Consumer behavior and marketing strategy 12e hawkins motherbaugh chapter 05

PART ONE Introduction Chapter One Consumer Behavior and Marketing Strategy PART TWO External Influences Chapter Two Cross-Cultural Variations in Consumer Behavior Chapter Three The Changing American Society: Values Chapter Four The Changing American Society: Demographics and Social Stratification Chapter Five The Changing American Society: Subcultures Chapter Six The American Society: Families and Households Chapter Seven Group Influences on Consumer Behavior PART TWO Cases Cases 2–1 through 2–9 PART THREE Internal Influences Chapter Eight Perception Chapter Nine Learning, Memory, and Product Positioning Chapter Ten Motivation, Personality, and Emotion Chapter Eleven Attitudes and Influencing Attitudes Chapter Twelve Self-Concept and Lifestyle PART THREE Cases Cases 3–1 through 3–9 PART FOUR Consumer Decision Process Chapter Thirteen Situational Influences Chapter Fourteen Consumer Decision Process and Problem Recognition Chapter Fifteen Information Search Chapter Sixteen Alternative Evaluation and Selection Chapter Seventeen Outlet Selection and Purchase Chapter Eighteen Postpurchase Processes, Customer Satisfaction, and Customer Commitment PART FOUR Cases Cases 4–1 through 4–7 PART FIVE Organizations as Consumers Chapter Nineteen Organizational Buyer Behavior PART FIVE Cases Cases 5–1 and 5–2 PART SIX Consumer Behavior and Marketing Regulation Chapter Twenty Marketing Regulation and Consumer Behavior PART SIX Cases Cases 6–1 and 6–2 Appendix A Consumer Research Methods Appendix B Consumer Behavior Audit

PART II: EXTERNAL INFLUENCES

Understand subcultures and their influence on unique market

Analyze the Native American, Asian-Indian American, and Arab

American subcultures and the unique marketing aspects they entail Describe the various religious subcultures and their implications for marketing

Explain the role of geographic regions as subcultures

Are All Media Created Equal for Hispanics?

media type in the Hispanic market?

Consumer Behavior In The News…

Are All Media Created Equal for Hispanics?

media type in the Hispanic market?

 Yes – if you said yes you were correct!

 TV: English Only = 18%

 Internet: English Only = 57%

Source: “Media,” Advertising Age, July 25, 2011.

Consumer Behavior In The News…

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A subculture is a segment of a larger culture whose members

share distinguishing values and patterns of behavior.

Identification with a Subculture Produces Unique Market Behaviors

The Nature of Subcultures

Ethnic subcultures are those subcultures whose members’ unique

shared behaviors are based on a common racial, language, or

nationality background

Major Ethnic Subcultures in the US 2010-2030

Ethnic Subcultures

Ethnic Subcultures

The following Video Clip demonstrates

how Mountain Dew reflects the

increased American value of ethnic

diversity in its commercials.

Video Application

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This group represents $910 billion in buying power and is

expected to grow by 25% through 2014

On average, African Americans are younger than the white

population and tend to have less education and lower

household income levels, but differences continue to

decrease as a function of education

Target opportunities exist across a broad range of income

One third of black household incomes >$50,000

African Americans

Segments Identified by Yankelovich

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African Americans

YouTube Spotlight

iPod Commercial featuring Mary J Blige

Which segment does this target?

Although the average Hispanic household income is

relatively low, the purchase power of the Hispanic market is

estimated at $978 billion and is expected to grow by 33% by

2014

Income, education, language, and identification with

Hispanic culture change across generations

Given that roughly 40% of growth in the Hispanic population

is attributable to immigration, the level of acculturation plays

Hispanic Americans

A Closer Look at the Marketing Aspects of this Segment

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Hispanic Americans

A Closer Look at the Marketing Aspects of this Segment

Generational groups also exist which drive differences in

language, national identity, and values

First Generation

Second Generation

Third (+) Generation

Hispanic teens are often bicultural—acculturating by adding

a second culture; not replacing their first culture

Hispanic Americans

This group is also the most diverse group, with numerous

nationalities, languages, and religions

Asian Americans

A Closer Look at the Marketing Aspects of this Segment

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Asian Americans

each with its own language and traditions Many of the

tribes have reservations and quasi-independent

political status.

but this varies widely by tribe The overall buying

power of this group is estimated at $65 billion and is

Native Americans

A Closer Look at the Marketing Aspects of this Segment

In recent years, native Americans have taken increased

pride in their heritage and are less tolerant of inaccurate

stereotypes of either their history or their current status

 Marketers using Native American names or portrayals must

ensure accurate and appropriate use

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Native Americans

As a group, they are well educated, affluent, and fluent in

English; yet most retain cultural ties to their Indian

background

In some ways India is more like Europe than America,

relative to territories and languages, explaining the diversity

among the members of this group.

Asian-Indian Americans

A Closer Look at the Marketing Aspects of this Segment

While diverse in many ways, most Asian-Indian Americans

share many cultural traits, including:

placing a high value on education, particularly their

children’s education, and

husbands playing a dominant role in making many of

the family decisions

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Asian-Indian Americans

This group is somewhat younger then the general

population, better educated, and have a higher than

average income

Since WWII, many Arab immigrants have been business

proprietors, landowners, or influential families fleeing from

political turmoil in their home countries

Arab Americans

A Closer Look at the Marketing Aspects of this Segment

More than 80% of Arab American are U.S citizens, and a

majority being born in the U.S

Most Arab Americans are tired of negative stereotyping

and misrepresentations about their culture

66% of Arab Americans identify themselves as Christians;

24% identify themselves as Muslims

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Arab Americans

America is basically a secular society That is, the

educational system, government, and political process are not

controlled by a religious group, and most people’s daily

behaviors are not guided by strict religious guidelines

However, there are a number of religious subcultures in

America Religion is important and directly influences the

behaviors of many Americans This includes consuming

religiously-themed products and avoiding the consumption of

other products, such as alcohol

Religious Subcultures

Regional subcultures arise as a result of the following:

- climate conditions

- natural environment and resources

- characteristics of the various immigrant groups that

have settled in each region, and

- significant social and political events

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Regional Subcultures

Regional Subcultures