Page 198 - Foundations of Marketing

Consumer Buying Behavior | Chapter 6 165

When U.S. marketers sell products in other countries, they must be aware of the tremen-
dous impact specific cultures have on product purchases and use. Global marketers will find
that people in other regions of the world have different attitudes, values, and needs, which call
for different methods of doing business and different marketing mixes. Some international
marketers fail because they do not or cannot adjust to cultural differences.
A culture consists of various subcultures. A subculture is a group of individuals whose char-
acteristics, values, and behavioral patterns are similar within the group and different from those
of people in the surrounding culture. Subcultural boundaries are often based on geographic des-
ignations and demographic characteristics, such as age, religion, race, and ethnicity. U.S. cul-
ture is marked by many different subcultures. Among them are punk, gamer, biker, endurance
sports enthusiast, and cowboy. Within subcultures, greater similarities exist in people’s attitudes,
values, and actions than within the broader culture. Relative to other subcultures, individuals in
one subculture may have stronger preferences for specific types of clothing, furniture, food, or
consumer electronics. Take, for example, this advertisement for Brooks-brand PureDrift run-
ning shoes. Marketers are appealing to a subculture of athletes who like to train with minimal
subculture A group of indi-
gear. These people tend to like to run barefoot, engage in endurance athletic feats, and follow a
viduals whose characteristics,
special diet such as “paleo,” wherein adherents only eat foods that existed in prehistoric times. values, and behavioral patterns
Some athletes believe emulating an ancient lifestyle helps them to be healthier, perform better, are similar within the group and
and increase their stamina. The PureDrift is a minimalist shoe, for runners within this subculture different from those of people
who would like some foot protection without the normal cushioning of running shoes. in the surrounding culture
Subcultures can play a significant role in how people
respond to advertisements, particularly when pressured
to make a snap judgment. It is important for marketers to
understand that a person can be a member of more than
one subculture and that the behavioral patterns and values
attributed to specific subcultures do not necessarily apply
to all group members.
The percentage of the U.S. population consisting of
ethnic and racial subcultures has grown and is expected
to continue to grow. By 2050, about one-half of the U.S.
population will be members of racial and ethnic minori-
ties. The U.S. Census Bureau reports that the three larg-
est and fastest-growing ethnic U.S. subcultures are African
9
Americans, Hispanics, and Asians. Nearly 50 percent of
10
children under the age of 5 are minorities. The popula-
tion growth of these ethnic and racial subcultures repre-
sents a potential opportunity for marketers because of
cultural-specific tastes and desires. Businesses recognize
that, to succeed, their marketing strategies have to take into
account the values, needs, interests, shopping patterns, and
buying habits of these various subcultures.

African American Subculture

In the United States, the African American subculture rep-
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resents 13.7 percent of the population. Like all subcul-
tures, African American consumers possess distinct buying
patterns. For example, African American consumers spend Courtesy of Brooks
much of their money on depreciable products such as
phone services, children’s clothing, and shoes. The com-
bined buying power of African American consumers is pro- Subcultures
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jected to reach $ 1.1 trillion by 2015. Athletic shoe companies, such as Brooks, have released minimalist
Many companies are increasing their focus on the shoes, such as the PureDrift, to appeal to a subculture of athletes
African American community. For example, State Farm who wish to train with minimal gear.

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