SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12 Matakuliah: Perilaku Konsumen Tahun : 2009.

SUB-BUDAYA DAN PERILAKU KONSUMENPertemuan 12

Matakuliah : Perilaku Konsumen Tahun : 2009

Bina Nusantara University 3

Chapter 13

Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition

SCHIFFMAN & KANUK

Subcultures and Consumer Behavior


SubcultureSubculture

A distinct cultural group that exists as an

identifiable segment within a larger, more

complex society.


Figure 13.1 Relationship Between Culture and Subculture

SubculturalTraits

ofEasterners

DominantCulturalTraits of

U.S. Citizens

SubculturalTraits

ofWesterners


Table 13.1 Examples of Major Subcultural Categories

CATEGORIES EXAMPLES

Nationality Jamaican, Vietnamese, French

Religion Mormon, Baptist, Catholic

Geographic region Northeast, Southwest, Midwestern

Race Pacific Islander, Native American, Caucasian

Age Senior citizen, teenager, Xers

Gender Female, Male

Occupation Bus driver, mechanic, engineer

Social class Lower, middle, upper


Issues in Studying Hispanic American Subcultures

• Hispanic Consumer Behavior– Stronger preference for well-established brands– Prefer to shop at smaller stores– Some are shifting food shopping to non-ethnic American-

style supermarkets– Youths are more fashion-conscious

http://www.acnielsen.com/pubs/ci/2000/q3/products/cb.htm


Table 13.2 Traditional Characteristics of the Hispanic American Market

• Prefer well-known or familiar brands• Buy brands perceived to be more prestigious• Are fashion-conscious• Historically prefer to shop at smaller personal stores• Buy brands advertised by their ethnic-group stores• Tend not to be impulse buyers (i.e., are deliberate)• Increasingly clipping and using cents-off coupons• Likely to buy what their parents bought• Prefer fresh to frozen or prepared items• Tend to be negative about marketing practices


Table 13.3 Traditional “Hispanic”Variables

• Spanish Surname• Country of Origin• Country of family

ancestry

• Spanish spoken at home

• Self-identification• Degree of

identification


Figure 13.3 Targeting Hispanic-

American Consumers


Figure 13.4 Hispanic Linguistic Challenge

Bilingual/ preferSpanishBilingual/ nopreferenceBilingual/ preferEnglishSpanish only

English only


Religious Subcultures• 200+ organized religious groups in the U.S.• Primary organized faiths include:

– Protestant denominations– Roman Catholicism– Judaism

• Consumer Behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of religious holidays


Figure 13.5 Ad Containing

Kosher Indicator


Regional Subcultures• Many regional differences exist in consumption

behavior– Westerners have a mug of black coffee– Easterners have a cup of coffee with milk and sugar– White bread is preferred in the South and Midwest– Rye and whole wheat are preferred on the East and

West coasts


Table 13.4 Product Purchase/Usage by Leading Metropolitan Market

PRODUCT PURCHASE/USAGE

HIGHEST PURCHASE/USAGE

LOWEST PURCHASE/ USAGE

Own Rollerblades/in-line skates Detroit DallasNew domestic car Detroit San FranciscoNew imported car Washington, D.C. DetroitHave life insurance Cleveland San FranciscoDrink Scotch whiskey Dallas ClevelandPurchased men’s jeans Cleveland New YorkHave a bowling ball Detroit BostonUse eyeliner Dallas PhiladelphiaUse artificial sweeteners Dallas-Fort Worth San FranciscoUsed cough syrup (past 6 months) Chicago Washington, D.C.Popcorn (past 6 months) Detroit New YorkLottery tickets (past 12 months) Cleveland Washington, D.C.


Major Racial Subcultures

• The African-American Consumer– Largest racial minority in U.S.– Purchasing power estimated at $572 billion

• Asian-American Consumers– Currently about 12 million in size– Estimated at 13 million in 2005– Gain of 54% since 1990


Table 13.8 Comparison of Purchase Patterns

Dress shoes 99 104

Women’s designer jeans 96 118

PRODUCT/ACTIVITYANGLOWHITE

AFRICAN

Purchased men’s jeans 105 69

Have a rifle 112 22

Noncola soft drink 2+ glasses per week 104 69

Regular women’s jeans 103 80

Have a bowling ball 109 40

Baby powder 5+ times in past 7 days 97 129

Hair coloring past 6 months 98 116

Diet-cola soft drink 2+ glasses per week 108 59

Cough syrup 2+ times in past 30 days 92 155

85

117

HISPANIC

104

72

92

100

58

146

126

82

120

Women’s eyeliner 100 95 117


Major Age Subcultures

Generation X Market

Baby Boomer Market

SeniorsMarket

Generation YMarket


Generation Generation YY

Born between 1977 and 1994; also called

echo boomers and millennium generation


3 Subsegments of Gen Y • Gen Y Adults• Gen Y Teens• Gen Y Tweens

http://www.abercrombiekids.com/


Figure 13.6 Gen Y Adult

Appeal


Generation XGeneration X

Born between 1965 and 1979; post baby

boomer segment (also referred to as Xers or

busters).


Baby Baby BoomersBoomers

Individuals born between 1946 and

1964 (approximately 45% of the adult

population).


Baby Boomers• The largest age category alive today• Frequently make important consumer purchase

decisions• Include a small subsegment of trendsetting

consumers (yuppies) who influence consumer tastes of other age segments


Figure 13.7 Appealing to Baby Boomers’ Sense of Self


Figure 13.8 Appealing to

Yuppies


SeniorsSeniors

Generally older consumers. Consist of subcultures, including the 50-plus market and the “elderly consumers”

market.


Three Senior Subsegments• The Young-Old (65-74)• The Old (75-84)• The Old-Old (85 and older)

http://www.aarp.org/


Issues in Understanding Sex as a Subculture

• Sex Roles and Consumer Behavior– Masculine vs. Feminine Traits

• The Working Woman– Segmentation Issues– Shopping Patterns

SUB-BUDAYA DAN PERILAKU KONSUMEN Pertemuan 12 Matakuliah: Perilaku Konsumen Tahun : 2009.

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