Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 05

PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit

CHAPTER 05 The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc All rights reserved PART II: EXTERNAL INFLUENCES 5-2 Learning Objectives Understand subcultures and their influence on unique market behaviors L01 L01 Analyze the African American subculture and the unique marketing aspects it entails L02 L02 Analyze the Hispanic subculture and the unique marketing aspects it entails L03 L03 Analyze the Asian American subculture and the unique marketing aspects its entails L04 L04 Analyze the Native American, Asian-Indian American, and Arab American subcultures and the unique marketing aspects they entail L05 L05 Describe the various religious subcultures and their implications for marketing L06 L06 Explain the role of geographic regions as subcultures L07 L07 5-3 Consumer Behavior In The News… Are All Media Created Equal for Hispanics?  Do you think language preference depends on media type in the Hispanic market?  No  Yes Source: “Media,” Advertising Age, July 25, 2011 5-4 Consumer Behavior In The News… Are All Media Created Equal for Hispanics?    Do you think language preference depends on media type in the Hispanic market?  No  Yes – if you said yes you were correct! Examples:  TV: English Only = 18%  Internet: English Only = 57% Why? Hint: Think media demographics Source: “Media,” Advertising Age, July 25, 2011 5-5 The Nature of Subcultures A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior Identification with a Subculture Produces Unique Market Behaviors 5-6 Ethnic Subcultures African Americans Hispanics Asian Americans Native Americans Asian-Indian Americans Arab Americans 5-7 Ethnic Subcultures Ethnic subcultures are those subcultures whose members’ unique shared behaviors are based on a common racial, language, or nationality background Major Ethnic Subcultures in the US 2010-2030 5-8 Ethnic Subcultures 5-9 Video Application The following Video Clip demonstrates how Mountain Dew reflects the increased American value of ethnic diversity in its commercials 5-10 Hispanic Americans A Closer Look at the Marketing Aspects of this Segment Consumer Groups Generational groups also exist which drive differences in language, national identity, and values First Generation Second Generation Third (+) Generation Hispanic teens are often bicultural—acculturating by adding a second culture; not replacing their first culture 5-16 Applications in Consumer Behavior Maybelline's Garnier uses Spanish-language ads to target the Hispanic market Courtesy Maybelline New York *Garnier 5-17 Asian Americans Demographics Buying Power Asian Americans are the highest educated and the highest income group The estimated purchase power is $509 billion and is expected to grow by 37% by 2014 This group is also the most diverse group, with numerous nationalities, languages, and religions 5-18 Asian Americans A Closer Look at the Marketing Aspects of this Segment 5-19 Native Americans Demographics Buying Power There are approximately 550 Native American tribes, each with its own language and traditions Many of the tribes have reservations and quasi-independent political status In general, Native Americans have limited incomes, but this varies widely by tribe The overall buying power of this group is estimated at $65 billion and is expected to grow by 28% by 2014 5-20 Native Americans A Closer Look at the Marketing Aspects of this Segment Consumer Groups In recent years, native Americans have taken increased pride in their heritage and are less tolerant of inaccurate stereotypes of either their history or their current status  Marketers using Native American names or portrayals must ensure accurate and appropriate use 5-21 Asian-Indian Americans Demographics Buying Power As a group, they are well educated, affluent, and fluent in English; yet most retain cultural ties to their Indian background In some ways India is more like Europe than America, relative to territories and languages, explaining the diversity among the members of this group 5-22 Asian-Indian Americans A Closer Look at the Marketing Aspects of this Segment Consumer Groups While diverse in many ways, most Asian-Indian Americans share many cultural traits, including: placing a high value on education, particularly their children’s education, and husbands playing a dominant role in making many of the family decisions 5-23 Arab Americans Demographics Buying Power This group is somewhat younger then the general population, better educated, and have a higher than average income Since WWII, many Arab immigrants have been business proprietors, landowners, or influential families fleeing from political turmoil in their home countries Population estimate by the Arab American Institute 5-24 Arab Americans A Closer Look at the Marketing Aspects of this Segment Consumer Groups More than 80% of Arab American are U.S citizens, and a majority being born in the U.S Most Arab Americans are tired of negative stereotyping and misrepresentations about their culture 66% of Arab Americans identify themselves as Christians; 24% identify themselves as Muslims 5-25 Religious Subcultures America is basically a secular society That is, the educational system, government, and political process are not controlled by a religious group, and most people’s daily behaviors are not guided by strict religious guidelines However, there are a number of religious subcultures in America Religion is important and directly influences the behaviors of many Americans This includes consuming religiously-themed products and avoiding the consumption of other products, such as alcohol 5-26 Religious Subcultures Christian Subcultures - Roman Catholic - Protestant - Born-Again Christian 5-27 Religious Subcultures Non-Christian Subcultures - Jewish - Muslim - Buddhist 5-28 Regional Subcultures Regional subcultures arise as a result of the following: - climate conditions - natural environment and resources - characteristics of the various immigrant groups that have settled in each region, and - significant social and political events 5-29 Regional Subcultures 5-30 ... Asian-Indian American, and Arab American subcultures and the unique marketing aspects they entail L05 L05 Describe the various religious subcultures and their implications for marketing L06 L06 Explain... INFLUENCES 5-2 Learning Objectives Understand subcultures and their influence on unique market behaviors L01 L01 Analyze the African American subculture and the unique marketing aspects it entails L02... in the attitudes and behaviors of Hispanic consumers 5-14 Hispanic Americans A Closer Look at the Marketing Aspects of this Segment 5-15 Hispanic Americans A Closer Look at the Marketing Aspects