Slide 1

Sub-CultureSubcultureSubculture 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 SubculturesFor 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 SubculturesConsumer 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 SubculturesThe 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 SubculturesFour 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.