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Sub Culture

Subculture refers to distinct cultural groups that exist within a larger society, and can be divided based on nationality, religion, race, age, and other demographic factors. Nationality subcultures are strongly tied to ethnic foods, travel to their homeland, and cultural artifacts. Religious subcultures influence consumer behavior through products associated with holidays. Racial subcultures in the US include Caucasian, African American, Asian American, and American Indian groups, with African Americans preferring popular brands and being brand loyal. Age subcultures discussed are Generation Y, Generation X, Baby Boomers, and Seniors due to their distinctive lifestyles.

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272 views6 pages

Sub Culture

Subculture refers to distinct cultural groups that exist within a larger society, and can be divided based on nationality, religion, race, age, and other demographic factors. Nationality subcultures are strongly tied to ethnic foods, travel to their homeland, and cultural artifacts. Religious subcultures influence consumer behavior through products associated with holidays. Racial subcultures in the US include Caucasian, African American, Asian American, and American Indian groups, with African Americans preferring popular brands and being brand loyal. Age subcultures discussed are Generation Y, Generation X, Baby Boomers, and Seniors due to their distinctive lifestyles.

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jijuloveu
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Sub-Culture

Subculture
Subculture is defined as being a distinct cultural

group that exists as an identifiable segment within a larger, more complex society. The subcultural divisions discussed are based on a variety of sociocultural and demographic variables, such as nationality, religion, geographic locality, race, age, sex, even working status.

NATIONALITY SUBCULTURES
For many people, nationality is an important sub-

cultural reference that guides what they value and what they buy. When it comes to consumer behavior, ancestral pride is manifested most strongly in the consumption of ethnic foods, in travel to their homeland, and in the purchase of numerous cultural artifacts.

RELIGIOUS SUBCULTURES
Consumer behavior is commonly directly affected by

religion in terms of products that are symbolically and ritualistically associated with the celebration of various religious holidays. Targeting specific religious groups with specially designed marketing programs can be very profitable.

RACIAL SUBCULTURES
The major racial subcultures in the United

States are Caucasian, African American, Asian American, and American Indian. African American consumers tend to prefer popular or leading brands, are brand loyal, and are unlikely to purchase private-label and generic products.

AGE SUBCULTURES
Four age subculture segments have been singled

out for discussion (Generation Y, Generation X, baby boomers, and seniors) because their distinctive lifestyles qualify them for consideration as sub-cultural groups.

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