Essay about The, Cultural And Cultural Studies

1277 Words Nov 4th, 2014 6 Pages
“A cultural subgroup differentiated by status, ethnic background, residence, religion, or other factors that functionally unify the group and act collectively on each member.” (Houghton Mifflin Company). Subcultural helps the marketers have a narrower focus on what the customer’s needs. Being able to research on a certain targets instead of the entire society such as example ad for state farm insurance message towards Hispanic Americans that need to communicated through Spanish.

“In sociology, anthropology and cultural studies, a subculture is a group of people with a culture (whether distinct or hidden) which differentiates them from the larger culture to which they belong, for example, if a particular subculture is characterized by a systematic opposition to the dominant culture, it may be described as a counterculture.”

“Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society.” (Armstrong 2010, pg 18).

Subculture Starbucks subculture is one of the most predominate in the United States right now. Usually having similar beliefs, customs, and values. A Caucasian male or female, single, ranging in age from 25-40 years old. “This target audience grows at a rate of 3 percent annually” (Juhyar). They are mostly in high manager or highly professional qualified…

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