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Consumer Behavior: Buying, Having, and Being

Twelfth Edition

Chapter 13

Subcultures

Learning Objectives (1 of 2)

13.1 Consumer identity derives from “we” as well as “I”.

13.2 Our memberships in ethnic, racial, and religious subcultures often play a big role in guiding our consumption behaviors.

13.3 Marketers increasingly use religious and spiritual themes when they talk to consumers.

13.4 Our traditional notions about families are outdated.

13.5 We have many things in common with others because they are about the same age.

Learning Objectives (2 of 2)

13.6 Teens are an important age segment for marketers.

13.7 Baby Boomers are the most economically powerful age segment.

13.8 Seniors are a more important market segment than many marketers realize.

13.9 Birds of a feather flock together in place-based subcultures.

Learning Objective 13.1

Consumer identity derives from “we” as well as “I”.

10-5

Subcultures

Social identity is that part of the self that our group memberships define.

The categories that matter in establishing our consumer identity are subcultures.

We all belong to many subcultures, depending on our age, race, ethnic background, and place of residence.

What is Acculturation?

Acculturation occurs, at least in part, with the influence of acculturation agents.

Family

Friends

Church organizations

Media

Acculturation is the process of movement and adaptation to one country’s cultural environment by a person from another country. Acculturation agents are the influences in our environment which affect the process of transitioning from one culture to another that contains components of both the old and new culture. These agents are family and friends, as well as organizations like churches, and even the media. The agents may be from the culture of origin or from the culture of immigration.

The Progressive Learning Model

Assumes that people gradually learn a new culture as they increasingly come into contact with it

When people acculturate they will blend their original culture and the new one

Consumers who retain much of their original ethnic identity differ from those who assimilate

Is Ethnicity a Moving Target?

Defining/targeting an ethnic group is not always so easy (“melting pot” society)

Deethnicization occurs when a product we associate with a specific ethnic group detaches itself from its roots and appeals to other groups

The “Big Three” American Ethnic Subcultures

African Americans

Hispanic Americans

Asian Americans

2-9

10-10

African Americans

Overall spending patterns of blacks and whites are roughly similar

Household income and educational levels rising for African Americans

Differences in consumption behaviors subtle but important

10-11

Hispanic Americans

“Hispanic” = many different backgrounds

Hispanics are:

Brand loyal

Highly concentrated geographically by country of origin (easy to reach)

Internet advertising

10-12

Distinguishing Characteristics of the Hispanic Market

Looking for spirituality, stronger family ties, and more color in their lives

Large family size of Hispanic market

Spend more on groceries

Shopping is a family affair

Regard clothing children well as matter of pride

Convenience/saving time is not important to Hispanic homemaker

Asian Americans

Most affluent, best educated

Most brand-conscious but least brand loyal

Made up of culturally diverse subgroups that speak many different languages/dialects

Learning Objective 13.2

Our memberships in ethnic, racial, and religious subcultures often guide our consumption behaviors.

Learning Objective 13.3

Marketers increasingly use religious and spiritual themes when they talk to consumers.

Religion and Consumption

Organized religion and product choices

Born-again consumers

Islamic marketing

10-16

Ethnic and Racial Subcultures

An ethnic subculture is a self-perpetuating group of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category.

In countries like Japan, ethnicity is synonymous with the dominant culture because most citizens claim the same cultural ties.

Learning Objective 13.5

We have many things in common with others because they are about the same age.

Age and consumer identity

Shared

experiences

Shared

memories

Nostalgia

appeal

Age

cohort

identity

10-20

Generational Categories

The Interbellum Generation (born at the beginning of the 20th century)

The Silent Generation (between the two World Wars)

The War Baby Generation (during World War II)

The Baby Boom Generation (between 1946 and 1964)

Generation X (1965 and 1985)

Generation Y (1986 and 2002)

Generation Z (2003 and later)

Gen Y and Z

Four basic conflicts are common among all teens:

Autonomy versus belonging

Rebellion versus conformity

Idealism versus pragmatism

Narcissism versus intimacy

Getting to Know Gen Z

Born in the late 1990’s to early 2000’s

Most diverse generation

Digital natives

Getting to Know Gen Y

“Echo Boomers” = “millennials” = Gen Yers

Make up one-third of U.S. population

Spend $170 billion a year

First to grow up with computers in their homes, in a 500-channel TV universe

Learning Objective 13.6

Teens are an important age segment for marketers.

Generation X

Consumers born between 1966 and 1976

Today’s Gen Xer is both values-oriented and value-oriented

Desire stable families, save portion of income, and view home as expression of individuality

Learning Objective 13.7

Baby boomers continue to be the most powerful age segment economically.

10-27

Baby Boomers

Consumers born between 1946 and 1965

Active and physically fit

Currently in peak earning years

Food, apparel, and retirement programs

“Midlife crisis” products

Learning Objective 13.8

Seniors continue to increase in importance as a market segment.

Perceived Age: You’re Only as Old as You Feel

Age is more a state of mind than of body

Perceived age: how old a person feels as opposed to his or her chronological age

“Feel-age”

“Look-age”

The older we get, the younger we feel relative to actual age

Values of Older Adults

Autonomy: want to be self-sufficient

Connectedness: value bonds with friends and family

Altruism: want to give something back to the world

Learning Objective 13.9

Birds of a feather flock together in place-based subcultures.

Table 13.1 A Comparison of Two Different Youth-Oriented PRIZM Clusters

Segment #4: Young Digerati	Segment #24: Up-and-Comers
Tech-savvy consumers who live in trendy urban neighborhoods filled with fitness clubs, boutiques, and microbreweries.	A transition segment for young, middle-class singles before they marry and establish families. Primarily live in mid-size cities and includes many recent college graduates who are into athletic activities, technology, and nightlife.
Much more likely than the average consumer to: Shop at Bloomingdale’s Travel to Asia Read Dwell Watch Independent Film Channel Drive an Audi A3	Much more likely than the average consumer to: Order from Priceline.com Travel to South America Read Cigar Aficionado Watch South Park Drive a Nissan Altima Hybrid

Adapted from “My Best Segments,” Nielsen, http:// www.claritas.com/MyBestSegments/Default.jsp?ID=30&pageName=Segment%2Bexplorer, accessed April 21, 2015.