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Influence of Subculture on Consumer Behavior
What is culture and subculture?
Culture
It is a detailed examination of the character of the total society, including such factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. In a sense, culture is a society’s personality. Culture is the sum total of learned beliefs, values, and customs that server to direct the consumer behavior of members of a particular society.
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Subculture
It is a distinct cultural group that exists as an identifiable segment within a larger, more complex society.
Relationship between culture and subculture
Sub cultural traits Of easterners (east of the Mississippi river
Dominan t cultural Traits of U.S Citizens
Sub cultural Traits of westerners (west of Mississippi River)
Subcultures . . . . . . a subdivision of a national culture that is based on some unifying characteristic. . . . members share similar patterns of behavior that are distinct from those of the national culture.
Sub Culture Categories 1. Nationality 2. Religion 3. Geographic region 4. Race 5. 6.
7. 8. 9.
Age Gender Occupation Social class Ethnicity
Examples Jamaican, Vietnamese, French Mormon, Hindu, Catholic Northeast, Southwest etc. Asian, Native American, Caucasian. Senior citizen, teenager Female, male Bus driver, scientist, engineer. Lower, middle, upper. Similar values and customs.
AGE SUBCULTURE
Important shifts occur in an individual’s demand for specific types of product and services as he/she goes from being a dependent child to a retired senior citizen.
The consumption pattern and the buying behavior of person changes according to age(from childwood to senior citizen)
SUBCLUTURE cont.. Thus age subculture is divided into four age group……..
Generation Y (8-24)
Generation X (24-38)
Baby boomers and (38-55)
Older(senior) (<55)
Generation Y (8-24)
Also known as echo boomers & millennium generation Further divided into 3 subsegments Gen Y adults(24-19),Gen Y(18-13) teens,Gen Y kids( 128) Pragmatic,savvy,socially & environmentally aware and open to new experiences Grown up in a media-saturated environment Aware of market hype Spend great deal of time on internet
Generation X (24-38)
Also referred as Xers,busters,or slackers Job satisfaction is typically more important than salary Not interested in long term empoyment winth in single company Perfer enjoying life,freedom & fiexbility Meterialistic in nature Prefer sincerity in advertisment
Gen X cont.. Therefore advertisements to this audience must be focus on their
style in music,
fashion and
language
Baby boomer Generation (38-55)
Consumption oriented – they enjoy buying for themselves,for their homes or for other
The nature of product & service they most need or desire changes e.g --- insurance,investment
They associated themselves with status brand names such as BMWs,Rolex watches
Focus on physical fitness,planning for second carrers etc.
Comparison THEMES
GEN Y
GEN X
BOOMERS
Purchasing behavior
Savvy, pragmati
Materialistic
Narcissistic
Technology
Computer in every home
Microwave in every home
TV in every home
Price-quality attitude
Value oriented
Price oriented
Conspicuous
Attitude towards brand
Brand embracing
Against Branding
Brand loyal
Behavior towards ads
Rebel against hype
Rebel against hype
Respond to image building type
Older Generation (<55)
Also known as elder consumer/elderly market Divided into three chronological age categories the young-old (65-74),the old (75-84) & the old-old (≤84) Mostly consume long term durability product and give important to quality of life Want “right” kinds of product and services using the “right” advertising e.g lays
Gender as a Subculture
All societies tend to assign certain traits and roles to males and other to females.
Within every society it is quite common to find products that are either exclusively or strongly associated with the member of one sex.
Racial Subculture
The major racial subculture in U.S. are African American, Asian American and American Indian.
These groups have different lifestyle and consumer spending patterns.
Geographic and Regional Subcultures . . . have distinct lifestyles resulting from variations in climate, culture, and ethnic mix of people.
Religious Subculture
The member of particular religious group at times are likely to make purchase decision that are influence by their religious identity.
Consumer behavior is directly affected by religion in terms of product that are symbolically associated with a celebration of various religious holidays.
Nationality Subculture
The people of different nation have different buying behavior .
HISPANIC Subculture
Americans born in U.S. and other Americans who have come from other country, there is frequently a strong sense of identification and pride in the language and customs of ancestors this guide their buying behavior .