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Sub-culture


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Definition of Subculture

Subculture is define as groups that share the values

and artifacts of the larger society, but also havedistinctive practices, preferences and beliefs.

Subculture may be termed as cultural segmentation.

Subculture is a part of main culture.

Composed of two distinct elements


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Categories Examples

Ethnic (Ancestors birthplace)Religious

Regional

Age

Gender

Occupation

Social Class

English, Chinese, ArabMuslim, Hindu, Christian

Northern, Southern

Teens, Middle aged, Elderly

Male, Female

Teachers, doctors, Farmers

Upper, Middle, Lower

Major Sub-cultural Categories


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01

Consumer Behavior

Reference Group


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02

Definition of Reference Group

A reference group is any person or group that

serve as a point of comparison or reference foran individual in forming either general or

specific values, attitude or a specific guide for

behavior.

It may mean a group with which one compare

him in making a self- judgment.


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Types of reference groups

Normative reference group influence

generally or broadly defined values orbehavior.

Comparative reference group serve as

benchmarks for specific or narrowly defined

attitude or behavior.

Referencegroups

Secondary

Primary


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The group with which the person has regular face

to face association and contact and whose value,

attitude, & behavior he or she follows. It includes

family, peer-group etc.

A primary group exerts the greatest and most

widespread impact on consumer buying

behavior.

Primary Reference Group


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Characteristics of Primary

reference group

Small in size and contain informal relationship

Tend to have more influenced

Free and extensive communication

Relationship among the members is personal

and involve emotion.

Cease or develop relationship as a member isdifficult.

Involves whole personality of an individual

Influenced individual in day to day decision


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Secondary reference group

Consist of those individuals or groups withwhom a person does not have direct face to face

contact.Maintain relatively impersonal and formalizedrelationship among the members.

People of different geographic areas or different

culture may be the member of same secondaryreference group.

It includes political leaders, sports heroes,TVpersonalities, Movie stars or even well dressed

and interesting looking people in the street.


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Factors affecting reference

group influence

Information and experience

Credibility, attractiveness, and power of the

reference groupConspicuousness of the product

- Visually

- Verbally

- especially conspicuousness

- privately consumed

Similarity in occupation

Result of the group interaction


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Consumer behavior

Culture


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Culture is a pattern of learned behavior which areheld in common & transmitted by the members of

any given society.A culture is the complex of values, ideas, attitudeand other meaningful symbols created by people toshape human behavior and the artifacts of that

behavior as these are transmitted from onegeneration to the next.

Culture consists of those behaviors of a societywhich are well established or accepted by themajority members of that society.

Definition of Culture


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Definition of Culture

Culture is the sum of the values, rituals,symbols,

beliefs and thought processes that are learned

and shared by a group of people and transmitted

from generation to generation.

Dutch management professor Geert Hofstederefers to culture as the softwareof the mindand

argues that it provides a guide for humans on how

to think and behave.


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Origins, Elements, and Consequences

of Culture

Geography

(Climate, topography, flora, fauna, microbiology)

Technology and political economy

History

Social Institutions

(family, religion, school, media, government, corporations

Elements of Culture

(values, rituals, symbols, beliefs, thought processes)

Management styleConsumption decisions and

behavior

Peers

Origins

Consequences

Imitation

Adaptation

So

cialization/acc

ulturation

Application


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Characteristics of Culture

Culture satisfy needs;

The invisible hand of culture;Culture is learned;

Culture is shared;

Cultural is dynamic;


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Formal learningInformal learning

Enculturation vs. Acculturation

Enculturationlearning of ones own cultureAcculturationlearning of foreign culture

Way of cultural learning


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Components of Culture

Cognitive ComponentMaterial Component

Normative component


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Cognitive Component

Relating to peoples knowledge aboutthe creation and existence of the

universe.


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Material Component

Consists of all the tangible things that

human beings make and use.


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Normative component

Consists of the value and rules bywhich a society directs peoples

interaction.


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Useful concepts of cultural

analysis

Cultural SymbolismCultural Relativism

Cultural Change


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Cultural Symbolism

Defined as the sign or representation ofsomething moral or intellectual by image or

properties of natural things.

Symbols are two types

Referential - indicate specific objects.

Expressive - carry different meaningin different cultures.


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Cultural Relativism

The tendency to view and judge other

culture by the standards and context ofones own culture is known as

ethnocentrism


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Cultural Change

Technological change

Conflict between existing values Exposure to another cultures values

Dramatic events


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Product problem

Promotion ProblemPricing and distribution problem

Marketing Mistakes :

A failure to understand cultural difference


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Security and MobilityPersonal Life

Affiliation and Social Acceptance

Power and achievement

Management objective and aspirati


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Cultural ImperativesCultural electives and

Cultural Exclusive

Degree of adaptation


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Cross cultural study

Cross cultural study is the systematic

comparison of similarities and differences ofvarious culture.

Cross cultural study help marketers makingproper adaptations in product, pricing,distributing and promotion policies.


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The answer of the following questions help themultinational marketer to adapt with the new

culture.Is the geographic area homogeneous orheterogeneous with the respect ?

How does the cultural setting influence ordetermine product and service needs?

What needs can this product or a version of it fillin this culture or how could it be adapted to do so?

Adaptation with foreign cultural


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Can enough of the group(s) needing afford theproduct?

What value or pattern of values are relevant tothe purchase and use of this product?

What is the distribution, political and legal

structure concerning the product?

In what ways can we communicate about thisproduct

Adaptation with foreign cultural

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