Here’s a look at examples of consumer subcultures based on ethnicity and

nationality:

 ✓ Hispanic consumers: This subculture represents Americans of Cuban,

Mexican, Central American, South American, and Puerto Rican descent.

They buy approximately $425 billion in goods and services each year

and have long been a target of marketing for food, beverage, and house-

hold products in the United States.

 ✓ African American consumers: Although this subculture has proven to

be more price conscious than other segments of the American consumer

population, members are strongly motivated by quality and selection.

They display strong brand loyalty and do less shopping around.

 ✓ Asian American consumers: This segment is the fastest growing con-

sumer subculture and the most affluent one in the U.S. The group now

numbers more than 10 million and has a disposable income of $229 bil-

lion per year