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Business & Marketing
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English (U.S.)
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Topic:

Marketing to subcultures: Business & Marketing Essay

Essay Instructions:

Locate a research study regarding marketing to subcultures. You must use any of the following journals using the FIU Library e-journal database (https://browzine(dot)com/libraries/314/subjects): Journal of Consumer Research, Journal of Research in Interactive Marketing, Consumer Culture Theory, Journal of Consumer Behaviour, Journal of Behavioral Studies in Business, International Journal of Marketing Studies , International Distribution and Consumer Research, Journal of Marketing and Consumer Behavior in Emerging Markets, Journal of Consumer Marketing, Journal of Consumer Culture or Research in Consumer Behavior.
Post a summary of conclusions (300 words) and citation of a research article. Remember, the topic needs to be marketing to subcultures. You can use any of the following populations.
African-Americans
Hispanics
Native Americans
Asian Americans
Asian Indian Americans
Arab Americans
Religious Subcultures
In addition to the summary, explain if marketing has the responsibility or not to influence cultural values? Use specific examples to support your position.
Provide the full citation of the article with journal title, authors, article title, volume, date, page number, issue, and year.

Essay Sample Content Preview:

Marketing to subcultures
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Summary and Conclusion
In Dillahunty & Seo's (2019) article, "clothing involvement profiles of African-American college students for marketing strategies," the researchers highlighted that African-American college students have a higher involvement than other groups in clothing shopping behaviors. High-oriented clothing involvement makes them unique as they are more sensitive to changes in fashion and more open to new styles. The research also showed that the consumers want to reveal their identity, and images influence their clothes choice. Evaluating what affects purchasing decisions is necessary to improve African-Americans' marketing as customer preferences partly depend on their needs and wants.
The research findings are based on 240 completed surveys from respondents where the researchers mainly focused on the apparel shopping experiences and behavior (Dillahunty & Seo, 2019). While 62.5% of the respondents were female, the results highlight that marketers prioritize product attributes and information sources when marketing clothes to y...
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