种族和宗教亚文化群.ppt

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 BehaviorLeisure ActivitiesWillingness to Try New Products第三页，共十九页。 Ethnic and Racial SubculturesEthnic and Racial StereotypesMany 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 GroupsNew 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.第四页，共十九页。 African American SubcultureAfrican 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, 第五页，共十九页。 African Americans and Mainstream MediaWatch 10 Hours of TV a Day Usually on Major and Cable NetworksHeavy Readers of Local Morning Daily NewspapersHave Not Been Well Represented in Mainstream Advertising, But This is ChangingNow Account for 25% of the People Depicted in Commercial