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CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

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Page 1: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

CHAPTER FIVE

The Changing American Society: Subcultures

The Changing American Society: Subcultures

McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

2

CHAPTER 5

Nature of Subcultures

A segment of a larger culture whose members share distinguishing patterns of behavior.

Page 3: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

3

CHAPTER 5

Identification Produces Unique Market Behaviors

Page 4: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

4

CHAPTER 5

Types of Subcultures

Types of Subcultures:• Ethnic• Religious• Regional

Commonalities and differences:• Demographics• Consumer Groups• Media• Marketing Strategy

Page 5: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

5

CHAPTER 5

Major Ethnic Subcultures in the US

Page 6: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

6

CHAPTER 5

Ethnic Subcultures and Consumption

Page 7: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

7

CHAPTER 5

Consumer Insight 5-1

• To what extent are Hispanic teenagers leading the teenage market? Justify your response.

• Many Hispanic teenagers are truly bicultural. What challenges does this present marketers?

• Why are Hispanic teenage girls heavier readers of magazines such as Cosmopolitan and heavier users of cosmetics than white teenagers?

Page 8: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

8

CHAPTER 5

National Background of Asian Americans

Page 9: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

9

CHAPTER 5

Demographics Across Religious Subcultures

Page 10: CHAPTER FIVE The Changing American Society: Subcultures McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved

10

CHAPTER 5

Regional Consumption Differences


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