b) Sub-Culture
Each culture consists of smaller sub-cultures that provide
more specific identification and socialisation for their
members. Sub-culture refers to a set of beliefs shared by a
subgroup of the main culture, which include nationalities,
religions, racial groups and geographic regions. Many sub-
Cultures make up important market segments and marketers
have to design products and marketing programs tailored to
their needs.
Although this subgroup will share most of the beliefs of the
main culture, they share among themselves another set of
beliefs, which may be at odds with those held by the main
group. For example, Indians are normally seen as orthodox,
conservative people, but rich, up-market youths do not
hesitate to enjoy night parties with liquor and women.
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