CHAPTER FIVE

The
Changing
American
Society:
The Changing American Society:
Subcultures
Subcultures

McGraw-Hill/Irwin

Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserv

Nature of Subcultures

A segment of a larger culture whose

members share distinguishing
patterns of behavior.

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Identification Produces Unique

Market Behaviors

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Types of Subcultures

Types of Subcultures:
Ethnic
Religious
Regional
Commonalities and differences:

CHAPTER

Demographics
Consumer Groups
Media
Marketing Strategy

Major Ethnic Subcultures in the US

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Ethnic Subcultures and Consumption

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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 teenager
s?

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National Background of Asian Americans

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Demographics Across Religious

Subcultures

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Regional Consumption Differences

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