Professional Documents
Culture Documents
Marriage
Birth
Death
Shelter
Food
Age grading
Division of labour
What is similar about . . .
Space
What is the acceptable personal space across
cultures?
Distance
Gestures, postures, or body positions
Symbols—signifiers
Friendship and agreements
Government and Laws
Certain Dimensions of Culture are
Relevant to Consumer Behavior
elevator?
Why do men wear ties and women do not?
Why do people shake hands, and not touch elbows?
Why do you know what constitutes “good” vs. “bad”
manners?
Subculture
Do you belong to any Subcultural Groups?
Subculture is a distinct cultural group which
exists as an identifiable segment within a larger,
more complex society
Ethnic subcultures – Blacks, Hispanics, Asian
Americans, Euro Americans, Native Americans, etc
Religious subcultures
Disabilities subcultures
Age subcultures
Any others?
Examples
Black or African-American Subculture
A common heritage
More than 36 million consumers in US
Younger with very high numbers living in cities
1999 earnings: $491 billion
1999 purchases: $207 billion (ninth largest
economy in the world)
Approximately 28% of families had an annual
income of $50,000 or more in 1999
The group is very diverse
Marketing to African-Americans
African-American consumers expect respect within the
marketplace and must feel a sense of acceptance, BUT
Under-representation and token appearances in advertising
Inappropriate product development: e.g. lag in toys, dolls,
than $50,000
family
Latin identity - ethnic identity
Importance of religion
Marketing to Hispanic-Americans