Describe the buying behavior, characteristics, and media habits of different subcultures in the United States

Question

What will be an ideal response?

Answer 1

Many subcultures make up important market segments, and marketers often design products and marketing programs tailored to their needs. Examples of three such important subculture groups are Hispanic American, African American, and Asian American consumers.

Hispanics represent a large, fast-growing market. Although Hispanic consumers share many characteristics and behaviors with the mainstream buying public, there are also distinct differences. They tend to be deeply family oriented and make shopping a family affair — children have a big say in what brands they buy. Older, first-generation Hispanic consumers tend to be very brand loyal and to favor brands and sellers who show special interest in them. Younger Hispanics, however, have shown increasing price sensitivity in recent years and a willingness to switch to store brands. Hispanics are also more active on mobile and social networks than other segments, making digital medium ideal for reaching this segment. Hispanics are typically more active on mobile and social networks than other segments, making digital medium ideal for reaching this segment. The African American population is growing in affluence and sophistication. Although more price conscious than other segments, blacks are also strongly motivated by quality and selection. Brands are important. African American consumers are heavy users of digital and social media, providing access through a rich variety of marketing channels. Asian American consumers are the most affluent U.S. demographic segment and are the second-fastest-growing population subsegment after Hispanics. They are also a diverse group like Hispanics, but a notable difference is that they speak several different languages. As a group, Asian American consumers shop frequently and are the most brand conscious of all the ethnic groups. They can be fiercely brand loyal.