Upload
khusnul-khatimah
View
230
Download
0
Embed Size (px)
Citation preview
8/13/2019 Presentasi Chibi Kel 5
1/13
8/13/2019 Presentasi Chibi Kel 5
2/13
1/7/2014
2
Subcultures And Consumer Identity
SubculturesSubcultures are Groups Whose Members Share Beliefs andCommon Experiences That Set Them Apart From Others.
Ethnic Subcultures
Racial Subcul tures
Religi ous Subcultures
Different Types
of Subcultures
Microculturerefers to the specialized subgroups, markedwith their own languages, ethos and rule expectations, thatpermeate differentiated industrial societies.
A micro culture depends on the smallest units of organization dyads, groups, or local communities as opposed to thebroader subcultures of race or class, and the widernational/global culture, compared to which they tend also to
be more short-lived, as well as voluntarily
Micro cultureMicro culture
8/13/2019 Presentasi Chibi Kel 5
3/13
1/7/2014
3
Ethnic Subculture: A self-perpetuatinggroup of consumers who are held togetherby common cultural or genetic ties, and isidentified both by its members and by othersas being a distinguishable category.
Ethnic and Racial Subcultures
Ethnicity and Marketing Strategies
Level & Type of Media Exposure
Food Preferences
Wearing Distinct ive Apparel
Political Behavior
Leisure Activit ies
Willingness to Try New Products
Subcultures are Very Important in Shaping Peoples Needs andWants and Membership is Often Predictive of Consumer VariablesSuch As:
8/13/2019 Presentasi Chibi Kel 5
4/13
1/7/2014
4
The Context of Culture
High Context Low-Context
Group members tend to be tightly knit,and they are likely to infer meanings that
go beyond the spoken word.More Literal
Example : Indomie represent Indonesiaculture Cuisine
8/13/2019 Presentasi Chibi Kel 5
5/13
1/7/2014
5
Indonesian Ethnic Products
Defining/targeting an ethnic group is not always soeasy (melting pot society)
De ethnicization occurs when a product we associatewith a specific ethnic group detaches itself from itsroots and appeals to other groups as well
Is Ethnicity a Moving Target?
8/13/2019 Presentasi Chibi Kel 5
6/13
1/7/2014
6
Example : Indonesian Ethnic into CosmeticIndustries
Acculturation is the process of movement andadaptation to one countrys cultural environment by
a person from another country. Acculturation occurs, at least in part, with the
influence of acculturation agents Family Friends Church organizations Media
What is Acculturation?
8/13/2019 Presentasi Chibi Kel 5
7/13
1/7/2014
7
Process of Acculturation
Movement
Translation
Adaptation
Assimilation
Maintenance ofpractices
Resistance
Segregation
A Model of Consumer Acculturation
8/13/2019 Presentasi Chibi Kel 5
8/13
1/7/2014
8
Levels of Acculturation:Understanding Hispanic Identity
Acculturation: Refers to the process of movement and adaptation to one
countrys cultural environment by a person from anothercountry.
Ethnography: The study of immigrants as they adapt to life in a new
country. Acculturation Agents:
People and institutions that teach the ways of a culture. Culture of Origin Culture of Immigration
Segmenting Hispanics by Acculturation
8/13/2019 Presentasi Chibi Kel 5
9/13
1/7/2014
9
Perspectives on Ethnic Adaptation
Ethnic Pluralism: Argues that ethnic groups differ from the mainstream in
varying degrees, and that adaptation to the larger societyoccurs selectively.
Progressive Learning Model: Assumes that people gradually learn a new culture as they
increasingly come in contact with it.
Host Culture When people acculturate they will blend their original
culture and the new one Consumers who retain much of their original ethnic
identity differ from those who assimilate
Overall spendingpatterns of blacks andwhites are roughlysimilar
Household income andeducational levels risingfor African Americans
Differences inconsumption behaviorssubtle but important
The Big Three American Subcultures
AFRICAN HISPANIC
Hispanic = manydifferent backgrounds
Hispanics are: Brand loyal Highly
concentratedgeographically bycountry of origin(easy to reach)
ASIAN AMERICAN
Fastest-growing group Most affluent, best
educated Most likely to hold
technology-relatedjobs
Most brand-consciousbut least brand loyal
Made up of culturallydiverse subgroups thatspeak many differentlanguages/dialects
8/13/2019 Presentasi Chibi Kel 5
10/13
8/13/2019 Presentasi Chibi Kel 5
11/13
1/7/2014
11
Some U.S.megachurcheshave more than20,000 members.
Mega churches
Specialized ethnic media, like thismagazine for Muslim women, arespringing up to meet the needs ofunderserved American subcultures.
Islamic Marketing
Influence of Religious Groups
Religious groupscan influence
companiesdecisions byencouraging their
members toboycott products orstage protests.
8/13/2019 Presentasi Chibi Kel 5
12/13
1/7/2014
12
Age Subculture
InterbellumGeneration
SilentGeneration
The Born-Again Boom
Born-Again Christians are those who follow literalinterpretations of the Bible and who acknowledge
being born again through belief in Jesus Fastest-growing religious affiliations in United
States
8/13/2019 Presentasi Chibi Kel 5
13/13
1/7/2014
13
SUMMARY