SUBCULTURE SUBCULTURE Subculture is defined as a distinct

SUBCULTURE

SUBCULTURE Sub-culture is defined as a distinct cultural group that exists as an identifiable segment within a larger, more complex society. Ex. Nationality, social class, Religion, Language, Age, Gender.

Divisions of Sub-culture • Nationality subculture: within a particular country like in India- Sub-cultures could be based on nationality. While we are all Asians, we are distinct with respect to culture, and are different in terms of language, customs and traditions etc. Thus, we are classified as Indians, Burmese, Nepalese, Pakistani etc. Anglo Indians-A person of mixed English and Indian descent Parsees-The Parsis came to India sometime around the 10 th century A. D. to escape Arab persecution in Persia which began in the 7 th century.

Divisions of Sub-culture Religious sub-culture : Based on different faiths, Beliefs, & Religion. Like. Muslims Sikhs Christians Hindus Buddhists

• Geographic Subculture: People tend to develop regional affinity and identification, and this gets reflected in the food they eat, clothes they wear, interests they pursue, etc. Ex. South Indians, Northeast Indians. Racial sub-culture: In Caucasians, Africans, Asian, American & American Indians.

Subculture & consumer behavior Age sub-culture : Generation Y market Generation X market Baby Boomer market Older Customer Gender as subculture- All societies have assigned different traits & roles for Males females, like breadwinners for Males & Homemakers for females etc.

The Baby. . . Bust Boom 1930 s 1940 s 1960 s Xers Yers 1970 s 1980 s

Marketers focus on satisfying traditional tastes & preferences. Companies are now focusing more on Age sub-culture & gender subculture. For Ex. 1) Lifestyle 2) Levis 3) Upcoming segment of Unisexual saloons. 4) Automobiles like TVS- Scotty & Bajaj-pulsar etc.