Topic: Subculture

Group Members: Pawan Pal Amit Pathak Saurab Singh 50 54 78

CONSUMER BEHAVIOUR

Culture is the collective programming of human mind that distinguishes the member of one Human group form those of Another. Culture in this sense is a system of collectively held values (Consumer
Behaviour in Indian Context By K.K. Shrivastava & Sujata Khandai )

Cultural values influence the three basic constructs of human behavior: a. Ethics: good, bad, moral, immoral b. Aesthetics: beautiful, ugly, pleasant, unpleasant c. Doctrine: political, social, ideological Culture exists and reveals itself at different levels: a. Supranational level b. National level c. Group level

a subculture is a set of people with a distinct sets of behavior and beliefs that differentiate them from a larger culture of which they are a part. The subculture may be distinctive because of the age of its members, or by their race, ethnicity, class and/or gender, and the qualities that determine a subculture as distinct may be aesthetic, religious, occupational, political, sexual or a combination of these factors.

Categories 1. Nationality 2. Religion 3. Geographic region 1 4. Geographic region 2 5. Age Group

6. 7. 8. 9.

Gender Occupation Social class Ethnicity

Examples Indain, Chinese, American, Japanese Hindu, Muslims, Sikhs, Christians Rural, Urban North, South, East, West Senior citizen, teenager, Matured, Youth Female, male Bus driver, mechanic, engineer. Lower, middle, upper. Similar values and customs.

The Indian consumers are noted for the high degree of value orientation. ` Indian consumers have a high degree of family orientation. ` Indian consumers are also associated with values of nurturing, care and affection. ` Perhaps, only in India, one sees traditional products along side modern products.
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Religious sub-culture: ` Religious group can be regarded as sub-culture because of traditions and customs that are tied to their belief and passed on from one generation to the next.
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The member of religious sub-culture make purchase that are influenced by their religious identity, particularly products that are symbolically and ritualistically associated with the celebration of religious holidays ,festivals, marriage and birth or death in family etc.

1) the bride in a Hindu family is dressed in a traditional deep red dress; the bridegroom wears sherwani, chooridar. 2) consumption of meet, beef, pork and alcohol is also determined by ones religious. 3) Sikh religion does not permit use of tobacco products and shaving of hair.

Distinct regional sub-cultures arise due to climatic conditions, the natural environment and resources, language and significant social and cultural events. Such groups an be identified as having distinct and homogeneous needs, tastes, lifestyles and values.

1) South Indians prefer to drink coffee while most North Indians use tea. 2) Dog meat is considered a delicacy in certain Eastern part of India, which may shock consumers in other parts of the country. 3) Conservative Brahmin families in India are generally vegetarian, where Kashmiri Brahmins are basically non-vegetarian. 4) Woolen and other warm clothes are worn by North Indians during winters but because of geographic conditions, South Indians have no need for warm clothes.

Marketers have identified age cohort as sub-culture because they produce unique shared values and behaviours. age cohort is a group of persons who have experienced a common social, political, historical and economic environment. Cohort analysis is the process of describing and explaining the attitudes, values and behaviours of an age group as well as predicting its future attitudes, values and behaviours. An important finding of cohort analysis is that the behaviour of each generation is different from other generations as it passes through various age categories.

Teenager group prefers to wear modern casual dresses, sports shoes of known brands, want to own autos that project a macho image, listen to pop music and watch MTV. they spend family money and influence family purchases

In Indian society, males are viewed as bread earner and females as homemakers with responsibility of taking care of children. Indian women are generally categorized as: - traditional - modern Marketers considers at least Two significant female market segments: - traditional housewife - career working woman

Marketers are increasingly interested in working woman because: - It is a sufficiently large and growing market. - Working woman shop less frequently, spend less time on shopping and are more brand and store loyal. - They respond to advertisements more effectively.

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