religious Subcultures
Different Types
of Subcultures
Subcultures are Groups Whose Members Share Beliefs mon Experiences That Set Them Apart From Others.
Ethnicity and Marketing Strategies
Subcultures are Very Important in Shaping People’s Needs and Wants and Membership is Often Predictive of Consumer Variables Such As:
Level & Type of Media Exposure
Food Preferences
Wearing Distinctive Apparel
Political Behavior
Leisure Activities
Willingness to Try New Products
Ethnic and Racial Subcultures
Ethnic and Racial Stereotypes
Many subcultures have powerful stereotypes associated with them which can be positive or negative.
The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement.
New Ethnic Groups
New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language.
They tend to cluster together geographically which makes them easy to reach.
African American Subculture
African prise a significant racial subculture and account for 12% of the . population.
Black/ White consumption differences that marketers should be aware of include, African Americans buying:
only 2% of trucks and vans; 25% on mass transit,
10% of TV’s, radios, and sound equipment,
17% of all encyclopedias and reference books,
28% more than other American consumers on baby products,
27% more cooking ingredients than average,
more than 50% of the cognac,
19% of the market for toiletries and cosmetics and 34% for hair care products,
African Americans and Mainstream Media
Watch 10 Hours of TV a Day Usually on
Major and works
Heavy Readers of Local Morning Daily
Newspapers
Have Not Been Well Represented in
Mainstream Advertising, But This is Changing
Now Account for 25% of the People Depicted in
Commercials Which ar