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Sub culture
PPs –MM FE - Manajemen Uniersitas Muhammadiyah
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Subcultural Influences
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In society individuals do not all have the same cultural values•
Certain segments may beidentified as subcultures because they have homogenous values and customs that distinguish them
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Characteristics of
Subcultures
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Subcultural distinctiveness– To maintain separate identity
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Subcultural homogeneity– More likely to exert influence on its members
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Subcultural exclusionBamisha 4
Types of Subculture
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Age•
Geography•
Religion•
Nontraditional subculture (Lifestyle)Bamisha 5
Age
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Age groups have sufficiently homogeneous and distinctivevalues to constitute a subculture
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Three groups:Bamisha 6
Geography
• Be identified as subcultures because of differences in their tastes and behavior
• Marketers can identify specific areas with homogeneous needs and values
• Three differences:
– Tastes
– Lifestyle
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Religion
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Religions practice traditions and customs tied to their beliefs and passed on from one generation to the nextBamisha 8
Nontraditional Subculture
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Can also be grouped around lifestyle choices•
Its member share common needs and aspirations that areBamisha 9
Ethnic
• Defined by ethnic origin, particularly by race and/ or national origin
• Consumers in a particular racial or
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Distinctiveness of
Characteristic and
Behavior
• Three steps are:– Demographic characteristic– Purchasing patterns
– Marketing to the subculture – Market segmentation
– Product development – Advertising
– Media
