chapter 10 microcultures
DESCRIPTION
Chapter 10 Microcultures. Learning Outcomes. Apply the concept of microculture as it influences consumer behavior Know the major U.S. microcultural groups Realize that microculture is not a uniquely American phenomenon Perform a demographic analysis - PowerPoint PPT PresentationTRANSCRIPT
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 10Microcultures
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Learning Outcomes
• Apply the concept of microculture as it influences consumer behavior
• Know the major U.S. microcultural groups• Realize that microculture is not a uniquely
American phenomenon• Perform a demographic analysis• Identify major cultural and demographic
trends
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Microculture and Consumer Behavior
• Culture is hierarchical. Smaller cultural groups (microcultures) link to one larger cultural group– Microculture – a group of people who share
similar values and tastes that are subsumed within a larger culture
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Microcultural Roles and Value
• Each microculture has certain role expectations for its members– Role conflict: A situation where a consumer
experiences conflicting expectations based on cultural expectations
– Divergence: A situation in which consumers choose membership in microcultures in order to stand out or define themselves
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Regional Microculture
• Consumer preferences vary by region• In 1981, Garreau identified the nine nation
approach to segmentation• One significant area in the U.S. is the
“borderland” region, or the states that share a border with Mexico
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Sex Roles and Microculture
• Sex roles refer to the societal expectations for men and women among members of a cultural group
• Marketers must be aware of sex-roles because they are linked to purchasing behavior
• Cognitive structuring is a term that refers to the reliance on schema-based heuristics in making decisions
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Age-based Microculture
• It describes the finding that people of the same age end up sharing many of the same values
• This is especially true if it seems to apply across nations leading to a world teen culture
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Generation Microculture
• Cohort – A group of people who have lived the same major experiences, which end up shaping their core values
GreatestGeneration Silent Generation Baby Boomers
Generation X Millennials Generation Z
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Religious and Ethnic Microculture
• Religious microculture– Stigmatization
means that the consumer is marked in some way that indicates their place in society
• Ethnic microculture– Hispanic Culture – African-American
Culture – Asian Culture
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Income and Social Class Microculture
• Social class : Culturally defined group to which a consumer belongs
• Habitus: Mental and cognitive structures through which individuals perceive the world
• Homogamy: Marriages comprised of people from similar classes
• Social stratification: Division of society into classes that have unequal access to scarce and valuable resources
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Street Microcultures
Sports
Gaming
Music
Goth
Virtual
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Demographic Analysis
• Demographics – observable, statistical aspects of populations such as age, gender or income
• Demographic Analysis – A profile of a consumer group based on their demographics
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2014 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Major Cultural and Demographic Trends
Declining Birthrates
Increasing Consumer Affluence
Increasing Life Expectancy and the Aging Consumer
Increasing Cultural Diversity