UNDERSTANDING THE

CUSTOMER

SUBCULTURE
UNDERSTANDING THE CUSTOMER
MUNAF ISMAIL MUKADAM

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UNDERSTANDING THE
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SUBCULTURE
Subculture is a group of individuals with diverse belief system and inclinations
then that of the larger culture they are a part of. Subculture are fragments of
society which demonstrate distinctive customs, norms, values, tradition and
standards . It is a lifestyle with different ideologies and preferences of people
within a society.
According to Dick Hebdige, members of a subculture often signal their
membership

through

distinctive

and

symbolic

use

of

style,

which

includes fashions, mannerisms, and argot. (Dick, 1979)

INDIA
In a country like India with the second largest population in the world with over
1.21 billion people with over 200 languages there are different subculture in
every part of the country. India constitutes the biggest piece of the sub
continental area mass of South Asia, a region it imparts to six different nations,
including Nepal, Pakistan, and Bangladesh. It has exceptionally variable
landforms, that range from torrid fields, tropical islands, and a dried desert to
the most noteworthy mountain extend on the planet There are many more
homogeneous subgroups within the heterogeneous national society.
The two major subculture in India are:

1. Television Reality Shows

2. Yoga

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TELEVISION REALITY SHOWS

In an increasingly globalized society, television shapes societys perception of
the world. Each of us are subliminally stimulated through media that controls
the way we develop our perceptions about various products and services.
Television is a popular and powerful medium that imitates and influences
culture and is a primary source of information and entertainment for man.
Television is the most pervasive mass medium because it combines sound and
pictures and no skills are necessary to watch.

Reality shows broke the monotony to create interesting concepts and

innovative ideas that made them stand out from the regular shows, wooing the
audiences of all ages. Shows like Big boss, Indians Got Talent, Masterchef
India, Who Wants To Be a Millionaire India, Splitzvilla, Roadies, Comedy nights
with Kapil, Indian Idol, Dance India Dance, and many more from well known
production houses like Viacom18, UTV, Reliance Entertainment have created an
uproar amongst the young generation and women that are hooked onto these
television reality shows that influence their thinking, mentality and behavior to
a great extent. Every day on television some new reality shows are being
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introduced presenting unscripted dramatic and humorous situations and

sometimes contests wherein a prize is awarded. Today, reality shows with
celebrities provides increased visibility and a chance to reach out to a larger
television-viewing audience.

Reality shows like Roadies is popular because of the varied and sometimes
creepy adventures the contestants experience in the show. Viewers do not
necessarily read the disclaimer or notice that comes before the show nor in
India do they have a concept of rating TV shows as PG-13 or A or U.
Viewers sometimes tend to get so involved in the reality show that they forget
that the script could sometimes be manipulated to a certain extent in an
attempt to boost TRPs of the show. Thats when the negative impact of such
shows on society is felt. The drama and emotions sometimes tend to be over
exaggerated and thus negatively influence the society.

YOGA
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Yoga is physical, mental, and spiritual practices or disciplines that aim to

transform body and mind.
Its a combination of body movement and postures with holistic and meditation
exercises. To understand or to get the ancient history of yoga is uncertain, but
it can be assumed by some conclusions that the initial point of yoga is in the
East. According to Rigveda the Evidence of yoga postures and text were found
in 3000 BC whereas Rigveda is a composition of hymns which include prayers
and harmony.
In todays time yoga has become a $27 billion industry with around 300 million
people practicing yoga everyday.
Yoga is not a religion but its an art of living that aims for healthy mind and
healthy body.
Benefits of Yoga are:

Improves flexibility
Muscle and body toning
Promote self healing
Stress and anxiety reduction
Increases focus and Concentration

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India, a superstitious nation, is a land of Godmen. They make big money by

professing health, well being and spirituality and earn in millions from their
devotees. Many of them like Baba Ramdev and Asaram Bapu have been
involved in controversies like financial irregularities, sexual abuse and
sometimes even murder. The booming business by so- called swamis and
astrologers are fuelled by irrational beliefs as half of India is hungry and half is
uneducated. The preaching of these babas and gurus does not really translate
into betterment of the society. It is simply a big money making business for
them!

Indias Baba Ramdev is guru, TV star and source of controversy. Swami

Ramdevji or Baba Ramdev is one of Indias most popular spiritual leaders in the
field of Yoga, Ayurveda and social activism. Millions of viewers follow his shows
on television as he teaches Pranayama and Yoga, spreading the message of
peace, spirituality, healthy lifestyles and well being. Ramdev is largely a
television and video phenomenon making the art of Yoga a common practice in
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every household. He fired the imagination of an entire segment of TV viewers

who tuned out of daily soap operas to tune into and practice yoga with Baba
Ramdev. Ramdevs daily two-hour session has been the most watched show in
India since 2003, drawing an average of 26 million viewers and beating news
programs, soap operas, movies and reality shows. Thousands of people travel
to the New Age Tele-gurus ashram every day to catch a glimpse of him or to
touch his feet. Now, thousands turn up at his camps to do mass yoga with him.
Besides his Ayurveda medicines and yoga, he is also known for the political
statements. His property is worth Rs.13 billion today. People tend to have more
faith in such babas and their spiritual practices than medicine and science,
based on their superstitious beliefs. Their blind faith in these babas makes
them want to spend large sums of money blindly as they fill the pockets of
these deceitful babas.

GERMANY
BEER
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In most societies, beer is the most popular alcoholic beverage consumed

during various social gatherings and activities. For many centuries, beer has
been a regular and constant part of the everyday diet in all levels of society.
Beer has slowly become more fashionable to drink with its association with
activities like football, rugby and rock music. Urbanization, affluence and
influence of mass media are playing a major role in this growth.

Beer is a major part of German culture with 1,300 active breweries. Being one
of the heaviest alcohol-drinking nations in Europe, large quantities of German
beer are consumed, with almost 7 million liters served during the 16-day
festival Oktoberfest in Germany. On an average, Germans drink about 100
liters of beer a year and brewing beer is also an ingrained part of their culture.
In Germany, beer is about the same price as water, and drinking alcohol in
public is common as well as legal. Germany offers a rich and diverse beer
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landscape, with local specialties that challenge and delight the palette as it
offers a beer for every taste. German beer certainly makes up in quality and
tradition. However the consumption of beer has been slowly going down in
Germany owing to rising prices and the health consciousness (beer belly) of the
drinking population.

In India, traditional beer has been prepared from rice or millet for thousands of
years. The consumption of beer is very popular in India. India is one of the
worlds largest beer markets with a per capita consumption of around 1.6 liters.
Despite the obvious preference Indians have for distilled spirits, beer-makers
worldwide think theres great potential for selling their brews in the country. In
order to attract the youth, creative and humorous advertisements have found
their way on the Indian television. The largest selling Indian beer brand is
Kingfisher. Retailing for beer is now allowed in supermarkets thereby reaching
out to more potential consumers, especially the women. This has also resulted
in more and more urban households stocking alcohol at their homes unlike
earlier times. Many restaurants today like Chilis, Manchester United Caf, TGIF,
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and many more have Happy Hours wherein beer is served at reasonable rates
than usual, thus further encouraging youngsters to sip on beer pints along with
their meals.

This proves that India consist of various subcultures and these subcultures are
successfully

targeted

by

the

marketing

companies

to

sell

their

products/services.

References
(1)http://en.wikipedia.org/wiki/Yoga
(2)http://en.wikipedia.org/wiki/Ramdev
(3)http://www.yogapranayama.com/swami-ramdev-biography
(4)http://www.dummies.com/how-to/content/drinking-beer-in-germany.html

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(5)http://www.academia.edu/3798657/Impact_of_Reality_Shows_on_Society--A_Study_in_Gulbarga_City
(6)http://www.dw.de/a-little-history-of-what-germans-drink-and-why/a16880477
(7)http://www.yogapranayama.com/swami-ramdev-biography
(8)http://entertainment.blurtit.com/1393822/what-is-advantages-anddisadvantages-of-reality-shows
(9)http://en.wikipedia.org/wiki/Beer_in_Germany

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