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Chapter 13

Consumer Behavior,

Eighth Edition

SCHIFFMAN & KANUK

Subcultures and Consumer

Behavior

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Subculture

A distinct cultural group

that exists as an

identifiable segment

within a larger, more

complex society.

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Figure 13.1 Relationship Between

Culture and Subculture

SubculturalTraits

of

Easterners

DominantCultural

Traits of

U.S. Citizens

SubculturalTraits

of

Westerners

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Table 13.1 Examples of Major

Subcultural CategoriesCATEGORIES EXAMPLES

Nationality Jamaican, Vietnamese, French

Religion Mormon, Baptist, Catholic

Geographic region Northeast, Southwest, Midwestern

Race Pacific Islander, Native American,

Caucasian

Age Senior citizen, teenager, XersGender Female, Male

Occupation Bus driver, mechanic, engineer

Social class Lower, middle, upper

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Issues in Studying Hispanic American

Subcultures

Hispanic Consumer Behavior

Stronger preference for well-established brandsPrefer to shop at smaller stores

Some are shifting food shopping to non-ethnicAmerican-style supermarkets

Youths are more fashion-conscious

http://www.acnielsen.com/pubs/ci/2000/q3/products/cb.htm

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Table 13.2 Traditional Characteristics of the

Hispanic American Market

Prefer well-known or familiar brands

Buy brands perceived to be more prestigious

Are fashion-conscious

Historically prefer to shop at smaller personal stores

Buy brands advertised by their ethnic-group stores

Tend not to be impulse buyers (i.e., are deliberate)

Increasingly clipping and using cents-off couponsLikely to buy what their parents bought

Prefer fresh to frozen or prepared items

Tend to be negative about marketing practices

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Table 13.3 Traditional

HispanicVariables

Spanish Surname

Country of Origin

Country of family

ancestry

Spanish spoken at

home

Self-identification

Degree of

identification

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Figure 13.3

Targeting

Hispanic-American

Consumers

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Figure 13.4 Hispanic Linguistic

Challenge

Bilingual/ preferSpanish

Bilingual/ nopreference

Bilingual/ preferEnglish

Spanish only

English only

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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 aresymbolically and ritualistically associated

with the celebration of religious holidays

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Figure 13.5 Ad

ContainingKosher

Indicator

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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

MidwestRye and whole wheat are preferred on the East

and West coasts

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Table 13.4 Product Purchase/Usage by

Leading Metropolitan Market

PRODUCT PURCHASE/USAGE

HIGHEST

PURCHASE/

USAGE

LOWEST

PURCHASE/

USAGE

Own Rollerblades/in-line skates Detroit Dallas

New domestic car Detroit San Francisco

New imported car Washington, D.C. Detroit

Have life insurance Cleveland San Francisco

Drink Scotch whiskey Dallas Cleveland

Purchased mens jeans Cleveland New York

Have a bowling ball Detroit Boston

Use eyeliner Dallas PhiladelphiaUse artificial sweeteners Dallas-Fort Worth San Francisco

Used cough syrup (past 6 months) Chicago Washington, D.C.

Popcorn (past 6 months) Detroit New York

Lottery tickets (past 12 months) Cleveland Washington, D.C.

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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 2005Gain of 54% since 1990

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Table 13.8 Comparison of Purchase

Patterns

Dress shoes 99 104

Womens designer jeans 96 118

PRODUCT/ACTIVITYANGLO

WHITEAFRICAN

Purchased mens jeans 105 69

Have a rifle 112 22

Noncola soft drink 2+ glasses per week 104 69

Regular womens jeans 103 80

Have a bowling ball 109 40

Baby powder 5+ times in past 7 days 97 129

Hair coloring past 6 months 98 116

Diet-cola soft drink 2+ glasses per week 108 59

Cough syrup 2+ times in past 30 days 92 155

85

117

HISPANIC

104

72

92

100

58

146

126

82

120

Womens eyeliner 100 95 117

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Major Age Subcultures

Generation X

Market

Baby Boomer

Market

Seniors

Market

Generation Y

Market

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GenerationY

Born between 1977

and 1994; also called

echo boomersandmillennium

generation

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3 Subsegments of Gen Y

Gen Y Adults

Gen Y Teens

Gen Y Tweens

http://www.abercrombiekids.com/

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Figure 13.6

Gen Y AdultAppeal

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Generation X

Born between 1965

and 1979; post baby

boomer segment (alsoreferred to asXers or

busters).

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BabyBoomers

Individuals born

between 1946 and

1964 (approximately45% 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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Figure 13.7 Appealing to Baby

Boomers Sense of Self

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Figure 13.8

Appealing toYuppies

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Seniors

Generally older

consumers. Consist of

subcultures, includingthe 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)

http://www.aarp.org/

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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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Segmenting the Female Market

Four Segments:

Stay-at-Home Housewives

Plan-to-Work Housewives

Just-a-Job Working Women

Career-Oriented Working Women