9._Sub_Culture.ppt 56KB Mar 29 2010 04:55:15 AM
Sub culture
PPs –MM
FE - Manajemen
Uniersitas Muhammadiyah
Malang
Bamisha
1
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
2
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
3
Types of Subculture
• Age
• Geography
• Religion
• Nontraditional subculture
(Lifestyle)
• Ethnic
Bamisha
4
Age
• Age groups have sufficiently
homogeneous and distinctive
values to constitute a subculture
• Three groups:
– Baby busters
– Baby boomers
– The elderly
Bamisha
5
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
6
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
7
Nontraditional Subculture
• Can also be grouped around
lifestyle choices
• Its member share common needs
and aspirations that are
outgrowths of their common
beliefs
Bamisha
8
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
9
Distinctiveness of
Characteristic and
• Three steps are:
Behavior
– Demographic characteristic
–
–
–
–
–
–
–
Purchasing patterns
Marketing to the subculture
Market segmentation
Product development
Advertising
Media
Distribution
Bamisha
10
PPs –MM
FE - Manajemen
Uniersitas Muhammadiyah
Malang
Bamisha
1
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
2
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
3
Types of Subculture
• Age
• Geography
• Religion
• Nontraditional subculture
(Lifestyle)
• Ethnic
Bamisha
4
Age
• Age groups have sufficiently
homogeneous and distinctive
values to constitute a subculture
• Three groups:
– Baby busters
– Baby boomers
– The elderly
Bamisha
5
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
6
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
7
Nontraditional Subculture
• Can also be grouped around
lifestyle choices
• Its member share common needs
and aspirations that are
outgrowths of their common
beliefs
Bamisha
8
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
9
Distinctiveness of
Characteristic and
• Three steps are:
Behavior
– Demographic characteristic
–
–
–
–
–
–
–
Purchasing patterns
Marketing to the subculture
Market segmentation
Product development
Advertising
Media
Distribution
Bamisha
10