種族和宗教亞文化群

Chapter14Ethnic,Racial,andReligiousSubculturesCONSUMERBEHAVIORFourthEditionMichaelR.Solomon第一頁，共十九頁。SubculturesandConsumer

IdentityEthnicSubculturesRacialSubculturesReligiousSubculturesDifferentTypesofSubculturesSubculturesareGroupsWhoseMembersShareBeliefsandCommonExperiencesThatSetThemApartFromOthers.第二頁，共十九頁。EthnicityandMarketingStrategiesSubculturesareVeryImportantinShapingPeople’sNeedsandWantsandMembershipisOftenPredictiveofConsumerVariablesSuchAs:Level&TypeofMediaExposureFoodPreferencesWearingDistinctiveApparelPoliticalBehaviorLeisureActivitiesWillingnesstoTryNewProducts第三頁，共十九頁。EthnicandRacialSubculturesEthnicandRacialStereotypesManysubcultureshavepowerfulstereotypesassociatedwiththemwhichcanbepositiveornegative.Theuseofsubtle(andsometimesnotsosubtle)ethnicstereotypesinmoviesillustratesthemedia’sinvolvement.NewEthnicGroupsNewimmigrantsarelikelytobeAsianorHispanicandarebestmarketedtointheirnativelanguage.Theytendtoclustertogethergeographicallywhichmakesthemeasytoreach.第四頁，共十九頁。AfricanAmericanSubcultureAfricanAmericanscompriseasignificantracialsubcultureandaccountfor12%oftheU.S.population.Black/Whiteconsumptiondifferencesthatmarketersshouldbeawareofinclude,AfricanAmericansbuying:only2%oftrucksandvans;25%onmasstransit,10%ofTV’s,radios,andsoundequipment,17%ofallencyclopediasandreferencebooks,28%morethanotherAmericanconsumersonbabyproducts,27%morecookingingredientsthanaverage,morethan50%ofthecognac,19%ofthemarketfortoiletriesandcosmeticsand34%forhaircareproducts,第五頁，共十九頁。AfricanAmericansand

MainstreamMediaWatch10HoursofTVaDayUsuallyonMajorandCableNetworksHeavyReadersofLocalMorningDailyNewspapersHaveNotBeenWellRepresentedinMainstreamAdvertising,ButThisisChangingNowAccountfor25%ofthePeopleDepictedinCommercialsWhichareMoreRaciallyIntegrated第六頁，共十九頁。Black-OrientedMediaDepictBlacksMorePositivelyThanGeneralMediaHaveSpecificRomanceNovelsNewGenerationofMagazinesRetailersareTargetingAfricanAmericansBlackSportsandCelebrityFiguresareIncreasingBlack-OrientedMedia第七頁，共十九頁。TheAllureoftheHispanic

MarketDemographically,twoimportantcharacteristicsoftheHispanicmarketareworthnoting:Itisayoungmarket-themedianageis23.6,whiletheU.S.averageis32.TheaverageHispanicfamilycontains3.5people,comparedtoonly2.7forotherU.S.households.Thereareover19millionHispanicconsumersintheU.S.andanumberoffactorsmakethismarketsegmentextremelyattractive:Largeexpendituresongroceries,Brandloyal,Concentratedgeographicallybynationalorigin,Educationlevelsareincreasingdramatically.第八頁，共十九頁。AppealingtoHispanicSubculturesFamilyDevotionAssertiveRoleModelsMexicanAmericans-FastestGrowingSelf-ExpressionAStrongSenseofPrideIdentityFromCountryofOriginCubanAmericans-WealthiestANeedforStatusCharacteristicsofHispanicConsumers第九頁，共十九頁。UnderstandingHispanicIdentityRoleoftheChurchRoleoftheCatholicchurchisveryimportanttotheaverageHispanicfamily.However,oneinfivenowpracticessomeformofevangelicalProtestantism.RoleoftheFamilyPreferencestospendtimewithfamilyinfluencethestructureofmanyconsumptionactivities.Productappealsthatstressone’sabilitytoprovidewellforthefamilyareimportantinthissubculture.LevelofAcculturationAcculturationreferstotheprocessofmovementandadaptationtoonecountry’sculturalenvironmentbyapersonfromanothercountry.ProgressiveLearningModel-peoplegraduallylearnanewcultureastheyincreasinglycomeincontactwithit.第十頁，共十九頁。ImmigrationandAcculturationIndividualDifferencesConsumerAcculturationAgents1.DemographicVariables2.Language-Spanish/English3.RecencyofArrival4.EthnicIdentity5.EnvironmentalFactorsCultureofOriginFamilyFriends MediaInstitutions

MovementTranslationAdaptationAssimilationMaintenanceResistanceSegregationConsumerAcculturationOutcomesConsumerAcculturationProcessesCultureofImmigrationFamilyFriends MediaInstitutions 第十一頁，共十九頁。AsianAmericansAsianAmericansaretheFastestGrowingMinorityGroupintheU.S.CollegeGraduationRateisTwiceThatofWhitesandQuadrupleThatofAfricanAmericansandHispanics.AverageHouseholdIncomeis$2,000GreaterThanWhites,$7,000-$9,000MoreThanAfricanAmericansandHispanics.第十二頁，共十九頁。SegmentingAsianAmericansChineseistheLargest,FollowedbyFilipinoandJapaneseDiverseLanguagesandDialectsIncreasingBirthRate,ButStillRepresentOnly2%ofPopulationSaveMoreofTheirIncome,BorrowLess,ConservativeStatusConscious,BuyPremiumBrandsandHigh-TechProducts第十三頁，共十九頁。ReachingtheAsianAmerican

Consumer

OverlookedComplexDifferencesAmongAsianSubculturesTranslatingAdvertisingMessagesIntoAsianMediaLackofMediaAvailabletoReachAsianAmericansBeenInsensitivetoCulturalPracticesProblemsEncounteredbyAmericanMarketers第十四頁，共十九頁。TheImpactofReligionon

ConsumptionPersonalityAttitudesTowardSexualityPoliticalAttitudesBirthratesandHouseholdFormationIncome第十五頁，共十九頁。CharacteristicsofReligious

Subcultures25%ofAmericansMoreChildrenLowerSocioeconomicStatusCollectiveDecisionMakingManyareConservative

CatholicSubculture

ProtestantSubculture10%ofAmericansStressIndustriousnessandHardWorkPartofthePowerEliteManyinScience,Education,Government&Military第十六頁，共十九頁。CharacteristicsofReligious

Subcultures33%ofAmericansMostlyWomenandOlderCitizensDemarketingofCertainProductsP