Sub-culture

Definition of Subculture
Subculture is define as groups that share the values
and artifacts of the larger society, but also have
distinctive practices, preferences and beliefs.
Subculture may be termed as cultural segmentation.
Subculture is a part of main culture.
Composed of two distinct elements


Categories Examples
Ethnic (Ancestors birthplace)
Religious
Regional
Age
Gender
Occupation
Social Class
English, Chinese, Arab
Muslim, Hindu, Christian
Northern, Southern
Teens, Middle aged, Elderly
Male, Female
Teachers, doctors, Farmers
Upper, Middle, Lower
Major Sub-cultural Categories
01
Consumer Behavior
Reference Group
02
Definition of Reference Group
A reference group is any person or group that
serve as a point of comparison or reference for
an individual in forming either general or
specific values, attitude or a specific guide for
behavior.

It may mean a group with which one compare
him in making a self- judgment.
03

Types of reference groups
Normative reference group influence
generally or broadly defined values or
behavior.
Comparative reference group serve as
benchmarks for specific or narrowly defined
attitude or behavior. Reference
groups
Secondary
Primary
04
The group with which the person has regular face
to face association and contact and whose value,
attitude, & behavior he or she follows. It includes
family, peer-group etc.

A primary group exerts the greatest and most
widespread impact on consumer buying
behavior.
Primary Reference Group
05
Characteristics of Primary
reference group
Small in size and contain informal relationship
Tend to have more influenced
Free and extensive communication
Relationship among the members is personal
and involve emotion.
Cease or develop relationship as a member is
difficult.
Involves whole personality of an individual
Influenced individual in day to day decision
06
Secondary reference group
Consist of those individuals or groups with
whom a person does not have direct face to face
contact.
Maintain relatively impersonal and formalized
relationship among the members.
People of different geographic areas or different
culture may be the member of same secondary
reference group.
It includes political leaders, sports heroes,TV
personalities, Movie stars or even well dressed
and interesting looking people in the street.
07
Factors affecting reference
group influence
Information and experience
Credibility, attractiveness, and power of the
reference group
Conspicuousness of the product
- Visually
- Verbally
- especially conspicuousness
- privately consumed
Similarity in occupation
Result of the group interaction
Consumer behavior
Culture
Culture is a pattern of learned behavior which are
held in common & transmitted by the members of
any given society.
A culture is the complex of values, ideas, attitude
and other meaningful symbols created by people to
shape human behavior and the artifacts of that
behavior as these are transmitted from one
generation to the next.
Culture consists of those behaviors of a society
which are well established or accepted by the
majority members of that society.
Definition of Culture
Definition of Culture
Culture is the sum of the values, rituals,symbols,
beliefs and thought processes that are learned
and shared by a group of people and transmitted
from generation to generation.

Dutch management professor Geert Hofstede
refers to culture as the software of the mind and
argues that it provides a guide for humans on how
to think and behave.
Origins, Elements, and Consequences
of Culture
Geography
(Climate, topography, flora, fauna, microbiology)
Technology and political economy
History
Social Institutions
(family, religion, school, media, government, corporations
Elements of Culture
(values, rituals, symbols, beliefs, thought processes)
Management style
Consumption decisions and
behavior
Peers
Origins
Consequences
Imitation
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Characteristics of Culture
Culture satisfy needs;
The invisible hand of culture;
Culture is learned;
Culture is shared;
Cultural is dynamic;

Formal learning
Informal learning
Enculturation vs. Acculturation
Enculturation learning of ones own culture
Acculturation learning of foreign culture
Way of cultural learning
Components of Culture
Cognitive Component
Material Component
Normative component
Cognitive Component
Relating to peoples knowledge about
the creation and existence of the
universe.
Material Component
Consists of all the tangible things that
human beings make and use.
Normative component
Consists of the value and rules by
which a society directs peoples
interaction.
Useful concepts of cultural
analysis
Cultural Symbolism
Cultural Relativism
Cultural Change
Cultural Symbolism
Defined as the sign or representation of
something moral or intellectual by image or
properties of natural things.

Symbols are two types
Referential - indicate specific objects.
Expressive - carry different meaning
in different cultures.
Cultural Relativism
The tendency to view and judge other
culture by the standards and context of
ones own culture is known as
ethnocentrism
Cultural Change
Technological change
Conflict between existing values
Exposure to another cultures values
Dramatic events
Product problem
Promotion Problem
Pricing and distribution problem
Marketing Mistakes :
A failure to understand cultural difference
Security and Mobility
Personal Life
Affiliation and Social Acceptance
Power and achievement
Management objective and aspirations
Cultural Imperatives
Cultural electives and
Cultural Exclusive
Degree of adaptation
Cross cultural study
Cross cultural study is the systematic
comparison of similarities and differences of
various culture.

Cross cultural study help marketers making
proper adaptations in product, pricing,
distributing and promotion policies.
The answer of the following questions help the
multinational marketer to adapt with the new
culture.
Is the geographic area homogeneous or
heterogeneous with the respect ?
How does the cultural setting influence or
determine product and service needs?
What needs can this product or a version of it fill
in this culture or how could it be adapted to do so?
Adaptation with foreign cultural
Can enough of the group(s) needing afford the
product?
What value or pattern of values are relevant to
the purchase and use of this product?
What is the distribution, political and legal
structure concerning the product?
In what ways can we communicate about this
product
Adaptation with foreign cultural