MKTG 425 Lecture Notes - Lecture 9: Gender Identity, Midlife Crisis, Disposable And Discretionary Income
30 Mar 2017
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How do ppl from other subcultures get integrated into american culture. Pick up their ethnic products and they become mainstream. 14%+ of us pop or 45+ million. Don"t feel you need to market products any differently. Used to but don"t so much anymore. Opposite of african americans, marketers feel they can target them separately and differently for the following reasons: Highly concentrated geographically by country of origin. 17. 6% of population of 56. 6 million the biggest ethnic sub group. Regard clothing children in nicer attire as matter of pride. Video: shows they are concentrated in 5 states. Most affluent and best educated *money and love brands* Most brand-conscious but least brand loyal (middle level so can be swayed) Made up of culturally diverse subgroups that speak many different languages/dialects (so not that easy to do or target bc they don"t speak same languages or view products the same way)
