Subculture

Subculture Analysis

Subcultural analysis enables markets to segment their markets to meet the specific needs, motivations, perceptions, and attitudes shared by members of a specific subcultural group. A subculture is a distinct cultural group that exists as an identifiable segment within a large, more complex society. Its members possess beliefs, values, and customs that set them apart from other members of the same society. At the same time they hold to the dominant beliefs of the overall society. Major subcultural categories in this country include nationality, religion geographic location, race, age, and sex. Each of these can be broken down into smaller segments that can be reached thorough special copy appeal and selective media choices. In some cases, product characteristics can be tailored to the specific needs of the market segment. Because all subcultural groups, the must determine for the products category how specific subcultural memberships interact to influence the consumer’s purchase decisions.

Culture has a potent influence on all consumer behavior. Individuals are brought up to follow the beliefs, values, and customs of their society and to avoid behavior that if judged or considered taboo. In addition to segmenting in terms of cultural factors, marketers also segment overall societies into smaller subcultures that consists of people who are similar in terms of their ethnic origin, their customs, and or even the way they behave. These subcultures provide important marketing opportunities for astute marketing strategists. The subcultural division discussed are based on a variety of sociocultural and demographic variables, such as nationality, religion, geographic locality, race, age, sex, and even working status.