Subcultures
PERILAKU
KONSUMEN
WEEK 14
SEM GENAP 21/22
Chapter Objectives
When you finish this chapter, you should understand
why:
1.Consumer identity derives from “we” as well as “I.”
2.Our memberships in ethnic, racial, and religious
subcultures often guide our consumption choices.
3.Marketers increasingly use religious and spiritual
themes to talk to consumers.
4.Our traditional notions about families are outdated.
5.Birds of a feather flock together in place-based
subcultures.
1. CONSUMER IDENTITY
DERIVES FROM “WE” AS
WELL AS “I.”
Subcultures, Microcultures,
and Consumer Identity
A subculture is a group whose members share
beliefs and common experiences that set them
apart from others.
•Consumers belong to subcultures of age,
race/ethnicity, and place of residence
Microcultures share a strong identification with
an activity or art form
•Have own unique set of norms, vocabulary,
and product insignias
Ethnic and Racial Subcultures
An ethnic subculture is a self-perpetuating group of
consumers who share common cultural or genetic ties where
both its members and others recognize it as a distinct
category.
In countries like Japan, ethnicity is synonymous with the dominant
culture because most citizens claim the same cultural ties.
• Video: School Lunch in Japan - It's Not Just About Eating!.
• Video: Death By Overwork in Japan- Karoshi & Japanese Salarymen
2. OUR MEMBERSHIPS IN
ETHNIC, RACIAL, AND
RELIGIOUS SUBCULTURES
OFTEN GUIDE OUR
CONSUMPTION CHOICES.
Subcultural Stereotypes
• Subcultural memberships help shape
people’s needs/wants
• Minorities find an advertising spokesperson
from their own group more trustworthy
• Ethnic subculture affects level/type of media
exposure, food/apparel preferences, political
behavior, leisure activities, willingness to try
new products
• Video: JAPAN - Where tradition meets the f
uture
What is Acculturation?
• Acculturation is the process of movement and
adaptation to one country’s cultural
environment by a person from another
country.
• Acculturation occurs, at least in part, with the
influence of acculturation agents
• Family
• Friends
• Organizations
• Media
Figure: A Model of
Consumer Acculturation
Disney Pixar’s COCO is an acculturation of
Mexican celebration of the dead
African Americans
• Overall spending patterns of blacks
and whites are roughly similar
• Household income and educational
levels rising for African Americans
• Many marketers recognize the huge
impact of this racial subculture and
work hard to identify products and
services that will appeal to these
consumers children tend to
gravitate toward toys and characters
that look like them
Hispanic Americans
• “Hispanic” = many different backgrounds
• Hispanics are:
• Brand loyal
• Highly concentrated geographically by
country of origin (easy to reach)
Distinguishing Characteristics of the
Hispanic Market
• Looking for spirituality, stronger family ties,
and more color in their lives
• Large family size of Hispanic market
• Spend more on groceries
• Shopping is a family affair
• Regard clothing children well as matter of
pride
• Convenience/saving time is not important
to Hispanic homemaker
Macy’s launched a colorful new line of
clothing and accessories with Mexican pop
star Thalía Sodi.
Amazon launched a Spanish-language Kmart sells a celebrity line for
version of Amazon.com Hispanic women called Sofia by
Sofia Vergara
Asian Americans
• Fastest-growing group
• Most affluent, best educated
• Most likely to hold technology-related jobs
• Most brand-conscious but least brand loyal
• Made up of culturally diverse subgroups that
speak many different languages/dialects
3. MARKETERS
INCREASINGLY USE
RELIGIOUS AND SPIRITUAL
THEMES TO TALK TO
CONSUMERS.
Religious Subcultures
• Religious themes can spill over into everyday
consumption
• “Cult products”
• Marketing opportunity among religious subcultures
due to dress and food requirements
• Explosion of religion and spirituality in popular culture:
o Including the box office success of Mel Gibson’s
movie The Passion of the Christ, the book The Da
Vinci Code
o In Indonesia: Ayat-ayat Cinta, Perempuan Berkalung
Sorban
The Muslim subculture represents an attractive market for many retailers.
Source: Iain Masterton/Alamy Stock Photo.
4. OUR TRADITIONAL
NOTIONS ABOUT FAMILIES
ARE OUTDATED.
Family Structure
• Family size depends on such factors as
educational level, the availability of birth
control, and religion.
• The extended family used to be the most
common family unit. It consists of three
generations who live together, and it often
includes grandparents, aunts, uncles, and
cousins.
• The nuclear family—a mother, a father, and
one or more children
Family unit:
•Voluntarily childless: Childless couples
•Cohabitate: live together without being married
•Boomerang kids: Children which more likely to live at home after graduating from
college rather than taking their own places
•Sandwich Generation: Adults who take care for their own parents as well as for
their children.
•
Age Cohort
• A consumer’s age exerts a significant
influence on his/her identity
• Age cohort consists of people of similar ages
who have similar experiences.
o Marketers target specific age cohorts
oFeelings of nostalgia
o Our possessions let us identify with others
of a certain age/life stage
Generational Categories
• The Interbellum Generation: People born at the beginning of
the 20th century.
• The Silent Generation: People born between the two World
Wars.
• The War Baby Generation: People born during World War II.
• The Baby Boom Generation: People born between 1946 and
1964.
• Generation X: People born between 1965 and 1985.
• Generation Y: People born between 1986 and 2002.
• Generation Z: People born 2003 and later.
5. BIRDS OF A FEATHER
FLOCK TOGETHER IN PLACE-
BASED SUBCULTURES.
Place-Based Subcultures
• Geodemography refers to analytical techniques that com-
bine data on consumer expenditures and other
socioeconomic factors with geographic information about
the areas in which people live to identify consumers who
share common consumption patterns.
• Researchers base this approach on the common assumption
that “birds of a feather flock together”—people who have
similar needs and tastes also tend to live near one another
• A marketer who wants to reach white, single consumers who
are college educated and tend to be fiscally conservative
may find that it is more efficient to mail catalogs to zip codes
20770 (Greenbelt, MD) and 90277 (Redondo Beach, CA)
REVIEW
KERJAKAN di LMS:
•QUIZ 13
•ASSIGNMENT 5
THANK YOU…
