Consumer Beh ch 5

a segment of a larger culture whose members share distinguishing values and patterns of behavior.

• African Americans
• Hispanics
• Asian Americans
• Native Americans
• Asian-Indian Americans
• Arab Americans

those subcultures whose members’ unique shared behaviors are based on a common racial, language, or nationality background.

• $799 billion in buying power
• Expected to grow by more than 30% over the next five years
• African Americans are younger than the white population
• Tend to have less education and lower household income levels
• 1/3 of black household incomes >$50,000.

• $798 billion in buying power
• Expected to grow by 50% by 2011
• Income, education, language, and identification with Hispanic culture change across generations

• Highest educated and the highest income group
• Purchase power is $427 billion
• Expected to grow by 46% by 2011
• Most diverse group, with numerous nationalities, languages, and religions

• Approximately 550 Native American tribes
• Limited incomes
• $54 billion in buying power
• Expected to grow by 35% by 2011

• Well educated, affluent, and fluent in English
• Retain cultural ties to their Indian background

• Somewhat younger then the general population
• Better educated, and have a higher than average income

• climate conditions
• natural environment and resources
• significant social and political events