CH5 Flashcards
(36 cards)
What is a subculture?
A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior. These are based on the social history of the group as well as its current situation.
Which factors may influence a subculture’s unique behaviors?
Subcultures are influenced by ethnicity, religion, geographic region, and generations. These can impact consumer behavior, such as food preferences, music tastes, and attitudes toward products.
How do ethnic subcultures influence consumer behavior in the U.S.?
Ethnic subcultures influence behaviors based on shared racial, language, or national backgrounds. For example, Hispanic, African American, and Asian American consumers may have distinct preferences and values that impact their consumption.
How does ethnicity influence consumption behavior?
Ethnicity’s influence on consumption depends on situational factors like the environment and social context. A person may not be influenced by their ethnicity in certain situations (e.g., a work lunch) but may be influenced by it in others (e.g., family dinners).
How has the ethnic composition of the U.S. population changed, and what is the projected trend?
Non-European ethnic groups are projected to make up 48% of the U.S. population by 2040, growing due to higher birth rates and immigration from Latin America, Asia, Europe, and Africa.
What is an important consideration for marketers when targeting ethnic subcultures?
Marketers need to be cautious when making assumptions about subcultures. While ethnic heritage plays a role, consumption behaviors can also be heavily influenced by other factors such as income, lifestyle, and personal preferences.
How does the income and education level of African Americans compare to the general population?
On average, African Americans tend to have lower education levels and household incomes compared to the white population. However, there is significant income diversity within this group, with the top 20% of black households earning over $155,000 annually.
What type of media do African Americans consume more than other groups?
African Americans make greater use of mass media, with higher magazine readership, TV viewing (200 hours per month), and social media engagement compared to the general population.
How does mobile usage among African Americans compare to the general population?
African Americans are more likely than whites to use their mobile devices for texting, social networking, and interacting with brands on social media.
What should marketers keep in mind when marketing to African Americans?
Marketers should avoid stereotypes and tailor their messaging appropriately, recognizing the diversity within the African American community. Adjustments to both products and communication may be needed to resonate with this group.
How should marketing communications be adapted for African American audiences?
Marketing communications should reflect African American culture and values, avoiding a simple replacement of actors. Successful campaigns may use culturally relevant symbols, imagery, and language, like Jaguar’s Harlem-themed campaign.
What percentage of the U.S. population will Hispanics represent by 2040?
By 2040, Hispanics are expected to represent 24% of the U.S. population.
How does acculturation affect the Hispanic market?
Acculturation refers to the degree to which immigrants have adapted to U.S. culture, affecting language use, values, education, and income levels, with first-generation Hispanics having the lowest income and education.
What role does religion play in the Hispanic culture?
The Hispanic culture is heavily influenced by Roman Catholicism, and family is highly valued, with extended family playing a significant role across generations.
How does Hispanic consumer behavior differ in terms of brand loyalty and price sensitivity?
Hispanic consumers tend to be highly brand loyal, especially to brands that cater to their unique cultural needs. While price is important, they often prefer high-quality national brands over store brands.
What are some challenges in marketing to the Hispanic market online?
Online marketers must address the language preference (English or Spanish) and generational differences. While younger, acculturated Hispanics may prefer English, older, less-acculturated Hispanics may prefer Spanish content.
Why are Asian Americans important to marketers?
Asian Americans are highly educated and have the highest income of any group, with substantial purchasing power, estimated at $825 billion and expected to grow by 32% through 2020.
What are the three key consumer segments in the Asian American market?
The three segments are:
Traditionalists – Older, retired, with strong cultural ties.
Established – Older, conservative professionals with higher income and education.
Living for the Moment – Younger, materialistic, bilingual, and impulsive shoppers.
What is a key characteristic of Asian American spending behavior?
Asian Americans are more likely to purchase luxury goods than the general population and are willing to pay more for high-quality, name-brand products.
How can marketers reach Asian American consumers effectively?
Marketers can use specialized media channels, such as in-language TV stations (e.g., KTSF in San Francisco) and direct broadcast satellite options, to reach various Asian American groups.
Why is Internet-based marketing important for reaching Asian Americans?
Asian Americans are highly tech-savvy, with 91% Internet penetration and heavy social media use, making online marketing an increasingly valuable tool.
How many Native American tribes exist, and what is their significance in marketing?
There are about 570 Native American tribes, each with distinct languages and traditions, and marketers can target them through tribal events, media, and community engagement.
What is the buying power of Native Americans, and what cultural trends are marketers responding to?
Native American buying power is estimated at $96 billion and is expected to grow by 28%. There is increasing pride in heritage, leading to sensitivity about accurate cultural portrayals in marketing.
What type of marketing strategies can be effective in reaching Native American consumers?
Sponsorship of tribal events, support for tribal colleges, and long-term involvement in the community can create strong relationships with Native American consumers. For example, Harley Davidson and Pepsi sponsor the Indian Summer Festival.
