Exam 12: Subcultures and Consumer Behavior

The United States has a history of attracting people from all over the globe.How does this diversity of background influence consumer behavior?

JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60.He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren.He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild -In the JONES MINI CASE,60 is Bob's ________,whereas 75 is Bob's ________.

Hispanics have replaced African Americans as the largest minority group in the United States.

JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60.He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren.He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild -In the JONES MINI CASE,Bob is a part of which of the following age cohorts?

When it comes to consumer behavior,ancestral pride associated with ________ is manifested most strongly in the consumption of ethnic foods,in travel to the "homeland," and in the purchase of numerous cultural artifacts.

SMITH MINI CASE: Carl Smith is a 37 year-old, Baptist, African American living in Louisiana.He frequently shops at Pinkerton's for items like toothpaste and hair-care products.Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers.Carl recently received direct-mail advertising from a Pinkerton's urging him to purchase his holiday decorations before the season rush starts. -In the SMITH MINI CASE,Pinkerton's direct-mail advertisement is targeting Carl based on Carl's ________ subculture membership.

Kosher seals on food items are placed to cater to a(n)________ subculture.

The fact that Skippy peanut butter is preferred on the coasts,and Jif is preferred in the South and Midwest,is an indication that marketers must research ________ subcultures.

In addition to segmenting markets in terms of cultural factors,marketers also segment societies into smaller ________ that consist of people who are similar in terms of their ethnic origin,customs and ways of behavior.

GROCERY STORE MINI CASE: SuperMart Groceries is interested in drawing in Hispanic consumers in order to capitalize on the sizeable Hispanic population in communities surrounding its stores.SuperMarts in communities with an appreciable Hispanic population have begun stocking authentic Hispanic ingredients, hired bi-lingual managerial staff, and begun employing a higher proportion of Hispanics in high-visibility sales clerk positions.SuperMart has also begun an advertising campaign portraying SuperMart as providing the same products offered at more traditional Hispanic grocery shopping venues, with the benefit of lower prices and a much wider selection of products. -In the GROCERY STORE MINI CASE,SuperMart polled community members in areas surrounding existing SuperMart stores.Which of the following indicators would be most useful in identifying Hispanics in those communities?

Which of the following is true of Asian Americans?

Compare Baby Boomers and Generation Xers in terms of attitudes toward brands and price-quality attitudes.

Which of the following is true of gender roles and consumer behavior?

An individual's demand for specific types of products and services remains consistent over the course of his or her life.

JONES MINI CASE: Bob Jones is 75 years old, but feels like he's only 60.He enjoys fishing and golf and recently bought a house in North Carolina so that he could be closer to his grandchildren.He and his wife, Shirley, have Internet access in their home and, most recently, used the Internet to purchase a birthday present for their youngest grandchild -In the JONES MINI CASE,as a cognitive age,60 is Bob's ________.

Subcultures are ________.

Working women are less brand loyal than non-working women.

A distinct cultural group that exists as an identifiable segment within a larger,more complex society is known as a ________.

Each American is,in large part,a product of the "American way of life." Each American,however,is at the same time a member of various subcultures.

Which of the following is true of Asian Americans as consumers?