SUBCULTURE &

CONSUMER BEHAVIOUR

OLEH
SISKA MANDALIA,
S.S.,M.B.A
 Chapter Outline
 What is Subculture ?
 Nationality Subcultures
 Religious Subcultures
 Geographic and Regional Subcultures
 Racial Subcultures
 Age Subcultires
 Sex as a Subculture
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 What Is
Subculture?
 Tiap kultur mempunyai subkultur yang lebih kecil atau kelompok
orang dengan system nilai yang sama berdasarkan pengalaman dan
institusi hidup yang sama. Subkultur juga seringkali mencakup asal
kebangsaan, agaman, kelompok rasial dan wilayah geografik.
 Subkultur merupakan segmen pasar yang penting dan pemasar sering
menemukan bahwa ada manfaatnya merancang produk dan program
yang disesuaikan dengan kebutuhan kelompok subkultur.

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 Hispanik adalah ethnonym kepada orang-
orang dari warisan negara yang berbicara
bahasa spanyol yang kira-kira terdiri
semenanjung iberia termasuk negara-
negara kontemporer andorra, partugal
dan spanyol dan crown colony atau british
overseas territories gibraltar
Ethnonym hispanik atau latino juga untuk merujuk kepada orang
dari kuba, Meksiko, Puerto Rico, Selatan atau Amerika Tengah
(Kecuali Brazil) atau budaya spanyol atau asal tanpa memandang
ras
 Traditional Characteristics Of
The Hispanic American Market
 prefer well-known or familiar brands
 buy brands perceived to be more prestigious
 are fashion conscious (sadar)
 historically prefer to shop at smaller personal stores
 buy brands advertised by their ethnic-group stores
 tend not to be impulse buyers
 increasingly clipping and using cents-off coupons
pickily to buy what their parents bought
prefer fresh to frozen or prepared items
 tend to be negative about marketing practices
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 Regional Subcultures
Many Regional diffrencess axist in consumption behavior
1. Westerners have a mug of black coffee
2. Easterners have a cup of coffee with milk and sugar
3. White bread is preferred in the south and midwest
4. Rye and whole wheat are preferred on the east and west
coasts

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 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 in 2
- Gain of 54% since 1990

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Issues in Understanding sex
as a subculture
Sex roles and consumer behavior
- Masculine vs. Feminine Traits
The working woman
- Segmentation issues
- shopping patterns
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Segmenting the working Women
Market
Four Segments
- Stay at-home housewives
- Plan-to-work-housewives
- Just-a-job working women
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Thanks
!
Any questions?

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