种族和宗教亚文化群讲义英文版

Chapter14Ethnic,Racial,andReligiousSubculturesCONSUMERBEHAVIORFourthEditionMichaelR.SolomonSubculturesandConsumer

IdentityEthnicSubculturesRacialSubculturesReligiousSubculturesDifferentTypesofSubculturesSubculturesareGroupsWhoseMembersShareBeliefsandCommonExperiencesThatSetThemApartFromOthers.EthnicityandMarketingStrategiesSubculturesareVeryImportantinShapingPeople’sNeedsandWantsandMembershipisOftenPredictiveofConsumerVariablesSuchAs:Level&TypeofMediaExposureFoodPreferencesWearingDistinctiveApparelPoliticalBehaviorLeisureActivitiesWillingnesstoTryNewProductsEthnicandRacialSubculturesEthnicandRacialStereotypesManysubcultureshavepowerfulstereotypesassociatedwiththemwhichcanbepositiveornegative.Theuseofsubtle(andsometimesnotsosubtle)ethnicstereotypesinmoviesillustratesthemedia’sinvolvement.NewEthnicGroupsNewimmigrantsarelikelytobeAsianorHispanicandarebestmarketedtointheirnativelanguage.Theytendtoclustertogethergeographicallywhichmakesthemeasytoreach.AfricanAmericanSubcultureAfricanAmericanscompriseasignificantracialsubcultureandaccountfor12%oftheU.S.population.Black/Whiteconsumptiondifferencesthatmarketersshouldbeawareofinclude,AfricanAmericansbuying:only2%oftrucksandvans;25%onmasstransit,10%ofTV’s,radios,andsoundequipment,17%ofallencyclopediasandreferencebooks,28%morethanotherAmericanconsumersonbabyproducts,27%morecookingingredientsthanaverage,morethan50%ofthecognac,19%ofthemarketfortoiletriesandcosmeticsand34%forhaircareproducts,AfricanAmericansand

MainstreamMediaWatch10HoursofTVaDayUsuallyonMajorandCableNetworksHeavyReadersofLocalMorningDailyNewspapersHaveNotBeenWellRepresentedinMainstreamAdvertising,ButThisisChangingNowAccountfor25%ofthePeopleDepictedinCommercialsWhichareMoreRaciallyIntegratedBlack-OrientedMediaDepictBlacksMorePositivelyThanGeneralMediaHaveSpecificRomanceNovelsNewGenerationofMagazinesRetailersareTargetingAfricanAmericansBlackSportsandCelebrityFiguresareIncreasingBlack-OrientedMediaTheAllureoftheHispanic

MarketDemographically,twoimportantcharacteristicsoftheHispanicmarketareworthnoting:Itisayoungmarket-themedianageis23.6,whiletheU.S.averageis32.TheaverageHispanicfamilycontains3.5people,comparedtoonly2.7forotherU.S.households.Thereareover19millionHispanicconsumersintheU.S.andanumberoffactorsmakethismarketsegmentextremelyattractive:Largeexpendituresongroceries,Brandloyal,Concentratedgeographicallybynationalorigin,Educationlevelsareincreasingdramatically.AppealingtoHispanicSubculturesFamilyDevotionAssertiveRoleModelsMexicanAmericans-FastestGrowingSelf-ExpressionAStrongSenseofPrideIdentityFromCountryofOriginCubanAmericans-WealthiestANeedforStatusCharacteristicsofHispanicConsumersUnderstandingHispanicIdentityRoleoftheChurchRoleoftheCatholicchurchisveryimportanttotheaverageHispanicfamily.However,oneinfivenowpracticessomeformofevangelicalProtestantism.RoleoftheFamilyPreferencestospendtimewithfamilyinfluencethestructureofmanyconsumptionactivities.Productappealsthatstressone’sabilitytoprovidewellforthefamilyareimportantinthissubculture.LevelofAcculturationAcculturationreferstotheprocessofmovementandadaptationtoonecountry’sculturalenvironmentbyapersonfromanothercountry.ProgressiveLearningModel-peoplegraduallylearnanewcultureastheyincreasinglycomeincontactwithit.ImmigrationandAcculturationIndividualDifferencesConsumerAcculturationAgents1.DemographicVariables2.Language-Spanish/English3.RecencyofArrival4.EthnicIdentity5.EnvironmentalFactorsCultureofOriginFamilyFriendsMediaInstitutionsMovementTranslationAdaptationAssimilationMaintenanceResistanceSegregationConsumerAcculturationOutcomesConsumerAcculturationProcessesCultureofImmigrationFamilyFriendsMediaInstitutionsAsianAmericansAsianAmericansaretheFastestGrowingMinorityGroupintheU.S.CollegeGraduationRateisTwiceThatofWhitesandQuadrupleThatofAfricanAmericansandHispanics.AverageHouseholdIncomeis$2,000GreaterThanWhites,$7,000-$9,000MoreThanAfricanAmericansandHispanics.SegmentingAsianAmericansChineseistheLargest,FollowedbyFilipinoandJapaneseDiverseLanguagesandDialectsIncreasingBirthRate,ButStillRepresentOnly2%ofPopulationSaveMoreofTheirIncome,BorrowLess,ConservativeStatusConscious,BuyPremiumBrandsandHigh-TechProductsReachingtheAsianAmericanConsumerOverlookedComplexDifferencesAmongAsianSubculturesTranslatingAdvertisingMessagesIntoAsianMediaLackofMediaAvailabletoReachAsianAmericansBeenInsensitivetoCulturalPracticesProblemsEncounteredbyAmericanMarketersTheImpactofReligiononConsumptionPersonalityAttitudesTowardSexualityPoliticalAttitudesBirthratesandHouseholdFormationIncomeCharacteristicsofReligiousSubcultures25%ofAmericansMoreChildrenLowerSocioeconomicStatusCollectiveDecisionMakingManyareConservativeCatholicSubcultureProtestantSubculture10%ofAmericansStressIndustriousnessandHardWorkPartofthePowerEliteManyinScience,Education,Government&MilitaryCharacteristicsofReligiousSubcultures33%ofAmericansMostlyWomenandOlderCitizensDemarketingofCertainProductsProtestSexandViolenceConsumptionPatternsUnclearBorn-AgainSubcultureJewishSubculture2%ofA