Chapter 13 此下载文件来自于东莞台商信息网 www.3722. (大量管理资料下载) Income and Social Class Income Patterns The average American’s standard of living continues to improve and can be linked to: Women’s roles in the workplace - women are obtaining more high-paying occupations, and Increases in the attainment of education - college graduates earn 50% more than high school grads. Consumer demand for goods and services depends on ability and willingness to buy . Discretionary Income is the money available to a household over and above that required for a comfortable standard of living. Consumers tend to equate money with security and comfort and they are anxious about holding on to what they have. Consumer Confidence Consumers’ beliefs about what the future holds is an indicator of Consumer Confidence. Reflects the extent to which people are optimistic or pessimistic about the future health of the economy. When people are pessimistic about their prospects, they tend to cut back their spending and take on less debt. When they are optimistic about the future, they tend to reduce the amount they save, take on more debt, and buy discretionary items. Chapter 14 Ethnic, Racial, and Religious Subcultures Subcultures and ConsumerIdentity Ethnicity and Marketing Strategies Ethnic and Racial Subcultures Ethnic and Racial Stereotypes Many subcultures have powerful stereotypes associated with them which can be positive or negative. The use of subtle (and sometimes not so subtle) ethnic stereotypes in movies illustrates the media’s involvement. New Ethnic Groups New immigrants are likely to be Asian or Hispanic and are best marketed to in their native language. They tend to cluster together geographically which makes them easy to reach. African American Subculture African Americans comprise a significant racial subculture and account for 12% of the U.S. population. Black/ White consumption differences that marketers should be aware of include, African Americans buying: only 2% of trucks and vans; 25% on mass transit, 10% of TV’s, radios, and sound equipment, 17% of all encyclopedias and reference books, 28% more than other American consumers on baby products, 27% more cooking ingredients than average, more than 50% of the cognac, 19% of the market for toiletries and cosmetics and 34% for hair care products, .......