14_Ethnic_Racial_and_Religious_Subcultures_S1

14_Ethnic_Racial_and_Religious_Subcultures_S1 - Chapter 13...

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Chapter 13 Ethnic, Racial and Religious Subcultures
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Subcultures, 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 insignias 2
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Ethnic and Racial Subcultures Ethnic subculture Homogeneous vs. heterogeneous cultural societies Marketers cannot ignore the diversity of cultures in society today Ethnic minorities spend more than $600 billion a year on products CREST KIDS 3
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Ethnicity and Marketing Strategies Subcultural memberships are frequently paramount in shaping people’s needs and wants Research indicates that minorities find an advertising spokesperson from their own group more trustworthy Level/type of media exposure, food/apparel preferences, political behavior, leisure activities, willingness to try new products are all affected by ethnic subcultures High-context culture (symbols & gestures) vs. low- context culture (literal) 4
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Is Ethnicity a Moving Target? Defining/targeting an ethnic group is not always so easy (“melting pot” society) Many identify with two or more races Tiger Woods, Keanu Reeves, Mariah Carey De-ethnicization Bagels 5
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The “Big Three” American Subcultures African Americans, Hispanic Americans, and Asian Americans Hispanic population is now the largest ethnic subculture (12.5%) Asian Americans (3.6%) are the fastest-growing racial group (due to immigration) The dominant American culture exerts pressure on
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This document was uploaded on 11/04/2011 for the course MKGT 633 at S.F. State.

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14_Ethnic_Racial_and_Religious_Subcultures_S1 - Chapter 13...

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