Consumer Buying behaviour

SUBCULTURES AND THEIR INFLUENCE

SUBCULTURE
Definition: Subcultures can be defined as a distinct cultural group

that exists within a layer, complex society as an identifiable segment in terms of its beliefs customs and values. To take an example, if we refer to the Indian society as the larger "Culture" segment, the various religious subgroups like Hindus, Muslims, Sikhs and Christians, represent the religious subcultures.

Types of subcultures
Racial or nationality subcultures:-

Most societies of the world today consist of people subscribing to different religions
Geographical and regional subcultures:-

a country as consisting of different geographical or regional subcultures

Gender subcultures:men and women vary in terms of dominant traits they posses

Types of subcultures
Religious subcultures:-

People May differ in their beliefs, values and customs. Example of a multi-religion society. Working women sub cultural segment:specific value orientation and role identification of this important segment.

Characteristics of X generation
They are in the age group of 18 to 30 years and often

called Youth or the millennials Due to the multiplicity of opportunities available to them Youth are mobile, unlike their brand loyal predecessors They have a strong trust in their social network and are a peer-oriented population. Saving is not a high priority for majority of Youth as they believe in living for the day. are not concerned about investing for their future.
They focus on style

Airtel

Shubh aarambh-dairy milk

Bajaj pulser

ITC classmates

Close up

Characteristics Of Middle Aged Groups

This group constitutes people between age 35

to 55 years. They have a more stable lifestyle as compared to X generation and spend the hard earned money sensibly Indian consumers mainly focus on traditions, values and moral. A segment of population is Brand as well as quality conscious. Decision making is collective.

Elderly Market: The `Elderly' constitute the 50 plus Market

segment.
Traditionally received low priority attention from

the marketers
Most Attractive Segments:- fast being realised that

in terms of purchasing power

Tend to view advertising as a less reliable source

Identified shopping patterns and store preferences: Very attractive market

Home improvement Investment, insurance

Health services
Home equipment

Enabling convenience in living

THANK YOU