Tapping the Ethnic Housing Market

In: Business and Management

Submitted By lorikat15909
Words 1938
Pages 8
Case Study: Tapping the Ethnic Housing Market
MKT 87505 – Consumer Behavior Theory & Analysis
California Southern University
Case Study: Tapping the Ethnic Housing Market “A subculture is a segment of a larger culture whose members share distinguishing values and patterns of behavior,” (Hawkins & Mothersbaugh, 2010, page 156). Subcultures are frequently encountered in America due to the ‘melting pot’ nature, continual immigration into the United States, and various religious and ethnic viewpoints experienced in modern day society. A collision of all these subcultures in America has led to difficult marketing approaches to address both the core values and norms of the American culture and unique market behaviors, values, and norms that may be specific to other subcultures. In the case study, “Tapping the Ethnic Housing Market,” Fannie Mae evaluated ethnic groups to determine the different perceptions associated with the home-buying process (e.g. reason to purchase a home, knowledge about the overall purchasing process, and confidence in the process). The case study will discuss the opportunities and challenges facing housing lenders and real estate agents today based in the perceptions of each ethnic group.
“Ethnic subcultures are those whose members’ unique shared behaviors are based on a common racial, language, or national background,” (Hawkins & Mothersbaugh, 2010, page 158). The Fannie Mae case study analyzes the different perceptions of the home-buying process among the general American population, African Americans, English Hispanics, and Spanish Hispanics. When considering the first factor, home-buying reasons, a small amount of every population saw ‘Safe Investment with Potential’ as the key reason to purchase a home. The top reasons to purchase a home were identified as ‘Renting is Bad’ (general population) and ‘Feeling of Ownership’…...

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