CH005 - Subcultures - F09

CH005 - Subcultures - F09 - CHAPTER CHAPTER 5 5 THE...

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Unformatted text preview: CHAPTER CHAPTER 5 5 THE CHANGING THE CHANGING AMERICAN AMERICAN SOCIETY: SOCIETY: SUBCULTURES SUBCULTURES 5-1 The Nature of Subcultures The Nature of Subcultures A subculture subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior. Identification with a Subculture Produces Unique Market Behaviors Identification with a Subculture Produces Unique Market Behaviors 5-2 Ethnic Subcultures Ethnic Subcultures African Americans African Americans Hispanics Hispanics Asian Americans Asian Americans Native Americans Native Americans Asian-Indian Americans Asian-Indian Americans Arab Americans Arab Americans 5-3 Ethnic Subcultures Ethnic Subcultures Ethnic subcultures Ethnic subcultures are those subcultures whose members unique shared behaviors are based on a common racial, language, or nationality background. Major Ethnic Subcultures in the US 2010-2030 Major Ethnic Subcultures in the US 2010-2030 5-4 Ethnic Subcultures Ethnic Subcultures Ethnic Subcultures and Consumption 5-5 African Americans African Americans Demographics Buying Power Buying Power This group represents $799 billion in buying power and is expected to grow by more than 30% over the next five years. On average, African Americans are younger than the white population and tend to have less education and lower household income levels, but differences continue to decrease as a function of education. However, stereotyping this segment as being of lower income would not be accurate. Almost 1/3 of black household incomes >$50,000. 5-6 African Americans African Americans A Closer Look at the Marketing Aspects of this Segment Consumer Groups Consumer Groups Market Leaders Market Leaders tend to set trends. They have the incomes and want to have the latest and greatest. They see brands as communicating their unique identity, are less price sensitive, and more brand loyal....
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CH005 - Subcultures - F09 - CHAPTER CHAPTER 5 5 THE...

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