Ethnic subculture
based on common racial, language, or nationality background
Hispanic values include
social-oriented, strong interest in appearance, fascinated by technology, family/children, region/tradition
Hispanic consumer behavior
well-established brands, smaller stores, some shifting to non-ethnic
African American values
family, religion, racial awareness and ethnic pride
African-American consumer behavior
social occasion, fashion and brand conscious, urban youth wear gold jewelry, prefer african-american celebrities
Asian American Values
Confucianism, value on traditional/extended families, education/collective effort/advancement highly valued, majority of Asian Americans speak native languages at home
Asian consumer behavior
gift giving, saving for bad weather, big investment in education, prefer ethnic language/ethnic symbols in ads, prefer “we” to “I”
Asian Americans: more than translating advertisements into the appropriate languages–
Cultural symbols and meanings relevant to each nationality segment
Acculturation
identification with the dominant culture
Ethnic identification
identification with a subculture
Ethnic Subculture + Marketing: Mistakes
Inadvertently ignoring minority ethnic consumers, ignorance of ethnic values, offending a minority, ineffective communications
Ethnic Subculture + Marketing: Opportunities
ethnic products/services, ethnic models in communication, ethnic media, ethnic culture check, ethnic community bonding