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 IdentityConsumers lifestyles are affected by group membership within the society-at-largeSubcultures of age, race/ethnicity, place of residenceMicrocultures share a strong identification with an activity or art formHave own unique set of norms, vocabulary, and product insignias13-5Ethnic and Racial SubculturesAn 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 StrategiesSubcultural memberships help shape peoples needs/wantsMinorities find an advertising spokesperson...
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CB SESSION 9 Ethnic%2C Racial and Religious subcultures -...

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