behaviour Learning Objectives To understand the subcultures within the United States and their relationships to American culture To understand the influence of nationality and ethnicity subcultures on consumer behavior ID: 585268
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Slide1
Subcultures and consumer behaviourSlide2
Learning Objectives
To understand the subcultures within the United States and their relationships to American culture.
To understand the influence of nationality and ethnicity subcultures on consumer behavior.
To understand the impact of religious affiliations on consumer behavior.
To understand the influence of regional characteristics on consumer behavior.
To understand age and generational influences on consumer behavior.
To understand the influence of gender on consumer behavior.Slide3
Subculture
A subculture is a group that shares certain beliefs, values, and customs and exists within a larger society.
A subculture can stem from a person
’
s ethnicity, religion, geographic location, age, or gender.Slide4Slide5
Sub
cuture
A distinct cultural group that exists as an identifiable segment within a larger, more complex society.
A subculture has beliefs, values, and customers that set them apart from the other members of the same society.
In some degrees. Values and norms are compatible with
ddominant
culture
Counter culture
a culture with values and mores that
runcounter
to those of established
ssociety
https://
www.merriam-webster.com
/dictionary/countercultureSlide6Slide7
Two elements:
Unique beliefs, values and customs of specific subcultures
Central or core cultural values and customs shared by most of the population, regardless of subcultural memberships
Society
’
s Cultural ProfileSlide8Slide9
To which subcultures do you belong?
How does it affect your consumer purchases?
Discussion QuestionsSlide10
Indonesian people brought with them cultural values and lifestyles that blended into the ”Indonesia” Slide11
African American Consumers
Purchasing power of $1 trillion
Young – > 50% less than 35 years old
Prefer leading brands over private-label brands/ brand loyal
Spend more then other segments on hair, clothing and telephone servicesSlide12
Asian American Consumers
Fastest growing racial segment
Diverse group including 6 major ethnicities:
Chinese, Filipino, Indian, Vietnamese, Korean, and Japanese
95% live in metropolitan areas
Business ownership and educational attainment are highSlide13
TV Viewing Habits by EthnicitySlide14
Product Usage by SegmentSlide15
Indonesian?
Lack of research… Slide16
Islam =
Abangan
,
Ijo
expand to :
Biru
(
muhammadiyah
)
FPI & HTI
Religion and Consumer BehaviorSlide17
New York – Highest purchase/usage of frozen yogurt and catalog/Internet orders
Boston – Highest purchase/usage of frozen pizza
Chicago – Highest purchase/usage of energy drinks and board games
Atlanta – Highest purchase/usage of mouthwash
San Francisco – Highest purchase/usage of massage and highest recycling
Los Angeles – Highest purchase/usage of frozen yogurt
Targeting Urban ConsumersSlide18
Indonesia? Slide19
Age and general influences toward consumer behaviours
Slide20
https
://
www.linkedin.com
/
pulse
/millennials
-
generation
-x-
boomers
-
sherrie-stoneSlide21
Cohort of people born from 1997 to the present day
Also
known as Digital Natives or the Homeland Generation
Highly connected
Most are children of Generation X
Generation Z
NB :
di
indonesia
gen z =
millenials
Slide22
Teens
Aged 13-17
More independent in their behavior
Alienated by marketers who talk down to them
Surf the Internet, create content
Tweens
Aged 8-12
Share many traits with younger siblings
Families important to tweens in terms of social lives
Gen Z todays :
Teens
and Tweens
Fickle
customers and changing lifestylesSlide23
Embrace technology
Confident
Want fast product turnover, personally relevant promotions and interactive marketing platforms
Generation
Y
(echo boomers /
millenials
)Slide24
Six Segments of MillenialsSlide25
Six segments of millenials..(1)Slide26Slide27
Six segments of millenials..(1)Slide28
Six segments of millenials..(2)Slide29Slide30Slide31
https
://
tirto.id
/
milenial
-tua-versus-milenial
-
muda-coELSlide32
million individuals born between 1965 and 1979
(Spending power > $1 trillion)
Do not like labels, Cynical; do not like to be singled out/ marketed to
Purchase prestigious and pricey brands
Oppose insincerity
Generation X (Xers)Slide33
born between 1946 and 1964
Consumption oriented and influential
Want to look and feel young
Yuppies (
the younger segment among the baby boomers)
= status brand consumers
Baby BoomersSlide34
Postretirement SegmentsSlide35
Cognitive age vs
chronological
age
Cognitive age
is a person’
s perception of how old he or she is.
Marketers realize that people
’
s perceptions of their ages are more important in determining behavior than their chronological ages.
One study identified several dimensions of cognitive age:
Feel Age
—how old one feels.
Look
Age
—how old one looks.
Do Age
—how involved a person is in activities favored by his or her age group cohort.
Interest Age
—how similar a person
’
s interests are to those of others in his or her age group. Slide36
Older consumers are not a homogeneous subcultural group.
1.
The
young-old
– age 65 to 74.
2. The old
– age 75 to 84.
3.
The
old-old
– age 85 and older.
A study of elderly consumers
’
“quality-of-life orientation
”
identified a distinct group of older persons, which the researchers named the
“
new-age elderly.
”
The new-age elderly are individuals who feel, think, and do according to a cognitive age that is younger than their chronological age. They retire later than other elderly and feel more in control of their lives. They are self-confident in making consumer decisions and view themselves as more knowledgeable and alert consumers. Many are
“
selectively innovative
”
and only adopt innovations that truly enhance their lives. Slide37
Promotional appeals
Promote the right products
Use the right appeals
Focus on the future
Use emotional appeals
Older people and technology
Marketing to Older ConsumersSlide38
Discussion Question
How might the three senior segments differ in their consumption of food products?
How might a marketer of a food product market differently to the three subgroups?
How might cognitive age affect the consumption of food products? Explain.Slide39
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
Uniqueness
Assortment seeking
Social interaction
Browsing
Men vs. WomenSlide40
Consumer products and sex rolesDepictions of women in media and advertising
Working women
Stay-at-home housewives
Plan-to-work housewives
Just-a-job working women
Career-oriented working women
Role of GenderSlide41Slide42
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