What is subculture?

Individuals in a society do not all have the same cultural values, certain segments may be identified as subcultures....that are GROUPS of people who have norms, values, and behaviour that is distinct from the culture as a whole.

It is based on social history & current situations

IT IS NOT A PART OF CULTURE........

CONSUMER BEHAVIOUR

The individual who identifies closely with a certain religious, ethnic, or rational subculture accepts the norms and values of that group. As a result members of subculture frequently buy the same brands and products, read the same magazines and newspapers and shop in the same type of stores. Subcultures can be defined not only by race and religion but by age as well. Common values against teenagers that set them apart from an adult-dominant society defined a *teen subculture*

INFLUENCE OF SUBCULTURE ON CB

1) SUBCULTURAL DISTINCTIVENESS:

The more a subculture seeks to maintain a separate identity the greater its potential influence. The Hispanic American subculture is distinctive because many of its members have maintained their language as a means of cultural identification.

2) SUBCULTURAL HOMOGENEITY

A subculture with homogeneous values is more likely to exert influence on its members. Hispanic Americans are a diverse subculture composed of Mexicans ,Cubans,Ricans,Puerto and individuals from south American countries ,so some might consider each of these groups separate sub cultures.

3) SUBCULTURE EXCLUSION

At times, subcultures have sought exclusion from society or have been excluded by society. African Americans have at times been excluded from a white dominant society through the denial of educational and occupational opportunities.

TYPES OF SUBCULTURES

GEOGRAPHIC SUBCULTURES Marketers target their products to region based on differences in tastes and preferences. 1) Residents of retirement communities whether in FLORIDA, ARIZONA, OR NEW JERSEY might be identified in subculture because of common values regarding housing, medical care and retirement benefits2) Subway: it varies its menu regionally depending on the tastes and preferences of the consumer staying in that region.

RELIGION Traditions and customs are reflected in purchasing behaviour.EX: Jews are likely to eat pork and shellfish Mormons are less likely to smoke tobacco and drink liquor.Catholics are more likely to eat fish on Fridays.

NON TRADITIONAL SUBCULTURESSubcultures can also be grouped around non traditional lifestyle choices. EX: THE GAY COMMUNITY 4-6% of an adult population is gay.As this subculture grew more politically and economically visible in the last 20 yrs advertisers began actively counting it, mindful that gay couples tend to have more discretionary income than the average American ,high end taste and fierce brand loyalty.