种族和宗教亚文化群.pptVIP

Chapter 14Ethnic, Racial, andReligious SubculturesCONSUMER BEHAVIORFourth EditionMichael R. Solomon第一页，共十九页。 Subcultures and ConsumerIdentityEthnic SubculturesRacial SubculturesReligious SubculturesDifferent Types of SubculturesSubcultures are Groups Whose Members Share Beliefs and Common Experiences That Set Them Apart From Others.第二页，共十九页。 Ethnicity and Marketing StrategiesSubcultures are Very Important in Shaping People’s Needs and Wants and Membership is Often Predictive of Consumer Variables Such As: Level Type of Media ExposureFood PreferencesWearing Distinctive ApparelPolitical Behavi