Chapter 12 - Subcultures Flashcards
What is a subculture?
A group that shares certain beliefs, values, and customs stemming from ethnicity, religion, geographic location, age or gender, while also being part of a larger society.
What does a society’s cultural profile include?
two elements
1) unique beliefs, values and customs of specific subcultures
2) the core cultural values and customs that are shared by most of the population
What are the primary subcultures?
Nationality and Ethnicity (Hispanic, Chinese, American)
Region (Jewish, Christian)
Geography (Southern, Urban)
Generations (Millennials, Baby Boomers)
Gender and Sexual Orientation (LGBTQ+, Transgender)
What are three ethnic subcultures we discussed? What characteristics have we identified from those groups?
- Latino (Hispanic) consumers - loyal to name brands and smaller stores
- African American consumers - prefer leading brands over private label brands/being brand loyal
- Asian American consumers - business ownership and educational attainment are high
What is religious affiliation?
A subculture that is based on identification with a religious or faith based group
What are some examples of religion and consumer behaviour?
Jewish consumer - have dietary laws
Muslim consumer - halal
Religion can effect the foods groups buy, surrounding celebrations etc.
What are geographic subcultures?
A subculture that is based on geographic locations and differences in consumer behaviour based on lifestyle differences because of living in that location
What should we know about Generation Z?
They are known as digital narratives or the homeland generation
- highly connected
- most are children of generation X
- In US most diverse generation
- expected to learn less form their parents
What should we know about teens and tweens?
changing lifestyles
Teens - develop characteristics and behaviours of adulthood; brand skeptical
Tweens share many traits with younger siblings; brand loyal
Technology at the center of both groups’ lives
They buy from social media, prefer Snapchat and Facebook
What should we know about millennials?
They embrace technology, are confident, want fast product turnover, personally relevant promotions and interactive marketing platforms
What should we know about Generation X?
They have spending power > $1 trillion
cynical they do not like to be singled out/marketed to
do not like labels
purchase prestigious and pricey brands
oppose insincerity
What should we know about baby boomers?
> 40% of the US population
consumption oriented and influencial
65-75% of disposable income in the US
want to look and feel young
yuppies=status brand consumers
What are the four retirement segments? What are the marketing opportunities that come along with those?
Unrewarded - people who retire after unrewarding careers, look to pursue activities they didn’t do while working. Opportunity to market advice/training around new discoveries, activities, and adjusting to this new life
Mixed Feelings - retiring after satisfying career. Opportunity to market travel and educational hobbies.
Resentful forced to retire. Opportunity to counsel the pros and cons of various retirement options.
Slowing down people see retirement as the beginning of old age and time to slow down. Opportunity to market to them how to adjust and leisure activities.
What are some ways we can describe age in older consumers?
Cognitive age - a persons perception of how old he or she is
- Feel age - how old you feel
- Look age - how you look
- Do age - activities
- Interest age - how similar interests are to those in their age group
How do we market differently to men than women?
Men
- superior affect and purchase intentions as a result of ads that are comparative, simple and attribute oriented.
-less loyal to local merchants than female counterparts
Women
- superior affect and purchase intentions as a result of ads that are verbal, harmonious, complex and category oriented
- shopping motives include: uniqueness, assortment seeking, social interaction, browsing
