INFLUENCE OF SUBCULTURE ON CONSUMER BUYING BEHAVIOUR
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TOP 20 POINTS OF SUBCULTURE
2.
If you divide the total culture in to small homogeneous groups,
which may be reached with a distinct marketing mix, you can call each part a
subculture.
3.
Members of a sub-cultural group must share behaviors that differ
from those of the larger or dominant culture of a country. You can call a group
or segment a subculture only when members of that group display a behavior
pattern different from other groups.
4.
Subculture. It is thus a segment of the culture that shares
distinguishing patterns of behavior.
5.
Subculture is a part of the culture containing the important
features of the main culture.
6.
Not everyone in the same country or society shares the same
behavioral pattern of the dominant or main culture. It clearly indicates that
there are subcultures, such as those of northerners, southerners,
city-dwellers, the poor, teen agers, elderly, religious groups and so on
7.
Each subculture, like a larger culture, has distinctive values, beliefs,
and attitudes that the marketer must understand if he is effectively to exploit
them.
8.
The segments may be based on many variables. Some of the variables noteworthy
to mention could be income, religion, region, occupation etc. Because of one’s belongingness
to a particular segment, he could display a different behavioral pattern. These
behavioral differences may be well understood by a term known as subculture. In
very much the same way as a culture is oriented around the common needs and
problems of its members, so a subculture may be said to form around the common
needs and problems of a social class.
9.
The behavior patterns that distinguish subcultures are based on factors
such as race, nationality, religion, urban and rural identification and so on.
10.
ethnic groups may lose their nationality over time, but in fact
ethnic identification is held from one generation to the next through a number
of institutions.
11.
Regional Subculture- One could be based on geographic region of the
country and other could be based on urban, suburban or rural distinction. “Different
geographic regions of the country pose different problems that consumers must
solve. The most obvious of these are the climatic conditions. Climatic
conditions influence home construction, clothing requirements, and recreational
opportunities to name but a few.
12.
Subculture Based on Gender Difference - Subculture may also be
formed based on gender difference, such as subculture of males and subculture
of females. Since every society emphasizes distinct, specific roles for men and
women, they are likely to behave differently.
13.
Subculture Based on Social Class - Social class may also be used as
a determinant of subcultural differences.There could be subculture of the
well-offs, subculture of the middle class,
14.
Subculture Based on Age - It is likely that those who belong to the teen age group will
behave quite differently than those of middle age or elderly. Because the
outlooks, experiences, attitudes and other aspects vary among people of
different age groups, their consumption patterns are likely to vary.the
teen-agers are likely to be influenced more by popular heroes and heroines and
will display more materialistic life styles
15.
Occupational Subculture- People of different occupations may
constitute occupational subcultures, such as subculture of the doctors,
subculture of the lawyers, subculture of the teachers, subculture of the
engineers, subculture of the defense personnel.
16.
Singles Subculture- The singles subculture consists of unmarried
individuals. This subculture is found to be increasing particularly in the
urban and semi-urban areas. The size of this subculture is gradually becoming
prominent to call a special marketing attention
17.
Rich will be very selective in their purchases; people of the
middle class will have substantial control over their consumption decisions;
poors on the otherhand will be very careful and cautious in taking their
purchase decisions.
18.
Marketers must recognize that even though their operations are
confined to a particular country, or a division or district, or even to one
city, subcultural differences may dictate considerable variations in what, how,
and when people buy.
19.
Marketers should also keep in mind that, like culture, subcultures
also change. Therefore, continuous monitoring of subcultural characteristics
may help marketers bring appropriate and
timely changes in their marketing strategies to make them more market oriented.
2.
Businessmen living in the old part of Delhi, cinema artists, and
people living in the urban slums are all examples of subcultures.
3.
A Indian, for example, migrated to US/ USA/ AMIERICA from district
(Tamlnadu) ‘X’ will not have the same food habit as one migrated to the same
India from district (Punab) ‘Y’from India.
4.
there exists a northerners’ market that is distinct from
southerners’ market.
5.
Eating Habits and recipes, preferences, choices of food items of
every states in India are different.
6.
Islam is the dominant religion in the culture of Bangladesh; Sunni,
Shiaa, and Baahaai, for example, may be viewed as subcultures within the larger
Muslim culture here in Bangladesh.
7.
Each Indian is, in large
part, a product of the Indian way of life. Each Indian, however, is at the same
time a member of various subcultures. A 16-yearold boy, for example, may
simultaneously be a Hindu, a ‘Rajput’, and a teenager.
8.
A Indian visiting to a foreign country may be considered similar to
other Indian by a local individual. The same Indian may have a different and
complicated identity here in India. He may be one belonging to the northern
part of India, a Hindu, Muslim, Christen, Parsi, Boudh, Jain Bengali, Marwari, Rajput,
Maratha, Tamil, Telugu, Kannada, a reasonably successful businessman living in
the capital city, a young unmarried individual, an old man living on pension,
or a mid-level government officiall. No matter, what his identity here in the
country, he is likely to conform to the principal norms and values of the
dominant or mainstream Bangladesh culture.
9.
Religious beliefs and rituals may dictate the use of certain items
and may discourage the consumption of others. Muslims for example, buy and
consume certain specific food items heavily during the month of ‘Ramadan’ and buy
lot of gifts during the ‘Eid-Ul-Fitr”. Again, Islam discourages its followers
the consumption of certain items such as alcoholic beverages,
pork etc.
10.
Though the citizens of a particular country see themselves as
citizens of that country, but they frequently retain a sense of pride and
identification in the tradition and language of their ancestors- When it comes
to consumer behavior, this ancestral pride is manifested most strongly in the consumption
of ethnic foods, in travel to homeland, and in the purchase of
numerous
cultural artifacts
11.
The urban, and suburban people, for example, prefer ready or
instant food, prefer eating out, and enjoy their leisure in a way different
from rural people.
12.
The youth, as they start their career in this age are flaunt with
more luxury items. Since they have little obligation at this age, they can
spend whatever they are. Their consumption patterns lean toward personal care
and luxury items. The middle aged group, on the contrary,
are
matured, worried about the future and careful in making purchase decisions.
13.
Singles night clubs, exotic telephone talk services, dating services, artificial sexual organs,
bachelors’ hostels/mess, product that promise sex appeals, convenience foods,
restaurants, sports equipment, etc., could be some of the examples of products
and services aimed at the subculture of singles.
14.
In a country like ours, the
singles subculture is growing prominent in the urban areas, and as a result lot
of hostels for both males and females have been established aiming to provide
accommodation services to singles.
15.
There are products which are equally used by men and women. But,
different appeals in the same product are needed for these two groups.
Cosmetics, perfumes, clothing, bicycles etc., are used both by men and women.
But, you know that different designs, colors, sizes, shapes, and fragrances are
provided for by the marketers to appeal people of different sex. Bicycle, for
example, is designed differently for men and women.
16.
among the females, those who are professionals, behave differently
than those of non-professionals/housewives. The working women, particularly
those, who are married, will again require different types of products and
services that may not be bought by unmarried
working
women.
17.
A defense officer, for example, will show different purchase
behavior than someone belonging to the civilians’ society. Doctors’ for
example, may look at the nutritional aspect while buying a food item
18.
The subculture of poverty consists of people living below the
poverty line. Because of their low incomes, they will avoid buying pre-packed,
instant, frozen food items as they are likely
to be costlier than the fresh staple ones.
3 functions that an ethnic subculture may serve –
themselves
with a distinct group.
2.
It also offers a patterned network of groups and organizations, and
a member of the said subculture may maintain cordial and intimate relationship
with other members as long as he wishes.
3.
An individual migrating to a new culture may find it difficult to understand
many aspects of that culture. Here the ethnic subculture to which he belongs
may help him to view the new culture by providing him a guideline on the new
culture.
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