Description
This presentation about the influence of subculture on consumer behavior. It explains what is culture and subculture, relationship between culture and subculture and their influence on consumer behavior.
Influence of Subculture on Consumer Behavior
What is culture and subculture?
?
Culture
It is a detailed examination of the character of the total society, including such factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. In a sense, culture is a society’s personality. Culture is the sum total of learned beliefs, values, and customs that server to direct the consumer behavior of members of a particular society.
•
Subculture
It is a distinct cultural group that exists as an identifiable segment within a larger, more complex society.
Relationship between culture and subculture
Sub cultural traits Of easterners (east of the Mississippi river
Dominan t cultural Traits of U.S Citizens
Sub cultural Traits of westerners (west of Mississippi River)
Subcultures . . .
. . . a subdivision of a national culture that is based on some unifying characteristic. . . . members share similar patterns of behavior that are distinct from those of the national culture.
Sub Culture
Categories 1. Nationality 2. Religion 3. Geographic region 4. Race
5. 6.
7.
8. 9.
Age Gender Occupation Social class Ethnicity
Examples Jamaican, Vietnamese, French Mormon, Hindu, Catholic Northeast, Southwest etc. Asian, Native American, Caucasian. Senior citizen, teenager Female, male Bus driver, scientist, engineer. Lower, middle, upper. Similar values and customs.
AGE SUBCULTURE
?
Important shifts occur in an individual’s demand for specific types of product and services as he/she goes from being a dependent child to a retired senior citizen. The consumption pattern and the buying behavior of person changes according to age(from childwood to senior citizen)
?
SUBCLUTURE cont..
Thus age subculture is divided into four age group……..
?
Generation Y (8-24) Generation X (24-38)
?
?
Baby boomers and (38-55)
Older(senior) (
This presentation about the influence of subculture on consumer behavior. It explains what is culture and subculture, relationship between culture and subculture and their influence on consumer behavior.
Influence of Subculture on Consumer Behavior
What is culture and subculture?
?
Culture
It is a detailed examination of the character of the total society, including such factors as language, knowledge, laws, religion, food customs, music, art, technology, work patterns, products, and other artifacts that give a society its distinctive flavor. In a sense, culture is a society’s personality. Culture is the sum total of learned beliefs, values, and customs that server to direct the consumer behavior of members of a particular society.
•
Subculture
It is a distinct cultural group that exists as an identifiable segment within a larger, more complex society.
Relationship between culture and subculture
Sub cultural traits Of easterners (east of the Mississippi river
Dominan t cultural Traits of U.S Citizens
Sub cultural Traits of westerners (west of Mississippi River)
Subcultures . . .
. . . a subdivision of a national culture that is based on some unifying characteristic. . . . members share similar patterns of behavior that are distinct from those of the national culture.
Sub Culture
Categories 1. Nationality 2. Religion 3. Geographic region 4. Race
5. 6.
7.
8. 9.
Age Gender Occupation Social class Ethnicity
Examples Jamaican, Vietnamese, French Mormon, Hindu, Catholic Northeast, Southwest etc. Asian, Native American, Caucasian. Senior citizen, teenager Female, male Bus driver, scientist, engineer. Lower, middle, upper. Similar values and customs.
AGE SUBCULTURE
?
Important shifts occur in an individual’s demand for specific types of product and services as he/she goes from being a dependent child to a retired senior citizen. The consumption pattern and the buying behavior of person changes according to age(from childwood to senior citizen)
?
SUBCLUTURE cont..
Thus age subculture is divided into four age group……..
?
Generation Y (8-24) Generation X (24-38)
?
?
Baby boomers and (38-55)
Older(senior) (