Subcultures and Their Influence On Unique Market Behaviors


Not everyone in society is the same. It is divided by races, religions, and regions. The society is further split into what’s called subcultures.


Subcultures are accumulations of beliefs, behavior, value, and other information shared by people within a culture. Members of specific subcultures posses values, beliefs, and customs that set them apart from the general public.


For example, in the US, we have African Americans, Hispanic Americans, and Asian Americans, as racial subcultures.


How Subculture Can Benefit Marketers

Members of various subcultures respond differently to advertising. So successful marketers need to understand the differences in subcultures and the strategies they can adopt to influence consumer demand. While it’s not always easy to identify differences in subcultures, the benefit includes the following.

•    It provides a system for developing an effective marketing strategy adapted to market targets.

•    It provides a valuable path to segment your market and achieves a distinct marketing mix.


The Various Type Of Subcultures and How They Affect Marketing

The classification of subcultures is based on various demographics. While people within each group may purchase the same products, they have their own unique needs.

Here are some types of subcultures.


Religious Subcultures

An individual’s religious affiliation can influence their consumption pattern. Members of specific religious groups like Christians, Muslims, Hindus, and others may not buy or use specific products. For instance, Muslims are forbidden from consuming products made with alcohol or pork.


Regional Subcultures

People from specific parts of the country behave similarly. For instance, people living in Northern USA may have the same climatic conditions which influence their clothing. They also have a similar pattern of food consumption, housing, and recreation. Marketers can segment people in Texas, for example, and offer them specific products and services that they are likely to buy.


Subcultures Based On Age

Teens, middle-aged, and the elderly are attracted to different products. Teens are influenced by celebrities and are excited by materialistic things. The middle-age is conservative in their purchases, while the elderly are influenced by constant communication.


Subcultures Based On Gender

Different factors influence men and women in society. Men are influenced by aggressiveness, independence, and masculinity, while women are influenced by gentleness, neatness, and tactfulness.

There are other subcultures based on occupation, social class, and relationship status. Subcultures are important. Marketers who don’t consider subcultural differences may likely fail.

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