14 1 Chapter 14 Ethnic Racial and Religious

14 -1 Chapter 14 Ethnic, Racial, and Religious Subcultures

Subcultures and Consumer Identity Ethnic Subcu ltures Racial Subc ulture s Religi ous Subc ulture s 14 -2 Subcultures are Groups Whose Members Share Beliefs and Common Experiences That Set Them Apart From Others. Different Types of Subcultures

Ethnicity and Marketing Strategies 14 -3 Subcultures are Very Important in Shaping People’s Needs and Wants and Membership is Often Predictive of Consumer Variables Such As: Level & Type of Media Exposure Food Preferences Wearing Distinctive Apparel Political Behavior Leisure Activities Willingness to Try New Products

Ethnic and Racial Subcultures 14 -4 • Ethnic and Racial Stereotypes – Many subcultures have powerful stereotypes associated with them which can be positive or negative. – The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement. • New Ethnic Groups – New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language. – They tend to cluster together geographically which makes them easy to reach.

14 -5 Mixed-Raced Americans • California census figures show that 4. 7 percent of state residents, such as Rani Spudich, identified themselves as multiracial. Spudich, a San Francisco doctor, is Asian Indian and white.

14 -6 Mixed-Raced Americans "Cablinasian" – Blend of Caucasian, Black, Indian, and Asian (Thai) blood.

African American Subculture 14 -7 • African Americans comprise a significant racial subculture and account for 12% of the U. S. population. • Black/ White consumption differences that marketers should be aware of include, African Americans buying: – – – – only 2% of trucks and vans; 25% on mass transit, 10% of TV’s, radios, and sound equipment, 17% of all encyclopedias and reference books, 28% more than other American consumers on baby products, 27% more cooking ingredients than average, more than 50% of the cognac, 19% of the market for toiletries and cosmetics and 34% for hair care products,

Attitudes Among African Americans 14 -8 http: //sfgate. com/cgibin/article. cgi? file=/c/a/2001/11/20/MN 101820. DTL

African Americans and Mainstream Media Watch 10 Hours of TV a Day Usually on Major and Cable Networks Heavy Readers of Local Morning Daily Newspapers Have Not Been Well Represented in Mainstream Advertising, But This is Changing Now Account for 25% of the People Depicted in Commercials Which are More Racially Integrated 14 -9

Black-Oriented Media Depict Blacks More Positively Than General Media Black Sports and Celebrity Figures are Increasing Retailers are Targeting African Americans 14 -10 Black-Oriented Media Have Specific Romance Novels New Generation of Magazines

The Allure of the Hispanic Market 14 -11 • Demographically, two important characteristics of the Hispanic market are worth noting: – It is a young market - the median age is 23. 6, while the U. S. average is 32. – The average Hispanic family contains 3. 5 people, compared to only 2. 7 for other U. S. households. • There are over 19 million Hispanic consumers in the U. S. and a number of factors make this market segment extremely attractive: – – Large expenditures on groceries, Brand loyal, Concentrated geographically by national origin, Education levels are increasing dramatically.

14 -12 Diversity in California

Appealing to Hispanic Subcultures Cuban Americans Wealthiest Mexican Americans Fastest Growing Identity From Country of Origin A Need for Status Characteristics of Hispanic Consumers Assertive Role Models 14 -13 A Strong Sense of Pride Self. Expression Family Devotion

Understanding Hispanic Identity 14 -14 • Role of the Church – Role of the Catholic church is very important to the average Hispanic family. – However, one in five now practices some form of evangelical Protestantism. • Role of the Family – Preferences to spend time with family influence the structure of many consumption activities. – Product appeals that stress one’s ability to provide well for the family are important in this subculture. • Level of Acculturation – Acculturation refers to the process of movement and adaptation to one country’s cultural environment by a person from another country. – Progressive Learning Model - people gradually learn a new culture as they increasingly come in contact with it.

Immigration and Acculturation Individual Differences 1. Demographic Variables Consumer Acculturation Agents Culture of Origin Family 2. Language Spanish/ English 3. Recency of Arrival 4. Ethnic Identity 5. Environmental Factors Consumer Acculturation Processes Outcomes Assimilation Friends Media Institutions Maintenance Movement Translation Adaptation Culture of Immigration Family Friends Media Institutions 14 -15 Resistance Segregation

Asian Americans 14 -16 Asian Americans are the Fastest Growing Minority Group in the U. S. Average Household Income is $2, 000 Greater Than Whites, $7, 000$9, 000 More Than African Americans and Hispanics. College Graduation Rate is Twice That of Whites and Quadruple That of African Americans and Hispanics.

Asian Demographics 14 -17

Segmenting Asian Americans Chinese is the Largest, Followed by Filipino and Japanese Diverse Languages and Dialects Increasing Birth Rate, But Still Represent Only 2% of Population Save More of Their Income, Borrow Less, Conservative Status Conscious, Buy Premium Brands and High-Tech Products 14 -18

Reaching the Asian American Consumer Translating Advertising Messages Into Asian Media Overlooked Complex Differences Among Asian Subcultures Problems Encountered by American Marketers Lack of Media Available to Reach Asian Americans Been Insensitive to Cultural Practices 14 -19

The Impact of Religion on Consumption Personality Attitudes Toward Sexuality Birthrates and Household Formation Income Political Attitudes 14 -20

Characteristics of Religious Subcultures 25 Catholic Subculture % of A M Lo m or w eri er e ca C So C ns oll ci hil ec oe dr tiv co en M e no an De mi yc ci ar si St e on at C M us ak on in se 14 -21 St re 10 Protestantss Subculture % In of du A str m io Pa eri us rt ca ne of ns ss th Many an e in d Po Scien Ha w ce, rd er Educ W Eli ation, or te Gover k nment & Militar

Characteristics of Religious Subcultures M os 33 tly Born-Again % Subculture W of o De A m m en ar eri ke an ca Pr tin d ns ot g Ol C es of de on t Ce r su Se rta Ci m x in tiz pti an Pr en on d od s Pa Vi uc tte ol ts en rn 2 Ex Jewish Subculture % ce of pti A on Hi m all gh eri y So ca St ci ns ro E oe ng m co Fa Inf ph no mi lu as mi ly en is c Si ce on St ze Ed at Re uc us lat ati iv on el 14 -22

Characteristics of Religious Subcultures 34 Muslim Subculture Mi Va lli lu on C Ae Fe Cl on m w os se eri M erv ca ar K ns ati ke Pr nit ve ter ac Fa s tic mi Ta e ly rg is St et Gr ru Th o ct is wi ur Su ng e bc 14 -23