种族和宗教亚文化英.pptVIP

Chapter 14 Ethnic, Racial, and Religious Subcultures Subcultures and ConsumerIdentity Ethnicity and Marketing Strategies Ethnic and Racial Subcultures 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. African American Subculture 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, African Americans and Mainstream Media Black-Oriented Media The Allure of the HispanicMarket 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. Appealing to Hispanic Subcultures Understanding Hispanic Identity Role of the Church Role of the Catholic church is very important to the average Hispanic family. However, one in five now practices