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

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

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

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

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

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

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

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

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

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