CH-13 Subcultures – Consumer Behaviour: Buying, Having, Being : Book Guide

Chapter 13 Subcultures CHAPTER OBJECTIVES When students finish this chapter they should: •Understand that our memberships in age, regional, and ethnic subcultures often guide our consumption behaviours. •Understand that our identification with microcultures that reflect a shared interest in some organization or activity influences what we buy. •Understand that we have many things in common with others because they are about the same age. •Understand that marketers employ different tactics when appealing to different age subcultures. •Understand that regional segmentation refers to dividing the market based on geographic location. •Understand that many marketing messages appeal to ethnic identity. •Understand that the two largest ethnic groups in Canada are British and French, although other ethnic subcultures are also important targets for marketers. CHAPTER SUMMARY •Consumers who grew up at the same time share many cultural memories because they belong to a common age cohort, so they may respond well to marketers’ nostalgia appeals that remind them of these experiences. •The global youth market is massive and includes those from Gen Z and Gen Y. Gen Z are true digital natives, and they learn about styles through social media. Gen Y is sometimes referred to as the baby boom echo or the millennial generation. It is of importance to marketers because of its relative size. Unlike their older siblings, Gen Yers tend to hold relatively traditional values, and they prefer to fit in rather than rebel. •Baby boomers (or zoomers if they are 50 years or older) are the most powerful age segment because of their size and economic clout. Boomers continue to affect demands for housing, childcare, automobiles, clothing, and many other products. •As the population ages, the needs of mature consumers become increasingly important. Many marketers ignore this age segment because of the stereotype that they are too inactive and spend too little. This stereotype is no longer accurate. Many older adults are healthy, vigorous, and interested in new products and experiences—and they have the income to purchase them. Marketing appeals to this age subculture should focus on consumers’ perceived ages, which tend to be more youthful than their chronological ages. Marketers should also emphasize concrete benefits of products because this group tends to be skeptical of vague, image-related promotions. •The four regions of Canada are typically identified as Atlantic Canada, Quebec, Ontario, and the West. Although it gets less attention from Canadian marketers than other types of market segmentation, there is a lot of potential for regional segmentation in Canada. Some of the regional differences across the country include the terminology used for various items (scribblers versus notebooks), music, and cuisine and food preferences, among others. •Our memberships in regional subcultures often play a big role in guiding our consumption behaviours. •The four largest ethnic subcultures in Canada are English, French, South-Asian, and Chinese Canadians, but consumers with many diverse backgrounds are considered by marketers as well. •Both French Canadians and Chinese Canadians tend to be extremely family-oriented, and they are receptive to advertising that understands their heritage and reinforces traditional family values. •Chinese Canadians are courted actively by marketers. The size of this group is increasing rapidly, and they dominate some major markets. •Care must be taken not to rely on inaccurate (and sometimes offensive) ethnic stereotypes. LECTURE/DISCUSSION IDEAS XIV. SUBCULTURES, MICROCULTURES, AND CONSUMER IDENTITIES – Groups •Subculture – Members share beliefs and common experiences •Microculture – Group based on lifestyle or aesthetic preferences II. AGE AND CONSUMER IDENTITY A. Age Cohorts 1. The era in which a consumer is born creates for that person a cultural bond with the millions of others born during that same period. 2. As we grow older, our needs and preferences change, often in unison with others who are close to our own age, also known as an age cohort of people of similar ages who have similar experiences. 3. Marketers must recognize age changes and figure out how to effectively communicate with each age group. 4. Age exerts a significant influence on one’s identity. 5. Age cohorts often share similar memories (i.e., cultural heroes and important historical events). Marketers often target products and services to one or more specific age cohorts. Class Interaction Opportunity —Give an example of how a person’s age group affects his or her identity. Class Interaction Opportunity —Have students make a list of products (services, people, ideas) that have special appeal or memories for their age group. Have them make a similar list including the same categories for their parents or grandparents and for consumers younger than 12. How are the lists similar? How are they different? Ask: Do you find that you are beginning to have more in common with your parents than with someone younger than 12? Why do you think this is occurring? 6. Although there is consensus when analysts describe age cohorts, the labels and cut-off dates they use to place consumers into generational categories can vary. One rough approximation looks like this: a. The Interbellum Generation—People born at the beginning of the twentieth century. b. The Silent Generation—People born between the two World Wars c. The War Baby Generation—People born during World War II d. The Baby Boom Generation—People born between 1946–1964 e. Generation X—People born between 1965–1985 f. Generation Y—People born between 1986–1999 g. Generation Z—People born 2000 and later B. Children as Decision-Makers: Consumers-in-Training Children make up three distinct markets: 1) primary market, 2) influence market, and 3) future market. The primary market refers to what kids spend directly. The influence market notes that parental yielding occurs when parents surrender to a child’s request. The future market notes that kids will grow up and take with them many brand perceptions and loyalties. C. The Youth Market 1. The global youth market represents $100 billion in spending power. 2. The power of word of mouth communication is most important in the youth market segment, where 78% of 13- to 17-year-olds engaged in word of mouth about media and entertainment brands. 3. The transitions that teenagers go through create a lot of uncertainty about one’s self and the need to belong and find one’s unique identity, as a person becomes pressing. Teens search for cues from their peers and from advertising. 4. Product usage is a significant medium that lets them satisfy needs for belonging, independence, experimentation, responsibility, and approval from others. Class Interaction Opportunity —Ask: How would you describe teens today? Is your description positive or negative? How does this description match the description of you during your teen years? What can you learn from this exercise? According to research done by Saatchi & Saatchi, a global advertising agency, there are four themes common to all teens: a. Autonomy versus belonging—want independence but need support. b. Rebellion versus conformity—rebellion against social norms but want acceptance. c. Idealism versus pragmatism—must reconcile how the world should be with reality. d. Narcissism versus intimacy—obsessed with appearance but want sincere relationships. 5. Ridicule is a way adolescents exchange information about consumption norms and values. 6. There are strong cultural differences when it comes to the desirability of revolting against the establishment. Class Interaction Opportunity —After examining the common themes applied to teenagers, ask how marketers could use this information to adjust strategy. What type of ads worked best on you when you were a teenager? Do you look at these ads and the products they represented differently now? Explain. D. Generation Z - typically describes kids who were born beginning in the late 1990s to early 2000s, so they will start entering college in just a few years. Characteristics: •Accustomed to blurred gender roles •Expect two-way communication with brands/companies •Digital natives-they grew up in a culture where technology was always present E. Gen Y 1. Generation Y kids go by various names, including Echo Boomers and Millennials. a. They are hopeful about the future and believe it is important to maintain a positive outlook on life. b. They are diverse and many grew up in non-traditional families. c. Gen Yers are jugglers who place high value on being both footloose and connected through technology, a condition known as connexity. Class Interaction Opportunity —Ask: Can you think of ways you influenced your parents’ buying decisions when you were a teenager? What was your “track record”? Class Interaction Opportunity —Ask: If you were hired to sell a new type of product directly to college students, what do you think would be the best way to reach them? What would your plan include? F. Gen X 1. Gen X is the cohort of 6.5 million Canadians who will be a powerful force through the end of this decade and beyond. 2. This generation has been labeled “Generation X,” “slackers,” or “baby busters.” Discussion Opportunity—What are your impressions of this cohort? Do you think it is misunderstood? What problems and opportunities will this generation face? If you were given the task of appealing to this generation, what approach or theme would you use? Why? G. The Mature Market (Baby Boomers) 1. The Baby Boomer age cohort is the source of many fundamental cultural and economic changes. The reason: power in numbers. 9.7 million people born between 1947 and 1966; sources of many fundamental cultural and economic phenomena 2. They account for a large percentage of consumer spending in many categories and constitute a third of media users. Discussion Opportunity—Ask: If you were to characterize the baby boomers, how would you describe them? What do you think would “turn them on”? What do you admire about them? What do you dislike about them? H. The Grey Market 1. People older than 65 are the fastest growing age group on earth. 2. Statistics Canada predicts that they will make up 28.5 percent of the population in 2021, and by 2031 they will exceed the number of children! Discussion Opportunity—List three university courses that you think might be interesting to seniors. Have the class suggest their own choices. Discuss these choices. How Should Marketers Talk to Mature Consumers? o Marketing – outdated images of consumers persist; abundance of leisure time; design products sensitive to physical limitations; use ads with abundant information o Well suited for segmentation by: •Chronological age and family life cycle stage •Age cohort •Current marital status •Health and outlook on life o Consumer identity resistance – People redefine who they are when they retire •Revived: revitalization of previous identities •Emergent: pursuit of new life projects Class Interaction Opportunity: Present five good selling ideas for marketing to mature consumers. Class Interaction Opportunity: Collect some ads directed to mature consumers. Critique them; point out effective and ineffective characteristics. III. REGIONAL SUBCULTURES – Atlantic Canada (East Coast); Quebec; Ontario; the West (or the Prairies and British Columbia) •Regions differ in weather patterns, concentration and growth of population, age composition and ethnic mix – all of which affect lifestyles and product and service preferences Class Interaction Opportunity: Many universities recruit nationally. Ask students who are new to the university’s location what they miss most about their “home” region. What are the implications of these associations for marketers? IV. ETHNIC SUBCULTURES AND CONSUMER IDENTITY – Subcultural identifications affect consumer behaviour and types of products and services purchased •Ethnic subcultures: Self-perpetuating groups held together by cultural and/or genetic ties Class Interaction Opportunity: Have the class identify as many subcultures as possible. Discuss which subcultures match those discussed in the text, and which ones go beyond those discussed in the text. A. Ethnicity and Marketing Subcultures – Membership shapes needs and wants •High-context cultures: (Most minorities) Tightly knit, symbols and gestures carry much weight, sensitive to nuances in ads •Low-context cultures: (Anglos) The above is less important •De-ethnicitization – Product is detached from its roots to appeal to others (e.g., jalapeno bagels) Class Interaction Opportunity: What are some ethnic products (food, clothes, accessories, etc.) that have become a part of mainstream Canadian culture? Class Interaction Opportunity: Research the Chinese belief in “feng shui.” Find examples of how this philosophy has been de-ethnicized.  For research that has compared the validity of ethnicity scales see referenceiv B. Ethnic Groups in Canada – Two largest groups by single origin are British (8%); French (4%); 1.6 million of Aboriginal origin; 1.3 million South-Asians (2006; a 38% increase from 2001); geographic concentration 1. French Canadians – More emphasis on being well respected and less on intellectual and cultural activities than English Canadians 2. Chinese Canadians – One of the fastest growing groups; hard-working and above average incomes, appealing to marketers; variation with multiple distinct subgroups 3. Aboriginal Canadians – Respond to advertising that connect to their values 4. South Asian Canadians – High income and education levels; variation in value systems and psychographics. C. The Effect of Immigration on Canadian Diversity •42 million Canadians by 2031; growth by immigration •6.8 million Canadians were immigrants (2011); 19-23% Canadians will be visible minority by 2017 •Immigration growth from Chinese, East Indian, Filipino and Pakistani Canadians; German, Italian, Ukrainian and Dutch comprise largest ethnic groups outside of English and French Canadians. Majority live in Vancouver, Montreal, Toronto; tend to cluster geographically •Will affect demand in ethnic markets and overall 1. Ethnicity is a moving target •Shirt in proportions of each ethnic group, especially vis-a vis English and French •Intermarriage blurs ethnic boundaries; in 2006 almost 13 million Canadians reported multiple ethnic origins •How is ethnicity operationalized? •These are opportunities in providing goods and services representing diverse cultural traditions D. Ethnic Stereotypes – Assume that group members possess traits; same trait can be viewed two ways (e.g., is a Scottish person ‘thrifty’ or ‘stingy’) END-OF-CHAPTER SUPPORT MATERIAL Summary of Special Feature Boxes 1. Consumers in Focus I: Tweens Marketers refer to kids aged 8 to 14 as tweens, because they are “between” childhood and adolescence, and they exhibit characteristics of both age groups. In Canada they spend billions of dollars annually and they are a consumer target with major appeal to marketers. 2. CB As I See It Malcolm C. Smith, University of Manitoba highlights the negative stereotypes often perpetuated in advertising regarding ‘senior citizens’ and suggests that this large and wealthy pool of customers is often overlooked. His research finds that older consumers tend to process information differently than younger adults – focusing more on themes and underlying messages, and adapting to their listening audience. Given the consumer influence of this group it is argued that much more research on the segment is warranted. 3. Consumers in Focus II: Ethnic Subcultures Market Offerings You don’t need to look globally to see ethnic consumer offerings available, this box presents examples of a range of Canadian organizations that provide ethnic market offerings. Review Questions 1. What is a subculture? How does it differ from a microculture? Answer: A subculture is a group whose members share beliefs and common experiences that set them apart from others. A microculture is a smaller group based on a lifestyle or aesthetic preference. 2. What is an age cohort, and why is it of interest to marketers? Answer: An age cohort consists of people of similar ages who have undergone similar experiences. They share many common memories about cultural heroes (e.g., John Wayne versus Brad Pitt), important historical events (e.g., World War II versus the 2001 terrorist attacks), and so on. Although there is no universally accepted way to divide up people into age cohorts, each of us seems to have a pretty good idea of what we mean when we refer to “my generation.” 3. What are some of the most efficient ways for marketers to connect with university students? Answer: Online advertising is very effective: Fully 99 percent of college students go online at least a few times per week and 90 percent do so daily. In addition, enterprises like mtvU.com are blossoming because they reach students where they live and play. These specialized networks are providing college students with irreverent programming designed to appeal to their sense of humor. Other strategies to reach students include the widespread distribution of sampler boxes containing a variety of personal care products in student centers and dormitories and the use of posters (termed wall media). In addition, a growing number of marketers are capitalizing on the ritual of Spring Break to reach college students; they estimate that about 40 percent of students now make the annual trek to points south. 4. List three basic conflicts teens face and give an example of each. Answer: • Autonomy versus belonging: Teens need to acquire independence, so they try to break away from their families. On the other hand, they need to attach themselves to a support structure, such as peers, to avoid being alone. One survey of teens found that only 11 percent view themselves as “popular.” • Rebellion versus conformity: Teens need to rebel against social standards of appearance and behaviour, yet they still need to fit in and be accepted by others. They prize “in-your-face” products that cultivate a rebellious image like those the retail chain Hot Topic sells for this reason. • Idealism versus pragmatism: Teens tend to view adults as hypocrites, whereas they see themselves as being sincere. They have to struggle to reconcile their view of how the world should be with the realities they perceive around them. • Narcissism versus intimacy: Teens are often obsessed with their own appearance and needs. On the other hand, they also feel the desire to connect with others on a meaningful level. 5. Who are tweens, and why are so many marketers interested in them? Answer: Marketers use the term tweens to describe the 2 million children aged 10 to 14 who control $2.9 billion a year in consumer spending. They like to purchase new brands and styles in clothing and shoes. Tweens are “between” childhood and adolescence and they exhibit characteristics of both age groups. As one tween commented, “When we’re alone we get weird and crazy and still act like kids. But in public we act cool, like teenagers." They also influence another $20 billion in purchases for family durables. 6. What advice would you give to a marketer who wants to appeal to Gen Y? What are major dos and don’ts? Can you provide some examples of specific marketing attempts that work or don’t work? Answer: Unlike their parents or older siblings, Gen Yers tend to hold relatively traditional values and they believe in the value of fitting in rather than rebelling. Their acculturation agents (as we discussed in the previous chapter) stress teamwork—team teaching, team grading, collaborative sports, community service, service learning, and student juries. Violent crime among teenagers is down 60 to 70 percent. The use of tobacco and alcohol are at all-time lows. So is teen pregnancy. Five out of ten echo boomers say they trust the government, and virtually all of them trust Mom and Dad. 7. What are some industries that stand to benefit most from the increasing affluence and vitality of the grey market? Answer: Travel and hospitality, car sales and rentals, apparel, banking, and others. 8. What are some effective ways to segment the grey market? Answer: In addition to chronological age, marketers segment the elderly along such dimensions as the particular years a person came of age (age cohort), current marital status (e.g., widowed versus married), and a person’s health and outlook on life. Several segmentation approaches begin with the premise that a major determinant of elderly marketplace behaviour is the way a person deals with being old. Social aging theories try to understand how society assigns people to different roles across the life span. For example, when people retire they may reflect society’s expectations for someone at that life stage – a major transition point when people exit from many relationships. Some people become depressed, withdrawn, and apathetic as they age; some are angry and resist the thought of aging; and others accept the new challenges and opportunities this period of life has to offer. One segmentation approach called gerontographics, which divides the mature market into groups based on both level of physical well-being and social conditions, such as becoming a grandparent or losing a spouse. 9. What are some ways in which regional subcultures are important to marketers? Answer: Segmenting according to regional subcultures, or geographic location, is important as consumer needs and product preferences will vary as a function of weather patterns, concentration and growth of population, age composition, ethnic mix, resources, customs, and availability of some diversions over others. Identifying products by names that are understood in regional markets will be important. 10. Why are ethnic subcultures something marketers would want to consider? Answer: Ethnic subcultures are self-perpetuating consumer groups who share common cultural or genetic ties recognized by both members and others as a distinct category. Consumers might expend a lot of effort to keep ethnic identities active, and might shape their behaviour to align with or go against expectations of the group or others as subcultural membership will influence attitudes, values, activities, and preferences. 11. Why are Chinese Canadians an attractive market segment? Why can they be difficult for marketers to reach? Answer: Chinese Canadians not only make up the fastest-growing minority group, but they are typically hard working, have the highest incomes of all visible minorities, and tend to be homeowners and university educated. Despite its potential, this group is hard to market to because it actually is composed of subgroups that are culturally diverse and speak many different languages and dialects. The term ‘Asian’ refers to 20 ethnic groups, with Chinese being the largest. CONSUMER BEHAVIOUR CHALLENGE Discussion Questions 1. What are some possible marketing opportunities present at reunions? What effects might attending such an event have on consumers’ self-esteem, body image, affect, and so on? Answer: The marketing opportunities present at reunions are abundant and varied. Many are based on the appeal of nostalgia. Because consumers within an age group confront crucial life changes at roughly the same time, the values and symbolism used to appeal to them can evoke powerful feelings of nostalgia. Marketers have realized that the people who attend reunions often represent a valuable customer base that can be used for new product tests, special promotional activities, etc. Students are likely to recognize the type of social pressure that is experienced by individuals attending high school, college, university, or family reunions. Many will be able to relate to individuals' desires to be thin, younger looking, and successful, or to be associated with others (husbands or wives, for example) who are such, when they have an opportunity to see friends, acquaintances, or extended family members on an infrequent basis. In preparation for such an event, many people will spend a lot of time and money to present the perfect image – who they want to be or how they want to be seen in others' eyes – by dieting, buying special clothing, etc. Marketing opportunities at reunions include targeting nostalgia-driven products and services, such as personalized memorabilia or wellness products. Attending such events can boost self-esteem and affect by reinforcing social connections and personal achievements, potentially influencing consumers' body image and emotional well-being positively. 2. The chapter describes members of Gen Y as much more traditional and team-oriented than their older brothers and sisters. Do you agree? Why or why not? Answer: Given that the traditional college students of today fall into the Gen Y category, this should be an interesting discussion. Do students want to see themselves as “traditional?” If this is a good thing, then they are likely to agree. However, even if this is true, it will be interesting to see if students will want to “fess up.” 3. Many parents worry about the time their kids spend online, but this activity may actually be good for them. A study by the MacArthur Foundation in the United States claims that web surfers gain valuable skills to prepare them for the future. The study also finds that concerns about online predators are overblown; most kids socialize with friends they know from other situations like school or camp. What’s your take on this? Are concerns about excessive web surfing overblown? Answer: It is important for students to explore the cons of online use by kids prior to coming to any conclusions. The excessive use of the internet can lead to a more sedentary lifestyle and cause some children to withdraw from friends and activities to spend more time on social networking, chat rooms, instant messaging, and online role-playing video games. In the extreme, kids can develop an Internet addiction, which has become a global concern. Many students may feel that the key is balancing Internet use with other activities so that kids can benefit from the advantages of online activities and minimize the possible negative effects. It may also be interesting for students to explore why kids are more susceptible to online dependency compared to other age groups. 4. What are some of the positives and negatives of targeting university students? Identify some specific marketing strategies that you feel have been either successful or unsuccessful in appealing to this segment. What characteristics distinguish the successes from the failures? Answer: Positives: Geographically and socially concentrated; often homogeneous demographically; educated; discretionary income; may be opinion leaders in some product categories (e.g., technology-based products). Negatives: Can be very discriminating; can be fragmented psychographically; not hooked in to traditional media. 5. Why have baby boomers had such an important impact on consumer culture? Answer: The baby boomer segment is the source of many fundamental cultural and economic changes in our society, largely due to its significant size, but also due to the current position of many boomers in lucrative jobs with high levels of responsibility. Because of the size and buying power of the boomer group over the past two decades, marketers have focused their attention on this market and popularized many of its values and lifestyle characteristics, increasing their impact on society at large. 6. How has the baby boom echo changed attitudes toward child rearing practices and created demand for different products and services? Answer: Baby boomers have had their children later in life and have fewer children than in the past. Opportunities have been created for services (e.g., child care), automobiles (e.g., the mini-van), and media (e.g., Today’s Parent). Are these children more pampered? 7. Is it practical to assume that people age 55 years and older constitute one large consumer market? How can markets segment this age subculture? What are some important variables to keep in mind when tailoring market strategies to mature consumers? Answer: Marketers have become convinced that the over 55 age segment is diverse, with a minimum of four sub-segments represented by the 55-64, 65-74, 75-84, and 85+ categories. Clearly, with people living longer lives, there is going to be considerable differences in the health and general welfare of these individuals. Many will have more income relative to expenditures than any other time in their lives, affording opportunities for full and rich lifestyles. Ultimately, the most influential characteristic of elderly consumers is their perceived age, or how old they feel. Important variables include: appropriate images; product adaptations to accommodate physical limitations; factual information in messages; blending the familiar with the new. 8. How do regional and national identification affect consumer behaviour? Answer: The main point is that regions differ in weather patterns, concentration and growth of population, age composition and ethnic mix, all of which affect lifestyles and product and service preferences. However, most will identify quite strongly with the concept of being a Canadian. 9. Some industry experts feel that it’s acceptable to appropriate symbols from another culture even if the buyer does not know their original meaning. They argue that even in the host society there is often disagreement about these meanings. What do you think? Answer: This is delicate territory, and most companies are going to offend someone or some group at some point. But when taking on cultural symbols, companies should have the responsibility to at least know the meaning and the potential impact of using such symbols in a commercial sense. Then, if they wish to use them anyway, at least they will have done so in an informed manner. 10. Products can function as socialization agents for ethnic groups. What other examples can you find that serve this important function? What special problems do these create for marketers? Answer: Upon reviewing the text discussion on products as socialization agents students will generate a long list of products that function this way. Students will be more challenged to think in terms of the problems that marketers face in the development and advertising of these products. 11. What are the anticipated effects of immigration patterns on marketing activities in Canada in the next decade? Answer: There are few definitive answers but there should be a recognition that (1) ethnicity affects consumption, (2) how long a consumer has been in Canada makes a difference, and (3) ethnicity will become an increasingly important segmentation variable with the expected increase in immigration and its effects on the growth and development of Canada. Experiential Exercises 12. Find good and bad examples of advertising that target mature consumers. To what degree does advertising stereotype mature consumers? What elements of ads or other promotions appear to determine their effectiveness in reaching and persuading this group? Answer: This will be an interesting exercise for students and is likely to draw their attention to issues they have not carefully considered to date. Encourage them to find examples of what they view as both positive and negative treatment of mature consumers in the media. (Possible Field Project Idea). 13. When is nostalgia an effective way to appeal to consumers? Can this technique backfire? Find ads that use a nostalgia appeal and critique their likely effectiveness. Answer: People over the age of 30 are susceptible to this phenomenon. Since it is most effective when products can be linked with experiences and memories of childhood or adolescence, many advertising campaigns play on these collective memories of consumers (e.g., California Raisins and Marvin Gaye's “I Heard it Through the Grapevine”). This technique can backfire if some item that the consumer holds as sacred is profaned by the advertiser. Perhaps bad memories are associated with the experience and these feeling are then projected onto the product or service. (Possible Field Project Idea). 14. Marketers of entrenched brands like Nike, Pepsi, and Levi Strauss are tearing their hair out over Gen Y consumers. Image-building campaigns (e.g., 50 Cent endorsing Reebok) are not as effective as they once were. What advice would you give to a marketer who wants to appeal to Gen Y? What are major do’s and don’ts? Can you provide some examples of specific marketing attempts targeted to Gen Y that work or don’t work? Answer: Considering that the typical college/university student at the time of this edition will be in use are Gen Y-ers, this question basically asks, “How can marketers get to you?” Considering that most of these students will be marketing majors, they may have different attitudes about marketing than the status quo Gen Y-er. Thus, they may be more willing to reveal their “secrets.” Some of the responses that come out may mirror suggestions given in the chapter itself. But because this generation seems to be defined by more diversity, responses may include ideas that reflect more customization in products and services. 15. Identify any current examples of marketing stimuli that depend on an ethnic stereotype to communicate a message. How effective are these appeals? Answer: Students are likely to identify car companies for their practice of ethnic segmentation in advertising. To target Hispanic Americans or African Americans, for example, advertisers are employing well-known Hispanic American and African American personalities (e.g., movie stars, professional athletes, etc.) to promote their products. It is likely that these appeals are effective when the consumer feels a sense of identity or affinity with the spokesperson. Current marketing stimuli that rely on ethnic stereotypes might include ads featuring exaggerated cultural traits or cliched imagery, such as those depicting specific ethnic groups with oversimplified behaviors or products. These appeals can be effective in capturing attention but often risk reinforcing stereotypes and alienating consumers who find them offensive or outdated. The effectiveness varies, with some campaigns potentially generating initial interest but facing backlash or negative perceptions in the long term. 16. To understand the power of ethnic stereotypes, conduct your own poll. For a set of ethnic groups, ask people to anonymously provide, using the technique of free association, attributes (including personality traits and products) most likely to characterize each group. How much agreement do you obtain across people? Compare the associations for an ethnic group between actual members of that group with those of non-members. Answer: Students should be encouraged to conduct their own research for this exercise. This may be a good time for the instructor to emphasize the importance and value of market and consumer research efforts. (Possible Field Project Idea). To assess the impact of ethnic stereotypes, conduct a poll using free association to gather attributes associated with various ethnic groups from a diverse set of participants. Analyze the consistency of responses and compare the associations reported by members of each ethnic group versus non-members. This will reveal how widely shared or divergent perceptions are and whether stereotypes align with the self-identifications of actual group members. 17. Locate one or more consumers (perhaps family members) who have emigrated from their country of origin. Interview them about how they adapted to their host culture. In particular, what changes did they make in their consumption practices over time? Answer: Note: You might want to ask the class if anyone personally knows someone who has immigrated to the Canada or if they personally know a foreign student at your university before making this assignment. The class will be able to discuss this question in more depth if someone who personally knows an immigrant conducts this interview. Interviewing immigrants about their adaptation to a new culture can reveal significant shifts in consumption practices. Ask them how their purchasing habits, product preferences, and brand choices evolved since moving. Focus on changes in food, clothing, and lifestyle products, and explore how they integrated elements of the host culture while maintaining aspects of their original cultural identity. CASE STUDY TEACHING NOTES 1. Is the Inuit subculture a regional or ethnic subculture? How would you categorize this group of people? Why? Answer: The Inuit subculture can be described both as a regional and an ethnic one. As noted in Chapter 13, a subculture is a group of individuals whose members share beliefs and common experiences that set them apart from others. Further, a regional subculture refers to the segmentation of the market according to geographic location. Regions of Canada, for example, differ in weather patterns, concentration and growth of their populations, age composition, ethnic mix, resources and customs, all of which affect regional lifestyle and product and service preferences. Based in Canada’s Arctic region, the Inuit’s regional connections are based on ethnic overtones that are most evident in cuisine and food preferences and transportation. The Inuit have chiefly been hunters and fishers and their traditional diet is high in protein and fat. In addition, they rely heavily on sleds and boats as modes of transport. The Inuit also possess a strong ethnic identity. As noted in Chapter 13, an ethnic subculture is a group of consumers who share common cultural or genetic ties recognized by both its members and others as a distinct category. The Inuit’s culture is very distinctive in terms of culture and art. The Inuit were the first to develop sealskin boats and the Inukshuk (a strong symbol of the Inuit) became a symbol of the 2010 Winter Olympics. Ethnic identity can also be measured by language. Although the Inuit speak English, the traditional Inuktitut language is still spoken in many areas of the Arctic and is common in media programming. 2. What specific needs does the Inuit subculture have? How are they different from those of other subcultures in Canada? Answer: As noted in the case, the Inuit subculture faces an identity struggle between their traditional heritage and the modern society. Although the Inuit have come to rely on Western necessities such as jobs, food, aid, and medicine, the Inuit also rely on language use in various social communication settings in order to preserve their subculture. The Inuit are an example of a high-context culture in which group members are tightly knit and symbols and gestures rather than words carry much of the weight of a message. This oral tradition can be contrasted against white Canadians of Western European descendants who exhibit a low-context culture that is more literal in nature. 3. Given the specific needs of the Inuit, how should the North West Company market to this population? What aspects of the marketing mix need to be shaped for this market? In what ways? Answer: The North West Company can target the Inuit in two ways: by fostering inclusiveness and diversity in mainstream advertising and by speaking to specific ethnic groups in their mother tongue. As noted in Chapter 13, ethnic media can act as a bridge because it blends the familiar and the new. Given that the Inuit desire more information to understand how transportation costs impact pricing, the North West Company should tailor its response to this issue by using the Inuktitut language that is still spoken in many areas of the Arctic and is common in media programming. In addition, the North West Company should incorporate elements of Inuit culture in its advertising. Like BMO, TD and CIBC, who have built relationships with the aboriginal communities (through traditional activities such as fishing with Aboriginal elders), the North West Company can attempt to build stronger relationship with the community by focusing on Inuit values in its efforts here. 4. Do you feel the concerns expressed by the Inuit with respect to product pricing are valid? How would you address this concern if you were business? Government? The Inuit population? Answer: This is a subjective answer, however, a strong answer would place emphasis on how price increases in imported goods have compounded feelings of victimization as the Inuit continue to struggle with preserving their traditional heritage and way of life. While businesses are developing marketing programs based on regional and ethnic subcultures in order to build relationships with Aboriginal groups, decreasing prices of imported goods on the basis of social interest would run contrary to an effective revenue model and, thus, would probably require federal or provincial government involvement. By encouraging more businesses to target consumers in the Arctic, as suggested in the case, the Inuit would gain the advantage of a competitive market that would provide greater value to consumers. FIELD PROJECT IDEAS Individual Assignments 1. Ask students to identify the various age subcultures in his or her neighborhood and to compile various categories of products consumed by those members. How are the lists the same and how are they different? Answer: Students can identify age subcultures in their neighborhood and list products consumed by each. They should compare similarities and differences in consumption patterns across these age groups. 2. Have students collect a series of ads for beauty products from magazines published in the 1970s and 1980s and magazines published today. (Check the library and photocopy the old ads). Now ask him or her to estimate the age of the models in the ads. Does he or she feel these idealized depictions are different today? Is more or less of an age mixture found in magazines today? Answer: By analyzing beauty ads from different decades, students can assess changes in the age of models and shifts in idealized beauty standards, noting whether there's more or less age diversity in contemporary ads. 3. Have students visit a regional shopping centre and try to determine how it promotes to mature consumers. What special arrangements are made to meet the needs of mature consumers? Are there other changes that could be made? Can you think of a shopping centre that probably has little appeal to the mature consumers? Answer: Students should evaluate how a regional shopping center caters to mature consumers, identifying special accommodations and suggesting potential improvements. Consideration of centers with less appeal to mature shoppers could also be included. 4. Ask students to visit two large department stores and determine how they appeal to the teen market. How does the design of the teen department differ from departments targeted at other age groups? Do salespeople differ? Does promotion seem to differ? (If the store will allow it, it is fun to have the student video various departments to show the class the differences. Write the nature of the assignment on university letterhead stationery and direct it to the manager). Answer: Students should compare how two department stores target teens versus other age groups, noting differences in department design, sales staff, and promotions. Videos can visually illustrate these differences if permitted. 5. Ask students to interview a member of any subculture other than his or her own to discover what types of products or services are purchased because of membership in this particular group. What are some marketing implications? Answer: Interviews with members of a different subculture can reveal unique product or service needs and suggest marketing strategies tailored to those subcultural preferences. 6. Have students interview a member of an ethnic or religious subculture to see if the person can identify additional subcultures within the subculture. What are the subtle differences and are any of these significant to marketers? Answer: Interviews with members of ethnic or religious subcultures can uncover sub-subcultures within the group, highlighting significant differences that could impact marketing strategies. 7. Have students visit two local supermarkets to find out if either has segmented their market on the basis of the subculture or ethnic background of their customers. How many subcultures are recognized by each supermarket? Do they vary offerings by regional subculture at all? Answer: Students should visit local supermarkets to determine if they segment their market by subculture or ethnicity, examining variations in product offerings based on regional or subcultural preferences. Team Assignments 8. Have students look through magazines targeted to a specific age group, such as Seventeen, What! A Magazine, Modern Maturity, etc., and describe the types of articles and advertisements contained in each magazine. How effective are these publications at reaching their target markets? Answer: Students should analyze magazines aimed at specific age groups, such as Seventeen for teens or Modern Maturity for older adults. They should describe the types of articles and advertisements featured, focusing on how they address the interests and needs of the target demographic. Evaluate the effectiveness of these magazines in engaging their intended audience based on content relevance and appeal. 9. Bring to class (or have your students do so) several ethnic publications and discuss the differences in articles, advertisements, and layout from general audience media. Answer: Bring several ethnic publications to class and compare them with general audience media. Discuss differences in articles, advertisements, and layout, noting how ethnic publications cater to cultural values and preferences. Analyze how these distinctions reflect the target audience's needs and identities. Individual or Team Assignments 10. Ask students or a team to think of a product that they believe was specifically designed for and marketed to their age group. Why do they believe this? What is their reaction when they see either younger or older consumers using the product? Answer: Students should identify a product marketed to their age group and explain why it resonates with them. They should reflect on their reactions to seeing the product used by other age groups, noting whether they view it as age-specific or versatile. 11. Have students find good and bad examples of advertising targeted toward mature consumers. To what extent do these ads stereotype mature consumers? Do you think that mature consumers would like or resent the implications? Are there any elements in these ads that make them effective in reaching and persuading mature consumers? Explain. Answer: Find and analyze ads targeting mature consumers, noting both positive and negative aspects. Evaluate whether the ads reinforce stereotypes and whether mature consumers might find them appealing or off-putting. Discuss effective elements in the ads that engage this demographic. 12. Have students bring to class print ads which are aimed at tweens and show how these ads attempt to address tweens as consumers. Answer: Students should present print ads aimed at tweens, highlighting how these ads address tweens' unique interests and preferences. Analyze strategies used to connect with this age group effectively. 13. Ask students to select two product categories that appear to have good potential for sales to older people, but that are presently not marketed very well. Design a plan for more effective marketing to take advantage of this opportunity. Answer: Select two product categories with potential for older consumers but currently under-marketed. Develop a marketing plan that targets this demographic, addressing their specific needs and preferences to improve product appeal and sales. 14. Have the class prepare a list of celebrations that are oriented toward a particular subculture (e.g., Ramadan, Passover, Easter, St. Patrick's Day, etc.). Now have them ask a few people if they celebrate or commemorate these celebrations. What are the marketing implications? (Make sure that some of the people interviewed belong to the subcultures chosen.) Answer: Marketing Implications: When investigating subculture celebrations, it's crucial for marketers to understand how deeply these traditions are valued and incorporated into daily life. Tailoring marketing strategies to align with these celebrations can enhance engagement and relevance, but it's essential to approach with cultural sensitivity to avoid missteps or tokenism. 15. Ask each member of the class to identify one of the ethnic or regional group that they belong to and have them design a list of products or services that are purchased or used due to their membership. Answer: Products and Services: Members of ethnic or regional groups often seek products or services that reflect their cultural heritage, such as traditional foods, clothing, or festivals. These products cater to their cultural identity and help maintain traditions, offering insights into targeted marketing strategies for similar demographic groups. 16. Have students bring to class print ads aimed at a particular subculture and show how the ads attempt to address the group. Do the students think they are effective? Answer: Effectiveness of Ads: Print ads targeting specific subcultures should resonate with cultural symbols, values, and practices. Effectiveness depends on how well these ads align with the subculture’s identity and whether they reflect genuine understanding and respect. Student opinions can reveal whether these ads successfully engage or miss the mark. 17. Have students bring to class print ads aimed at addressing consumers as Canadians. Do the students think they are effective? Answer: Ads for Canadians: Print ads targeting Canadian consumers should reflect national values, cultural diversity, and regional characteristics. Effectiveness can be evaluated based on how well the ads connect with Canadian identity, address local preferences, and resonate with a broad audience across different regions. eLAB Individual Assignments 1. Go to www.alloy.com and www.teensplatform.com. These are portals geared toward teens. How do these sites differ from Yahoo or Google for information search, ecommerce, and the presentation of other information? Answer: Alloy.com and TeensPlatform.com focus on teen interests with a blend of entertainment, fashion, and social trends, offering targeted content and interactive features, unlike Yahoo or Google’s broad and neutral search functions. They cater to teen-specific needs, while Yahoo and Google offer a general information search and ecommerce experience. 2. Go to www.seventeen.com. Examine what is in style or “cool” for teens. How has style and “coolness” changed since you were a teen? What marketing efforts to persuade teens were used on the website? Did you find the style changes attractive and appealing? Explain your feelings. Answer: Seventeen.com showcases current teen trends, reflecting shifts in fashion and style since past decades. Marketing efforts often include influencer endorsements and trend-based content. Personal appeal varies, with some finding new trends exciting, while others may prefer nostalgic styles. 3. Go to www.tigerwoods.com. Tiger Woods has been lauded as a person who has broken the barrier of race in professional golf. His heritage is that of many different races. Find evidence on this website to support the concept of de-ethnicization. Answer: TigerWoods.com emphasizes Tiger Woods's achievements and broad appeal rather than focusing on his racial background. The website's content often highlights his universal success and contributions to golf, supporting the idea of de-ethnicization by portraying him as a global sports icon beyond racial categories. eLAB Team Assignments 1. Have your group explore www.starwars.com. How does this site make appeals to its selected audience? What are the strongest features of the website? Write a brief marketing plan for the website to attract more French Canadians, or Chinese Canadian visitors. Answer: StarWars.com engages fans with immersive content, interactive features, and updates on the franchise. Strong features include its rich multimedia, fan forums, and merchandise links. To attract French Canadians or Chinese Canadians, the marketing plan could involve localized content, language options, and culturally relevant promotions to enhance engagement. 2. Go to www.selectquote.com. Run a quote for at least two different types of life insurance for both a male and a female at 20, 40, and 60 years of age. Summarize the results. What are the differences and why do these differences exist? Discuss how companies could effectively target each age group. Answer: SelectQuote.com shows that life insurance quotes vary by age and gender due to risk assessments. Younger individuals and women generally receive lower quotes. Companies should tailor marketing strategies to each age group, emphasizing affordability for younger clients and value for older clients, while addressing gender-specific concerns. 3. Go to https://groups.yahoo.com/neo. Have your group join an online community. Over the next week, try to find out information about values from at least three different age cohorts. Prepare a paper that illustrates your findings and the methodology used. Would online communities be a good way to do research on consumers and their values? Explain. What would be the advantages and disadvantages of doing research in this way? What did your group learn from this online experience? Answer: Yahoo Groups can provide insights into values across age cohorts by engaging with different communities. Advantages include direct access to diverse opinions, but drawbacks include potential bias and limited generalizability. Online communities offer valuable, real-time feedback but must be used alongside other research methods for comprehensive results. 4. Go to http://www.bratz.com/. Have your group analyze how this popular toy site attempts to broaden its base to various ethnic groups. After analyzing the website, write a brief summary plan that demonstrates your group’s ideas for broadening the ethnic appeal of the website. Could the site appeal to religious groups? If so, how could this be done without offending existing and future customers? Explain. Answer: Bratz.com targets various ethnic groups through diverse character representations and inclusive marketing. To further broaden appeal, the site could incorporate religious symbols or themes carefully, ensuring respect and inclusivity without alienating existing users. This approach should be mindful of cultural sensitivities. 5. Visit http://www.carp.ca/and determine the issues of the senior citizen segment. Are there any to which marketers need to pay attention? Determine how marketers can address them. Answer: CARP.ca highlights senior issues like healthcare, retirement planning, and mobility. Marketers should address these concerns by offering products and services tailored to seniors’ needs, such as accessible technology and affordable healthcare options, enhancing their quality of life and engagement. PROFESSORS ON THE GO! Chapter Objectives
When students finish this chapter they should understand why: •Our memberships in age, regional, and ethnic subcultures often guide our consumption behaviours Assign students to interview a member of a subculture other than his or her own to discover what types of products or services are purchased because of membership in this particular group. What are some marketing implications? •Our identification with microcultures that reflect a shared interest in some organization or activity influences what we buy Have groups prepare a list of celebrations that are oriented toward a particular subculture (e.g., Ramadan, Passover, Easter, St. Patrick’s Day, etc.). Now have them ask a few people if they celebrate or commemorate these holidays. What are the marketing implications? (Make sure that some of the people interviewed belong to the subcultures chosen.) Have students interview a member of an ethnic or regional subculture to see if the person can identify additional subcultures within the subculture. What are the subtle differences and are any of these significant to marketers? Assign student groups to visit two local supermarkets to find out if either has segmented their market on the basis of the subculture or ethnic background of their customers. How many subcultures are recognized by each supermarket? Have the students talk to the store manager if possible. Have individual students bring to class print ads aimed at a particular subculture and show how the ads attempt to address the group. Do the students think they are effective? •We have many things in common with others because they are about the same age Choose a basic product that is used by people of all age groups (soft drinks, toothpaste, automobiles, etc.). Identify different brands of this product that target different age groups (Gen Yers, Gen Xers, Boomers, seniors). Identify key differences in the product itself as well as in how these brands are promoted, priced, and distributed. Have student groups interview men from different age groups (older than 60, 40- 60, and 30-39, and 18-29). Ask them about how they watch sporting events. Do they have a preferred ritual (place to watch, with someone or alone, certain food items, etc.)? What are the similarities and differences? What are the implications of these results for the sports teams, networks, and other products mentioned by the respondents? •Marketers employ different tactics when appealing to different age subcultures Have students bring to class print ads that are aimed at a particular age group and show how these ads attempt to address that group. •Regional segmentation refers to dividing the market based on geographic location Have students bring to class print ads that utilize an element of Canadian identity. •Many marketing messages appeal to ethnic identity Bring to class (or have your students do so) several ethnic publications and discuss the differences in the articles, advertisements and layout from your general audience media. •The two largest ethnic groups in Canada are British and French, although other ethnic subcultures are also important targets for marketers Assign a student group to interview an account executive from an advertising agency and ask this person about marketing to ethnic subcultures, particularly the French Canadian and Chinese Canadian markets. Among other things, have them question the person on whether they see a line between marketing responsibly to such groups and carrying out racial stereotypes. ENDNOTES i Stuart Elliott, "Mass-Marketing to a Nation That Thinks Middle-Aged," New York Times (June 11, 1992): D20; Jim Kirk, Bud Tries to Bridge Generational Gap, Adweek (September 14, 1992): 4. ii Michael B. Mazis, Debra Jones Ringold, Elgin S. Perry, and Daniel W. Denman, "Perceived Age and Attractiveness of Models in Cigarette Advertisements," Journal of Marketing 56 (January 1992): 22-37. iii Norman Cohen and Clive Cook, “The planet is ever greyer: but as longevity rises faster than forecast, the elderly are also becoming healthier,” Financial Times, January1 19, 2004: 11. iv Michel Laroche, Annamma Joy, Michael Hui, and Chankon Kim, "An Examination of Ethnicity Measures: Convergent Validity and Cross-Cultural Equivalence," Advances in Consumer Research 18, eds. Rebecca H. Holman and Michael R. Solomon (Provo, Utah: Association for Consumer Research, 1991): 150-57. Solution Manual for Consumer Behaviour: Buying, Having, Being Michael R. Solomon, Katherine White, Darren W. Dahl 9780133958096