Culture refers to the set of values, ideas and attitudes that are accepted by a homogeneous group of people and transmitted to the next generation. Subculture refers to the norms and values of subgroups within the larger or national culture. African American, Hispanics, and Asians represent sizable subcultures. It is inappropriate to think in terms of stereotypes when marketing to these subcultures. While price-conscious, they are motivated by product quality and choice.
Current research indicates that stereotypes are misleading.
Marketing to Hispanics has proven to be a challenge because of the diversity of this subculture and language. Asians are the fastest growing subculture in the United States. The growth of this subculture is due primarily to immigration. Like Hispanics, Asians represent a diverse subculture including Chinese, Japanese, Asian-Indians, and many other nationalities.