CB SESSION 9 Ethnic%2C Racial and Religious subcultures

CB SESSION 9 Ethnic%2C Racial and Religious subcultures -...

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Unformatted text preview: 13-1Ethnic, Racial, and Religious SubculturesCONSUMER BEHAVIOR13-2ObjectivesWhen you finish this lecture, you should understand why:•Additional influences come from our identification with microcultures that reflect a shared interest in some organization or activity.•Our memberships in ethnic, racial, and religious subcultures often play a big role in guiding our consumption behaviors.13-3Objectives (continued)•Many marketing messages appeal to ethnic and racial identity.•African Americans, Hispanic Americans, and Asian Americans are the three most important ethnic/racial subcultures in the United States.•Marketers increasingly use religious and spiritual themes when they talk to consumers.13-4Subcultures, Microcultures, and Consumer Identity•Consumers’ lifestyles are affected by group membership within the society-at-large•Subcultures of age, race/ethnicity, place of residence•Microcultures share a strong identification with an activity or art form•Have own unique set of norms, vocabulary, and product insignias13-5Ethnic and Racial Subcultures•An ethnic subculture is a self-perpetuating group of consumers who share common cultural or genetic ties where both its members and others recognize it as a distinct category. •In countries like Japan, ethnicity is synonymous with the dominant culture because most citizens claim the same cultural ties. 13-6Ethnicity and Marketing Strategies•Subcultural memberships help shape people’s needs/wants•Minorities find an advertising spokesperson...
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.

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CB SESSION 9 Ethnic%2C Racial and Religious subcultures -...

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