Unit-05 - SUBCULTURE AND THE CONSUMER BEHAVIOR 5 Apparently it seems that culture of a particular country or a society is homogeneous but in reality it


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SUBCULTURE AND THE CONSUMER BEHAVIORApparently it seems that culture of a particular country or a society is homogeneous, but in reality it is composed of a larger number of more or less distinct groups. Each of these groups is known as a subculture. The knowledge of subculture provides important guidelines to marketers in formulating strategies for effective performance of marketing activities. 5
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Bangladesh Open UniversityConsumer Behavior Page-121Lesson - 1 & - 2 : Different Types of Subculture and Their Influences on Consumption Objectives of these lessonsAfter reading these lessons, you will be able to: Understand the subcultural context of consumer behavior Define subculture Identify different types of subcultures Know how different subcultures affect buying behavior Explain them for marketing decision making. Introduction Subculture is a part of the culture containing the important features of the main culture. In this lesson we shall highlight on the subcultural context, types of subcultures, subcultural influence on consumer behavior as well as marketing implications of the concept of subculture.Subcultural Context Affecting Consumer Behavior Culture, you know, is an extremely broad and encompassing term. It includes what we have learned, our history, values, morals, customs, art, and habit. Marketing takes place within a given culture. Marketers should know that experience, history, values, morals, customs, art, habit, etc. vary within a given culture requiring different marketing programs. Not everyone in the same country or society shares the same behavioral pattern of the dominant or main culture. It clearly indicates that there are subcultures, such as those of northerners, southerners, city-dwellers, the poor, teen agers, elderly, religious groups and so on. The identification of a subculture may provide a firm with a segment of a market that it can develop. For example, products have been developed in great quantity for the teenage subculture, and advertising has been directed to these consumers. Each subculture, like a larger culture, has distinctive values, beliefs, and attitudes that the marketer must understand if he is effectively to exploit them. It is not always easy to identify differences among subcultures, however, and marketers disagree, for instance, about whether there exists a northerners’ market that is distinct from southerners’ market. It is easy to develop mistaken stereotyped notions about subcultures due to the lack of proper knowledge on subcultures. Marketers are interested in identifying any subculture as a potential market for their products. The advertising of many products in a local newspaper like “Dainik Azadi” published from Chittagong, is an illustration of selling to subculture. The aggregation of people by demographic variables has long Marketers are interested in identifying any subculture as a potential market for their products.
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  • Spring '17
  • karish
  • Marketing, Ethnic group

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