Chapter 13
Some subcultures to which I belong include African Americans, Hispanic Americans, and Asian Americans. I am affiliated with all these subcultures because my family is a blend of many cultures. I identify with African American culture because of my consumer behavior, which is very important. My spending patterns roughly equals that of my white friends. As for my Hispanic American culture, I identify with it in the sense that we often go shopping as a family, since it is a family affair. Besides, we shop more on groceries, as is the case with most Hispanic Americans. My Asian American subculture connects with the fact that I come from an affluent family, and I am well educated. I am very conscious of the brands that I choose, but I will not promise that I will choose the same brand next time.
I would advise the people who have children to shop for a lot of groceries because no one wants to run out of groceries when the children are in the house. For the ones who do not have children, they should not shop for a lot of groceries because they may go wrong. These people do not consume much food compared to the ones who have children. For cars, I would advise both subcultures to buy them depending on the capacity that they will carry at any given time. The people who have children will need a bigger car than the ones who do not have children. The people who have children will spend a lot on vacation than the ones who do not have children. Thus, it is essential to save a lot towards this venture in case people intend to go on vacation with their children.
It is practical to assume that people who are over 60 years constitute a large consumer market. The people are in their old age, and they suffer from diseases that are related to their age. The marketer can segment this age subculture in terms of the product they buy, which includes medicines and supplements. Generation Y consumers are fascinated with electronic communication gadgets like smartphones and laptops. They always have the trend of purchasing these gadgets more frequently than expected. The other consumer trend of this generation is spending a lot of money on fashion. They buy clothes more often than anything else because they want to look good.