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Understanding characteristics of these subcultures is greatly beneficial in explaining consumer behavior and predicting their decision making.
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According to Kotler et al. (2017), subcultures are groups of people who share value systems based on their similar life experiences and situations. Three examples of subculture related to racial groups include Hispanic, African American, and Asian consumers who can be important market segments that businesses aim to target. Understanding characteristics of these subcultures is greatly beneficial in explaining consumer behavior and predicting their decision making. The following files are market reports of the three subcultural segments in recent years:
Hispanic American Download Hispanic American
African American Download African American
Asian American Download Asian American
In this week discussion, select one of subculture groups of interest above, based on which do additional research if needed and discuss about these following points:
1. How do you assess about the potential of your selected subculture segment to hospitality and travel industry?
2. How does your selected subculture group differ from others in terms of consumer buying behavior?
3. Imagine that you are a hospitality or travel marketer, suggest an idea to attract effectively the subculture market you chose (You may think of a practice in marketing mix 4Ps: product, price, place, or promotion)
Your answer to each question must be a minimum of 150 words in essay writing style.
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