Ch 10 Notes Flashcards
10-1 Microculture and Consumer Behavior
-Can be distinct from the larger group or overall culture
-Term subculture is often used to capture much of the same idea
-Group is smaller, but in no way less significant in terms of the potential influence on consumer behavior
-Similar to the group influence topic, microcultures are based on specific variables
Microculture
10-1 Microculture and Consumer Behavior
-Explains the habits and idiosyncracies of all groups and consumers
-Each consumer belongs to many cultural groups – they move in an out of microcultures
-Culture is hierarchal: A consumer belongs to one large, overall culture and then to many microcultures existing and interlinking within the overall culture
Culture is Hierarchal
Exhibit 10.1 The Hierarchical Nature of Culture and Microculture
**National Culture: Regional, Ethnic, Social
*Regional Culture: State, Neighborhood
State Culture: Urban
*Social Culture: University, Sex-Role, Age and Generational, Consumer
University Culture: Grade (Class), Greek
Consumer Culture: Brand, Virtual
Hierarchial Nature of Culture and Microculture
10-2 Major United States Multiculture
-Lifestyles and culture vary as you travel around the U.S
-Nine Nations of North America
-Borderland region, not part of original nine, recieves significant attention
Regional Multiculture
10-2 Major United States Multiculture
Nine Nations of North America
The Empty Quarter: West Canada
Ecotopia: Oregon
Breadbasket: Texas
MexAmerica: Mexico
Quebec: East Canada
New England: Maine
The Foundry: New York
The Islands: Cuba
-Priorities among consumers vary regionally
-Brand and food preferences, choice of favorite beverages, favorite sports, and even the names of things that vary by region
10-2 Major United States Multiculture
-Microculture membership changes the value of things
Ex: Soccer fans
-Many American consumers find watching it dull, low-value activity
-Number one spectator sport in other parts of the world
-Cultural groups even arise within sports fans; extreme fans may become hooligans
Microcultural roles and values
10-2 Major United States Multiculture
-In Western Culture, responsibilties such as child care and household cleaning are unevenly spread among cultures
-Marketers need to do research to identify sex roles or they run the risk of targeting the wrong family member with marketing communications
Sex Roles and Microculture
10-2 Major United States Multiculture
-Marketing is directed towards either a male or female market segment
-Media are often distinguished easily based on the proportion of male and female customers
**Cognitive Structuring
-Men tend to be more heuristic and intuitive in their processing
-Women tend to process information in a more piecemal fashion
Male and Female Segments
10-2 Major United States Multiculture
Teens around the world might find value in many of the same types of music and clothing, but the cultural values of their home nation remain relatively distinct from nation to nation, concerning personal products
World Teen Culture
10-2 Major United States Multiculture
Refers to American consumers who were young adults during World War II, born prior to 1928
Lives and values shaped by World War II and post war experiences
Thriftier and price concious
Greatest Generation
10-2 Major United States Multiculture
Born between 1928 and 1945
Major Events: Great Depression and World War II
Frugal and follow largely utilitarian motivations
Silent Generation
10-2 Major United States Multiculture
Born between 1946 and 1964
Many came of age during the very turbulent 1960s
Have a huge amount of spending power relative to other generations
Baby Boomers
10-2 Major United States Multiculture
Born between 1965 and 1980
Long thought to be a group that was marked by alienation and cynicism
Focus strongly on the family and traditional family values
Gen X
10-2 Major United States Multiculture
Born between 1981and 1995; represent the largest corhort in the U.S
Tend to embrace technology, use as a means to build community and relationships
Tend to be realtively impulsive and optimistic
Millenials
10-2 Major United States Multiculture
Born between 1995 and 2010
Will be the most educated, diverse, and mobile group to date
Will be first truly global generation due to racial and cultural diversity, increased population mobility and migration, and comfort with mobile technologies
Gen Z
10-2 Major United States Multiculture
Represents one of the key institutions that shapes consumer culture, and it provides a basis for microcultures within national or regional cultures
Affects all manner of everyday life, including material acquisitions, consumption of food and alchoholic beverages, and types of clothing worn
Various religions have rules and customs about public displays of the body
Religious Microculture
10-2 Major United States Multiculture
Melting pot analogy tries to make the point that America is a land filled with people from a wide range of ethnic backgrounds who all blend together in a single American culture
Consumption in the U.S remains tied to ethnicity to varying extents
Ethnic Microculture
Exhibit 10.6 Major Ethnic Groups in the United States
Major Ethnic Groups in the U.S
- White
- Hispanic
- Black
- Asian
- Mixed
- Other
10-2 Major United States Microcultures
Largest ethnic group (aside from whites); about 1 in 5 people in the United States
The group is not homogeneous; Hispanic consumers vary from one another based on personal preferences, degree of acculturation, ancestral country, and other demographic characteristics
Bicultural consumers begin to express lower ethnocentrism than their counterparts in the native country and thus are more open to products from their new country.
Hispanic market is the fastest growing market segment in the United States.
Hispanic Culture
10-2 Major United States Microcultures
Represents about 13% of the total U.S. market
Factors such as social class may have more influence in a situation than ethnicity.
One of the most important trends among African-American consumers is their growing affluence.
African-American Culture
10-2 Major United States Microcultures
Represents just over 5% of the U.S. population
The Asian‑American culture is highly educated and highly affluent.
Asian Americans are concentrated in large numbers in a few areas.
Asian Culture
10-2 Major United States Microcultures
Social class tends to be a better predictor of purchases that involve value and lifestyles, as well as symbolic and highly visible products.
Income tends to be a better predictor of what consumers buy than of their social class.
Income and Social Class Microculture
10-2 Major United States Microcultures
Six Major Social Classes in U.S
- Upper-Class
- Lower Upper Class
- Upper Middle Class
- Lower Middle Class
- Upper Lower Class
- Lower Lower Class
10-2 Major United States Microcultures
Some consumers strive to move up the social ladder; some do not.
Some consumers are born into a social class (ascribed status), whereas others work their way into a class (achieved status).
Class strongly influences lifestyles, opinions, attitudes, and behaviors.
Social Class in U.S
10-2 Major United States Microcultures
Disparity exists between the upper and lower classes found in the United States, but social stratification is not so large in the United States as in other parts of the world.
Social Stratification
10-2 Major United States Microcultures
China exhibits a wide range of social stratification.
Japan has witnessed a gradual widening of the gap between have and have nots and a generally shrinking middle class.
India has a growing middle class, estimated at over 500 million.
Social Class Worldwide
10-2 Major United States Microcultures
Microcultures can grow around any number of phenomena (sports, music, gaming).
The hip-hop microculture is one such group.
The “Gothic” (or “goth”) microculture represents another prevalent microculture in the United States.
The “emo” subculture has been considered an emotional evolution of hardcore punk rock, alternative, or underground music.
The more easily microcultures can be reached, the better marketers can connect with them through value-added communications and products.
Street Microculture
10-3 Microculture Is Not Uniquely American
Diversity has always been a reality, but with continued immigration of people across borders, many countries in Europe and elsewhere are developing more microcultures.
Microcultures Around the World
10-3 Microculture Is Not Uniquely American
Many street microcultures, including music, sports, and fashion, exist around the world.
Social media facilitates the spread of street culture from one region to another leading to opportunity for all manner of marketers.
Street Microcultures Worldwide
10-4 Demographic Analysis
Demographics is an important concept for marketers and consumer researchers alike.
Demographic variables are closely related to microculture.
Demographic information becomes even more valuable when it is combined with geodemographic information because members of microcultures often live in close proximity to one another.
Demographic analyses provide the basis of a demographic segmentation strategy.
Demographic Analysis
10-4 Demographic Analysis
The United States Census Bureau’s website (www.census.gov) is an important source for performing a demographic analysis.
**Data include:
-A real-time estimate of the country’s population
-Details about people and households
-Actual counts from the most recent census
-Statistics on a region of interest
**Internationally, the CIA World Factbook provides a good source of data for analyzing market segments.
United States Census Data
10-5 Major Cultural and Demographic Trends
Four notable trends that are relevant to consumer researchers and managers
1.Declining birthrates
2.Increasing consumer affluence
3.Increasing life expectancy
4.Increasing cultural diversity worldwide
10-5 Major Cultural and Demographic Trends
Two of the biggest trends in Western countries include increasing life expectancies and declining birthrates.
In many European countries, the birthrate has dropped to less than two per woman; a birthrate of 2.1 per female is considered the amount necessary to sustain a population.
Declining Birthrates
10-5 Major Cultural and Demographic Trends
Over one billion consumers worldwide live in severe poverty.
Success can be found in the marketplace for products that provide these consumers economical ways to address basic needs for sustenance, safety, and esteem.
Agricultural products offer entrepreneurial opportunities.
Success at the Bottom
10-5 Major Cultural and Demographic Trends
Life expectancy is increasing in many, but not all, countries.
If we consider life expectancy as a proxy for standard of living, we can see that as the birthrate declines, the standard of living increases.
The countries with the highest birthrates in the world are among the poorest.
In developed countries, more wealth is spread over fewer consumers.
The baby boomer segment is expected to affect business practices for many years to come as boomers tend to have relatively high incomes and spending power.
Increasing Life Expectancy and The Aging Consumer
10-5 Major Cultural and Demographic Trends
The combination of working couples and lower birthrates has led to greater levels of consumer affluence.
Many consumer segments have become targets for products once considered to be luxuries.
Consumers have generally become less price-sensitive in many categories.
The rise of the middle class in both China and India is evidence of growing consumer affluence worldwide.
Increasing Consumer Influence
10-5 Major Cultural and Demographic Trends
Cultures become more diverse through immigration and the growth of microcultures.
There are numerous trends:
In European countries, Islam is rapidly growing in popularity.
In the United States, ethnic microcultures continue to become increasingly diverse due to both legal and illegal immigration.
The United Kingdom is experiencing a general increase in immigration, with many immigrants arriving from the European Union.
The continued expansion of the world teen culture market is expected as many Western brands continue to succeed with foreign expansion.
Increasing Cultural Diversity
