MKTG 471 Lecture Notes - Lecture 17: Brand Equity, Clorox, 7 Up
19 May 2018
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Marketing 471 Lecture 17
subculture
a group of individuals whose characteristics, values, and behavioral patterns are similar within
the group and different from those of people in surrounding culture.
ex. west coast, teenage, asian Americans, college student.
african American subculture
12.6 percent of population. spend much of their money on depreciable products like phone
services, children clothing, and shoes.
buying power is 1.2 trillion
hispanic subculture
16.3 percent of the population.
buying power 1.5 trillion.
encompasses people from many places.
spend more of their income on groceries, phone services, clothing, shoes. spend less on health
care, entertainment, and education
asian American subculture
includes people from more than 15 ethnic groups.
emphasis on hard work, strong family ties, and high value placed on education
buying power 775 billion
consumer misbeahvior
behavior that violates generally accepted norms of a particular society.
consumer fraud, stealing software, or music.
find more resources at oneclass.com
find more resources at oneclass.com
