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    This document discusses various subcultures and their influence on consumer behavior. It begins by defining subculture as a group that shares beliefs, values, and customs within a larger society. Subcultures can be based on nationality, ethnicity, religion, geographic location, age, or gender. It then examines how these various subcultures impact consumer behavior, noting how nationality and ethnicity subcultures bring cultural values and lifestyles that blend into American culture. Religious affiliation subcultures influence purchase decisions associated with religious holidays. Geographic subcultures lead to regional differences in foods and drinks. Gender and age subcultures result in distinct priorities and purchasing patterns between generations.

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    This document discusses various subcultures and their influence on consumer behavior. It begins by defining subculture as a group that shares beliefs, values, and customs within a larger society. Subcultures can be based on nationality, ethnicity, religion, geographic location, age, or gender. It then examines how these various subcultures impact consumer behavior, noting how nationality and ethnicity subcultures bring cultural values and lifestyles that blend into American culture. Religious affiliation subcultures influence purchase decisions associated with religious holidays. Geographic subcultures lead to regional differences in foods and drinks. Gender and age subcultures result in distinct priorities and purchasing patterns between generations.

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    18 views22 pages

    Group 9 - Chapter 11 & 12

    Uploaded by

    derbydrive19
    This document discusses various subcultures and their influence on consumer behavior. It begins by defining subculture as a group that shares beliefs, values, and customs within a larger society. Subcultures can be based on nationality, ethnicity, religion, geographic location, age, or gender. It then examines how these various subcultures impact consumer behavior, noting how nationality and ethnicity subcultures bring cultural values and lifestyles that blend into American culture. Religious affiliation subcultures influence purchase decisions associated with religious holidays. Geographic subcultures lead to regional differences in foods and drinks. Gender and age subcultures result in distinct priorities and purchasing patterns between generations.

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    of 22

    CULTURAL VALUES AND

    CONSUMER BEHAVIOR

    SUBCULTURES AND
    CONSUMER BEHAVIOR

    Presented by : Group 9
    Cultural Values and
    Consumer Behavior

    Wantah, Angela Marcella


    Learning Objectives

    01 02
    To undrestand culture’s dynamics To understand cultural learning
    and impact on consumer
    behavior

    03 04
    To understand what it means to To understand core cultural
    study cultural values values and their marketing
    applications
    Culture’s Role and Dynamics

    Culture is the collective values, customs, norms,


    arts, social institutions, and intellectual
    achievements of a particular society. Cultural
    values express the collective principles,
    standards, and priorities of a community.
    “Levels” of cultural norms :

    • The supranational
    • The national
    • The group

    At the supranatural level, youth 14-24 sefmented as:

    • In-crows
    • Pop mavericks
    • Networked intelligentsia
    • Thrill renegades
    Culture and Marketing
    ● Culture’s continuous evolution

    ● Cultural beliefs reflect societal needs


    Learning Cultural Values

    Formal learning Informal learning Technical learning

    Enculturation and acculturation Marketing's Influence


    Ritual
    Defined :
    A type of symbolic activity consisting of a series of steps (multiple behaviors) occurring in a fixed
    sequence and repeated periodically.

    ● Ritualistic Behavior – is an action or series of steps that have become a ritual.

    ● Ritual Artifacts – or something characteristic of the ritual, and some products are marketed
    specifically for certain rituals.
    Measuring Cultural Values

    Content analysis

    Field observation

    Depth interviews

    Focus groups

    Questionnaires
    Rokeach Values Survey
    World Values Survey
    - Traditional v s. Secular
    - Survival v s. Self-Expression

    Gordon’s Survey
    a research instrument measuring the values that represent how
    cope with their daily lives.
    Core Cultural Values

    Criteria to select core values :


    ● The value must be pervasive
    ● The value must me enduring
    ● The value must be related to consumption behavior
    American Core Values
    o Achievement & o Time & o Efficiency &
    Succes Activity Practicality

    o Progress o Materialism o Individualism &


    Conformity

    o Freedom of o Humanitarianism o Youthfulness


    Choice

    o Fitness & Health o Environmental


    Concerns
    Subcultures and
    Consumer Behavior

    Walone, Darvel Civlie


    Learning Objectives
    01 To understand the subcultures and consumption globally and within the United States

    02 To realize the influence of nationality and ethnicity subcultures on consumer behavior

    03 To understand the impact of religious affiliations on consumer behavior

    04 To know about the influence of geographic locations and regional characteristics on


    consumer behavior

    05 To comprehend age and generational influences on consumer behavior

    06 To understand the influence of gender, gender identify, and sexual orientation on consumer
    behavior
    Subculture

    SUBCULTURE is a group that shares


    certain beliefs, values, and customs and
    exists within a larger society. A subculture
    can stem from a person’s ethnicity ,
    religion, geographiclocation, age, or
    gender.
    Culture and Subcultures

    The unique beliefs, values and customs of spesific subcultures


    1

    The core cultural values and customs that are shared by most of the
    2 population, regardless of spesific subcultural memberships
    Nationality & Ethnicity Subcultures
    America’s immigrants brought with them cultural values
    and lifestyles that blended into the American culture
    (i.e., the “melting pot” concept). Each cultural ancestry
    has blended, to some extent, into the diversity of the
    United States, which many believe to be the country’s
    key strength.
    Religious Affiliation Subcultures
    The United States reportedly has more than 200 different organized religious affiliations (or
    subcultures). Of this number, Protestant denominations, Roman Catholicism, Islam, and
    Judaism are the principal organized religious faiths. The members of all these religious groups
    at times make purchase decisions that are influenced by their religious identity. Commonly,
    consumer behavior is directly affected by religion in terms of products that are symbolically
    and ritualistically associated with the celebration of various religious holi- days. For example,
    Christmas has become the major gift-purchasing season of the year.
    Geographic Subcultures

    Anyone who has traveled across the United States has


    probably noted many geographic subcultures in
    consumption behavior, especially when it comes to food
    and drink. For example, a “mug” of black coffee typifies
    the West, whereas a “cup” of coffee with milk and sugar
    is preferred in the East.
    Gender Subcultures
    Each generation is a distinct subculture and market
    segment, because its members have unique priori- ties and
    purchase patterns. For instance, don’t you listen to
    different music than your parents and grandparents, dress
    differently, enjoy different apps and social media,
    different forms of entertainment, and visit different
    websites? Important shifts occur in an individual’s
    demand for products and services as he or she goes from
    being a dependent child to a retired senior citizen.
    Thanks!
    Do you have any questions?

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