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The U.S. population divided into consumer groups based on several types of microcultures are: regional, sex role, age-based, generation, religious, ethnic, income/social class, and street microcultures.
Regional Microculture
Regional Microculture
The book The Nine Nations of North America identifies nine geographical regions that are supposed to share similar consumer value profiles and preferences.
These nine regions do not neatly fit with conventional regional distinctions. This concept is displayed in Exhibit 10.2.
The Borderland region, not covered in the original Nine Nation approach, is receiving marketers' and researchers' attention.
The regional differences and preferences among U.S. consumers is presented in Exhibit 10.3.
Sex-Roles and Microculture
Sex-Roles and Microculture
Sex roles refer to the societal expectations for men and women among members of a cultural group.
Societal Role Expectations
Responsibilities can vary among culture for tasks such as child care and household cleaning.
Marketers should be aware of these relative sex roles within societies as the purchasing responsibilities shared will differ from culture to culture.
Male and Female Segments
Marketing communication is often directed either toward a male or a female market segment.
Marketers can sometimes reach out to the opposite sex in contrast to their role expectations. They keep in mind that information processing is different between men and women.
Generally, men tend to follow cognitive structuring, a term that refers to the reliance on schema-based heuristics in decision making.
Women tend to process information in a piecemeal fashion.
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