Consumer Behaviour Part 2

What is the most striking characteristic of Asian Americans?

Relative to Hispanic and African American households, Asian American households are more likely to ________.

Which of the following is true of the consumer behavior of African American consumers?

African American consumers prefer generic products

African Americans are not brand loyal

African Americans tend to buy high fashions and name brands as "signals of their success"

African American teens spend less on clothing and fine jewelry than other U.S. teens

African Americans tend to make fewer trips to the grocery store during the course of the week.

Which of the following is true of African Americans in relation to marketing and media?

African American adults tend to place a great deal of trust in African American-centric media.

Major advertisers targeting the African American market find specialized agencies to provide no benefit over general advertising agencies.

Personal grooming and food products targeted to African Americans are best advertised through mass media.

African Americans typically spend less time watching television than Caucasians

Few African Americans believe that most advertising is targeted to white people.

On a percentage basis, which of the following is the fastest-growing American minority?

________ are considered to be largely family oriented, highly industrious, and strongly driven to achieve a middle-class lifestyle.

The subculture that is furthest from being homogeneous is the ________ subculture.

Protestant denominations, Roman Catholicism, and Judaism are the principal organized subcultures based on ________.

The South and Midwest prefer white soft bread; the East and West coasts prefer firmer breads. This is an indication that marketers must recognize ________ subcultures.

________ are examples of subcultural categories based on geographic region.

The fact that Skippy peanut butter is preferred on the coasts, and Jif is preferred in the South and Midwest, is an indication that marketers must research ________ subcultures.

The availability of ________ has allowed marketers to reallocate resources (e.g. Moving inventory around the country and shifting ad expenditures) geographically in order to increase the profitability of brands.

________ are examples of subcultural categories based on age.

Also known as the “Homeland Generation” and “Digital Natives,” members of the ________ subculture were born between 1997 and today.

Also known as “echo boomers” and “millenials,” members of the ________ subculture were born between the years 1980 and 1996.

The age subculture that is most likely to use cell phones and text messaging is the ________ subculture.

The globally aware, charitable segment of Millenials that is characterized by a belief that they can have an impact on the world and make it better is known as ________.

The comfort-seeking segment of Millenials that does not buy green products and cares mostly about their businesses and their families is known as ________.

Consumer Behaviour Part 2

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