种族和宗教亚文化(英文)

Asian Americans
Asian Americans are the Fastest Growing Minority Group in the U.S.
14-12
Average Household Income is $2,000 Greater Than Whites, $7,000-$9,000 More Than African Americans and Hispanics.
– – – – – – –
14-5
only 2% of trucks and vans; 25% on mass transit, 10% of TV’s, radios, and sound equipment, 17% of all encyclopedias and reference books, 28% more than other American consumers on baby products, 27% more cooking ingredients than average, more than 50% of the cognac, 19% of the market for toiletries and cosmetics and 34% for hair care products,
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14-1
CONSUMER BEHAVIOR
Fourth Edition Michael R. Solomon
Chapter 14
Ethnic, Racial, and Religious Subcultures
Copyright 1999 Prentice Hall
Copyright 1999 Prentice Hall
Appealing to Hispanic Subcultures
Cuban Americans Wealthiest Mexican Americans Fastest Growing Identity From Country of Origin A Need for Status A Strong Sense of Pride
The Allure of the Hispanic Market
14-8
• Demographically, two important characteristics of the Hispanic market are worth noting:
– It is a young market - the median age is 23.6, while the U.S. average is 32. – The average Hispanic family contains 3.5 people, compared to only 2.7 for other U.S. households.
College Graduation Rate is Twice That of Whites and Quadruple That of African Americans and Hispanics.
Copyright 1999 Prentice Hall
Segmenting Asian Americans
14-11
Consumer Acculturation Agents
Culture of Origin
Family Friends Media Institutions
Consumer Consumer Acculturation Acculturation Processes Outcomes
Assimilation
14-9
Characteristics of Hispanic Consumers
SelfExpression
Assertive Role Models
Copyright 1999 Prentice Hall
Family Devotion
Understanding Hispanic Identity
14-7
Retailers are Targeting African Americans
Black-Oriented Media
ቤተ መጻሕፍቲ ባይዱ
New Generation of Magazines
Have Specific Romance Novels
Copyright 1999 Prentice Hall
• Role of the Church
14-10
– Role of the Catholic church is very important to the average Hispanic family. – However, one in five now practices some form of evangelical Protestantism.
Subcultures and Consumer Identity
Ethnic Subcultures
14-2
Subcultures are Groups Whose Members Share Beliefs and Common Experiences That Set Them Apart From Others.
Copyright 1999 Prentice Hall
14-6
Black-Oriented Media
Black Sports and Celebrity Figures are Increasing Depict Blacks More Positively Than General Media
• Level of Acculturation
– Acculturation refers to the process of movement and adaptation to one country’s cultural environment by a person from another country. – Progressive Learning Model - people gradually learn a new culture as they increasingly come in contact with it.
• There are over 19 million Hispanic consumers in the U.S. and a number of factors make this market segment extremely attractive:
– – – – Large expenditures on groceries, Brand loyal, Concentrated geographically by national origin, Education levels are increasing dramatically.
Different Types of Subcultures
Racial Subcultures
Religious Subcultures
Copyright 1999 Prentice Hall
Ethnicity and Marketing Strategies
14-3
Subcultures are Very Important in Shaping People’s Needs and Wants and Membership is Often Predictive of Consumer Variables Such As:
Copyright 1999 Prentice Hall
African Americans and Mainstream Media
Watch 10 Hours of TV a Day Usually on Major and Cable Networks Heavy Readers of Local Morning Daily Newspapers Have Not Been Well Represented in Mainstream Advertising, But This is Changing Now Account for 25% of the People Depicted in Commercials Which are More Racially Integrated
Copyright 1999 Prentice Hall
African American Subculture
• African Americans comprise a significant racial subculture and account for 12% of the U.S. population. • Black/ White consumption differences that marketers should be aware of include, African Americans buying:
• Role of the Family
– Preferences to spend time with family influence the structure of many consumption activities. – Product appeals that stress one’s ability to provide well for the family are important in this subculture.
Level & Type of Media Exposure Food Preferences Wearing Distinctive Apparel Political Behavior
Leisure Activities
Willingness to Try New Products
Copyright 1999 Prentice Hall
Chinese is the Largest, Followed by Filipino and Japanese
• New Ethnic Groups
– New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language. – They tend to cluster together geographically which makes them easy to reach.
Copyright 1999 Prentice Hall
Immigration and Acculturation
Individual Differences
1. Demographic Variables 2. Language Spanish/ English 3. Recency of Arrival Culture of Immigration
Maintenance
Movement Translation Adaptation Resistance Segregation
4. Ethnic Identity
5. Environmental Factors
Family Friends Media Institutions
Copyright 1999 Prentice Hall
Ethnic and Racial Subcultures
• Ethnic and Racial Stereotypes
14-4
– Many subcultures have powerful stereotypes associated with them which can be positive or negative. – The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement.