Subcultures and consumer behaviour Learning Objectives To understand
Subcultures and consumer behaviour
Learning Objectives • To understand the subcultures within the United States and their relationships to American culture. • To understand the influence of nationality and ethnicity subcultures on consumer behavior. • To understand the impact of religious affiliations on consumer behavior. • To understand the influence of regional characteristics on consumer behavior. • To understand age and generational influences on consumer behavior. • To understand the influence of gender on consumer behavior.
Subculture • A subculture is a group that shares certain beliefs, values, and customs and exists within a larger society. • • A subculture can stem from a person’s ethnicity, religion, geographic location, age, or gender. ethnicity, religion, Subculture geographic location, age, gender.
Sub cuture Counter culture • A distinct cultural group that exists as an identifiable segment within a larger, more complex society. • a culture with values and mores that runcounter to those of established ssociety • A subculture has beliefs, values, and customers that set them apart from the other members of the same society. • In some degrees. Values and norms are compatible with ddominant culture • https: //www. merriamwebster. com/dictionary/co unterculture
Society’s Cultural Profile Two elements: • Unique beliefs, values and customs of specific subcultures • Central or core cultural values and customs shared by most of the population, regardless of subcultural memberships
Discussion Questions • To which subcultures do you belong? • How does it affect your consumer purchases?
• Indonesian people brought with them cultural values and lifestyles that blended into the ”Indonesia”
African American Consumers • Purchasing power of $1 trillion • Young – > 50% less than 35 years old • Prefer leading brands over private-label brands/ brand loyal • Spend more then other segments on hair, clothing and telephone services
Asian American Consumers • Fastest growing racial segment • Diverse group including 6 major ethnicities: – Chinese, Filipino, Indian, Vietnamese, Korean, and Japanese • 95% live in metropolitan areas • Business ownership and educational attainment are high
TV Viewing Habits by Ethnicity
Product Usage by Segment
Indonesian? • Lack of research…
Religion and Consumer Behavior • Islam = Abangan, Ijo expand to : Biru (muhammadiyah) FPI & HTI
Targeting Urban Consumers • New York – Highest purchase/usage of frozen yogurt and catalog/Internet orders • Boston – Highest purchase/usage of frozen pizza • Chicago – Highest purchase/usage of energy drinks and board games • Atlanta – Highest purchase/usage of mouthwash • San Francisco – Highest purchase/usage of massage and highest recycling • Los Angeles – Highest purchase/usage of frozen yogurt
Indonesia?
Age and general influences toward consumer behaviours
https: //www. linkedin. com/pulse/millennialsgeneration-x-boomers-sherrie-stone
Generation Z • Cohort of people born from 1997 to the present day • Also known as Digital Natives or the Homeland Generation • Highly connected • Most are children of Generation X NB : di indonesia gen z = millenials
Gen Z todays : Teens and Tweens Fickle customers and changing lifestyles Teens Tweens • Aged 13 -17 • More independent in their behavior • Alienated by marketers who talk down to them • Surf the Internet, create content • Aged 8 -12 • Share many traits with younger siblings • Families important to tweens in terms of social lives
Generation Y (echo boomers / millenials) • Embrace technology • Confident • Want fast product turnover, personally relevant promotions and interactive marketing platforms
Six Segments of Millenials Anti. Millenials Old-School Millenials Clean and Green Millenials Hipennials Millenial Moms Gadget Gurus
Six segments of millenials. . (1) 1. Hip-ennials: • They believe that they can have an impact on the world and make it better. They are aware of what’s going on globally, give to charity, and search for information regularly. Although they read social media content, they do not produce it. 2. Millennial Moms: • They enjoy traveling, getting in shape, and treating their “children” as they were treated (pampered). • They are confident, very family oriented, and proficient in technology. • They participate in social networks online and are very attached to their peer groups.
Six segments of millenials. . (1) 3. Gadget Gurus: • They are always looking for the next big gadgets, usually from Apple, and will stand in line to get them first. • They are highly egotistical, wired, free spirited, and laid back. They often create content online and tweet continuously. Gadget Gurus are male dominated and single because they live in their own world Clean and Green Millennials: • They take care of themselves and support others. They are driven by social causes, ecological issues, philanthropy, and positive outlooks on life.
Six segments of millenials. . (2) 5. Old-School Millennials: • They did not adopt many of the typical Millennial rituals, like updating their Facebook pages during meals. • They would rather meet people in person than online or through text, and read books instead of blogs. • They are independent and self-directed, whereas most Millennials wants mentors and constant feedback from their managers. 6. Anti-Millennials: • They care mostly about their businesses and their families, in contravention of the Millennial “norms. ” They do not buy green products like most Millennials do. They seek comfort instead of change, whereas most Millennials embrace different activities to make life more interesting.
https: //tirto. id/milenial-tua-versus-milenialmuda-co. EL
Generation X (Xers) • million individuals born between 1965 and 1979 • (Spending power > $1 trillion) • Do not like labels, Cynical; do not like to be singled out/ marketed to • Purchase prestigious and pricey brands • Oppose insincerity
Baby Boomers • born between 1946 and 1964 • Consumption oriented and influential • Want to look and feel young • Yuppies ( the younger segment among the baby boomers) = status brand consumers
Postretirement Segments
Cognitive age vs chronological age • Cognitive age is a person’s perception of how old he or she is. • Marketers realize that people’s perceptions of their ages are more important in determining behavior than their chronological ages. • One study identified several dimensions of cognitive age: 1. Feel Age —how old one feels. 2. Look Age —how old one looks. 3. Do Age —how involved a person is in activities favored by his or her age group cohort. 4. Interest Age —how similar a person’s interests are to those of others in his or her age group.
• Older consumers are not a homogeneous subcultural group. • 1. The young-old – age 65 to 74. • 2. The old – age 75 to 84. • 3. The old-old – age 85 and older. • A study of elderly consumers’ “quality-of-life orientation” identified a distinct group of older persons, which the researchers named the “newage elderly. ” • The new-age elderly are individuals who feel, think, and do according to a cognitive age that is younger than their chronological age. They retire later than other elderly and feel more in control of their lives. They are self -confident in making consumer decisions and view themselves as more knowledgeable and alert consumers. Many are “selectively innovative” and only adopt innovations that truly enhance their lives.
Marketing to Older Consumers • Promotional appeals – Promote the right products – Use the right appeals – Focus on the future – Use emotional appeals • Older people and technology
Discussion Question • How might the three senior segments differ in their consumption of food products? • How might a marketer of a food product market differently to the three subgroups? • How might cognitive age affect the consumption of food products? Explain.
Men vs. Women Men Women • Superior affect and purchase intentions as a result of ads that are comparative, simple and attribute-oriented. • Less loyal to local merchants than female counterparts. • Superior affect and purchase intentions as a result of ads that are verbal, harmonious, complex and category oriented. • Shopping motives – – Uniqueness Assortment seeking Social interaction Browsing
Role of Gender • Consumer products and sex roles • Depictions of women in media and advertising • Working women – Stay-at-home housewives – Plan-to-work housewives – Just-a-job working women – Career-oriented working women
source
- Slides: 42