A PRESENTATION ON SUBCULURE OF CONSUMER BEHAVIOR Presenter: SNN Student ID: 01910035216 Course: Consumer Behaviour Course Code: E-515 Department of Marketing, University of Rajshahi, 6207 Rajshahi 6207 19-10-2019 Presentation Topics • • • • • Definition of Subculture Nationality and Religious Subcultures Geographic and Regional Subcultures Racial and Age Subcultures Gender In form of Subculture Relationship Between Culture and Subculture Definition of Subculture: Sub Culture is A distinct cultural group that exists as an identifiable segment within a larger, more complex society. Relationship Between Culture is given as: Examples of Major Sub Cultural Categories Nationality: Greek, Italian, Russian Religion: Catholic, Hindu, Mormon Geographic: region Eastern, Southern, western Demographic: Race: African American, Asian, Caucasian Age: Teenagers, elderly Gender: Female, male Occupation: Bus driver, cook, scientist Social Class: Lower, middle, upper Studying Traditional Characteristics of Hispanic Subculture and Market Traditional Characteristics of Hispanic Subculture & Market given by following points: –Stronger preference for well-established/known familiar brands –Some are shifting food shopping to non- ethnic American-style supermarkets –Youths are more fashion conscious than non-Hispanics to be more Studying Traditional Characteristics of Hispanic American Market Prefer well-known or familiar brands Buy brands perceived to be more prestigious as well fashion conscious Historically prefer to shop at smaller personal stores Buy brands advertised by their ethnic-group stores .Tend not to be impulse buyers (i.e., are deliberate) Increasing ly clipping and using cents-off coupons likely follow parents tradition Prefer fresh to frozen or prepared items Tend to be negative about marketing practices Religious Subcultures: Religious Subcultures: • 200+ organized religious groups in the U.S. • Primary organized faiths include: – Protestant and Roman Catholicism Consumer behavior is directly affected by religion in terms of products that are symbolically and ritualistically associated with the celebration of religious holidays. Regional Subcultures Many regional differences exist in Consumption Behavior given as follows: Westerners have a mug of black coffee Easterners have a cup of coffee with milk and sugar White bread is preferred in the South and Midwest Rye and whole wheat are preferred on the East and West Coasts Major Age Subcultures Major Age Subcultures are divided into 4 groups: Generation X Market Generation Y Market Seniors Market Baby Boomer Market Segments of Gen X and Y Sub Segments of Gen Y Gen Y Adults Gen Y Teens Gen Y Twins The Twister span Gen Y and Gen X and 21-29 years old Generation X: Born between 1965 and 1979; post baby boomer segment (also referred to as busters). Generation Y: Born between 1977 and 1994; also called echo boomers and millennium generation. Baby Boomers: Individuals born between 1946 and 1964 (approximately 45 percent of the adult population). Consumer Electronics Products Women Are Most Interested in Buying Gender In form of Subculture Understanding Gender as a Subculture • Roles of Gender in Consumer Behavior – Masculine vs. Feminine Traits • The Working Woman – Segmentation Issues Shopping Patterns • Four Segments: – Stay-at-Home Housewives – Plan-to-Work Housewives – Just-a-Job Working Women – Career-Oriented Working Women Segmenting the Working Women Market • • • All consumers are simultaneously members of more than one subcultural segment (consumer may be a young, Hispanic, Catholic homemaker living in the Midwest). For this reason, marketers should realize how multiple subcultural memberships interact to influence target consumers’ relevant consumption behavior. Promotional strategy should not be limited to target a single subcultural membership. The End • • For this reason, marketers should strive to understand how multiple sub-cultural memberships interact to influence target consumers’ relevant consumption behavior. Promotional strategy should not be limited to target a single subcultural membership.
