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7 Cards in this Set
- Front
- Back
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subcultures
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distinctive groups of people in a society that share common cultural meanings for effective and cognitive responses, behaviors, and environmental factors. (every consumer belongs to many subcultures)
Members of a subculture possess beliefs, values, customs that distinguish them from other groups in the wider culture |
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The Big Three (American Subcultures)
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African Americans (42.1m in 2013)
Hispanic Americans (42m in 2013) Asian Americans |
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Model of Consumer Acculturation
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Adaptation of immigrant consumers to the consumer environment in host country
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African Americans (& buying power)
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- buying power ranked 12th among western nations.
- has large potential |
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Hispanic Americans
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- 12% of US population
- brand loyal to brands used by family & friends - heavily influenced by Hispanic media - Mexicans (62% of his. pop.) - Cubans (most affluent) |
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Asian Americans
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- most affluent, best educated
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religious subcultures
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Distinctive group defined by sharing same religion
(ex: Christianity --> $3 billion wort of Christian products in US; Jewish Kosher food, Amish culture) |
