CHAPTER FIVE The Changing American Society Subcultures IrwinMc

Identification with a Subculture Produces Unique Market Behaviors 5 -1 Identification with core culture Core culture values and norms Identification with a subculture Subculture values and norms Mass market behaviors Individuals Irwin/Mc. Graw-Hill Unique market behaviors Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights

Ethnic Subcultures in the United States: 1990 -2010 Percent of the Total Population 5

Native-Language Use by Asian-American Nationalities Percent using native language primarily 5 -3 Total Irwin/Mc. Graw-Hill China Taiwan Hong Kong Japan Korea Vietnam Philippines Copyright © 2001 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Regional Consumption Differences 5 -4 Northeast North Central South West Media Cosmopolitan Outdoor Life Vibe Premiere Religious radio “Nick at Nite” 96 97 179 83 54 122 84 131 100 105 109 110 106 89 67 83 143 90 111 88 81 138 63 85 Hobbies/Activities Hunting (with rifle) Tennis Movie attendance Attend high school sports 96 100 107 82 132 78 82 148 92 84 81 93 81 151 145 75 100 = Average consumption or usage. Source: Mediamark Spring 1997 (New York: Mediamark Research Inc. , 1997) Irwin/Mc. Graw-Hill

Regional Consumption Differences 5 -4 (II) Northeast North Central South West Product Use Imported wine Domestic wine Diet cola drinks Regular cola drinks Mouthwash Laptop/notebook 136 118 94 75 111 95 68 129 87 100 72 90 68 95 134 99 75 87 171 82 81 92 161 Restaurants/Shopping Fast-food restaurants Kmart The Gap Eddie Bauer Banana Republic 74 93 162 103 134 110 123 93 123 82 113 91 74 59 75 92 95 93 139 128 100 = Average level of use, purchase, or consumption Source: Mediamark Spring 1997 (New York: Mediamark Research Inc. , 1997) Irwin/Mc. Graw-Hill