Sub culture

1. Sub culture PPs –MM FE - Manajemen Uniersitas Muhammadiyah Malang Bamisha

2. Subcultural Influences • In society individuals do not all have the same cultural values • Certain segments may be identified as subcultures because they have homogenous values and customs that distinguish them from society as a whole Bamisha

3. Characteristics of Subcultures • Subcultural distinctiveness • To maintain separate identity • Subcultural homogeneity • More likely to exert influence on its members • Subcultural exclusion • Have sought exclusion from society or have been excluded by society Bamisha

4. Types of Subculture • Age • Geography • Religion • Nontraditional subculture (Lifestyle) • Ethnic Bamisha

5. Age • Age groups have sufficiently homogeneous and distinctive values to constitute a subculture • Three groups: • Baby busters • Baby boomers • The elderly Bamisha

6. Geography • Be identified as subcultures because of differences in their tastes and behavior • Marketers can identify specific areas with homogeneous needs and values • Three differences: • Tastes • Lifestyle • Values Bamisha

7. Religion • Religions practice traditions and customs tied to their beliefs and passed on from one generation to the next • Religious affiliation can also influence the way consumers evaluate brands. Bamisha

8. Nontraditional Subculture • Can also be grouped around lifestyle choices • Its member share common needs and aspirations that are outgrowths of their common beliefs Bamisha

9. Ethnic • Defined by ethnic origin, particularly by race and/ or national origin • Consumers in a particular racial or national group are considered part of a subculture when they have a common heritage or environment that influences values and purchasing behavior Bamisha

10. Distinctiveness of Characteristic and Behavior • Three steps are: • Demographic characteristic • Purchasing patterns • Marketing to the subculture • Market segmentation • Product development • Advertising • Media • Distribution Bamisha