1. PPs –MM FE - Manajemen Uniersitas Muhammadiyah Malang
Sub culture
PPs –MM
FE - Manajemen
Uniersitas Muhammadiyah Malang
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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
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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
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4. Types of Subculture Age Geography Religion
Nontraditional subculture (Lifestyle)
Ethnic
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5. Age
Age groups have sufficiently homogeneous and distinctive values to constitute a subculture
Three groups:
Baby busters
Baby boomers
The elderly
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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
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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.
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8. Nontraditional Subculture
Can also be grouped around lifestyle choices
Its member share common needs and aspirations that are outgrowths of their common beliefs
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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
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10. Distinctiveness of Characteristic and Behavior
Three steps are:
Demographic characteristic
Purchasing patterns
Marketing to the subculture
Market segmentation
Product development
Advertising
Media
Distribution
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