Subcultures and Subcultural Marketing - 1424 Words

Subcultures and Subcultural Marketing Introduction We are brought up to follow the beliefs, values, and customs of our society and to avoid behavior that is judged â€Å"unacceptable† or considered to be taboo. In addition to segmenting in terms of cultural factors, marketers also segment overall societies into smaller subgroups or subcultures that consist of people who are similar in terms of their ethnic origin, their customs, and the ways they behave. These subcultures provide important marketing opportunities for astute marketing strategists. So, now our discussion in this chapter on subcultures will be more focused compared to the other chapters. Instead of examining the dominant beliefs, values, and customs that exist within an†¦show more content†¦In spite of its diversity, marketing strategies can be developed for this group. Many marketers are now becoming multicultural in their marketing activities by trying to appeal to a variety of cultures at the same time. Although the diversity of the Indian melting pot may be unique, there are many important ethnic groups in other areas of the world. Finally, religious beliefs and values can influence consumer. 2. Age, Gender, and Household Influences on Consumer Behavior I. How Age Affects Consumer Behavior A. Generation X Market, B. Generation Y Market, C. Seniors, D. Baby Boomers Market. II. How Gender Affects Consumer Behavior A. Sex Roles Have Changed, B. Differences in Acquisition and Consumption Behaviors. III. How the Household Influences Consumer Behavior A. Types of Households, B. Changing Trends in Household Structure. IV. Roles That Household Members Play A. Roles of Spouses, B. The Roles of Children, C. Household Decision Making Versus Household Consumption Behavior. *Age has a major influence on customer behavior †¢ Chronological versus psychological age. *Needs and wants vary with age †¢ Lifetime revenue: estimated revenue over a customer’s lifetime. *Population age changes imply major shifts in markets and values/demand -E.g. ageing baby boomers. Let’s look at the four major age groups. Teens, who needShow MoreRelatedHip Hop Rap Music And Subculture1643 Words   |  7 Pages Hip-hop Rap Music and Subculture The topic I have chosen for this review is the association between a particular music genre and a subculture. In particular, the issue of focus is the association of the hip-hop rap genre with the black youth subculture in America. As a youth subculture, hip-hop emerged in the 1970s from New York City’s borough of the Bronx. The African American community was the root of the music genre, which gained popularity in the 1980s and 1990s. 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