Sub-Cultures

Front 1

Culture may be defined as…?

Back 1

• “…the arts and other manifestations of human intellectual achievement regarded collectively. It is also a social behaviour of particular people or a society”
• “…a lens thorugh which we view the world” (McCracken, 1986)

Front 2

A “sub-culture” may be described as…?

Back 2

• “….a cultural group within a larger culture, often having beliefs or interests at variance with those of the larger culture.”
• These members share beliefs and common experiences that set them apart from others
• They are not restricted by conventional boundaries such as size and geography

Front 3

Name 4 key age-based cohorts of consumers:

Back 3

• Teens/ Youth (Generation Y)
• Generation X (Baby busters/ Slackers)
• Baby boomers (40 – 55 year olds)
• Grey market (50+)

Front 4

Describe Teens/ Youth (Generation Y)

Back 4

o Variously inclusive definition usually within the range 16 – 30 (problem? Maybe include Millennial too)

Front 5

Describe Generation X (Baby busters/ Slackers)

Back 5

o Varies but typically 30-45 year olds whose formative years included economic downturn of early nineties. Highly sophisticated viewers of messages, eager to spend though!

Front 6

Describe Baby boomers (40 – 55 year olds)

Back 6

o Began major shift from possession to self-fulfilment in consumption.
o Power brokers and decision makers of contemporary society.
o Smaller families, and later, Financially powerful.
o Tendency to nostalgia kicked in1

Front 7

Describe Grey market (50+)

Back 7

o Huge untapped market.
o By 2020, 50% of UK population could be over 50 years old as boomers move to grey.
o Marketing efforts inadequate need to understand cognitive age rather than purely stereotype older market as frail, poor and of little importance.

Front 8

Name 4 other potential sub-cultures & give marketing example:

Back 8

- Religion
- Sexuality
- Geographic
- Gender

Front 9

Describe Religion as a potential subculture & give marketing example

Back 9

• Religion
o Core set of firmly held beliefs make religious groups easily identifiable and targeted, need to understand their value sets if t communicate effectively (e.g. not offend)
• Marketing of Kocher and Hal-al products within grocery retailing shows understanding of specific consumption needs based upon religious values.

Front 10

Describe Sexuality as a potential subculture & give marketing example

Back 10

• Sexuality (e.g. GLBT, fetish/ etc.)
o Again knowledge of behaviours and values important. Highly consumer literate group so need to communicate in different and/ or more sophisticated ways.
• (E.g. famous use of rubber insert in magazines – humorous tie to stereotype of rubber and fetish club wear in advert for Absolut Vodka (club favourite)

Front 11

Describe Geographic as a potential subculture & give marketing example

Back 11

• Geographic
o Knowledge of differences between areas often part of cognitive development and learning. Need to understand these if are to tap into group. Often needs good local knowledge to understand subtle regional differences
• E.g. Scotrail Advert for local services used Glasgow to Edinburgh awareness (Morningside v Kelvinside; salt & vinefar & sauce) play on regional variations.

Front 12

Describe Gender as a potential subculture & give marketing example

Back 12

• Gender
o One of basic distinction of individuals and groups. Prototypical and stereotypical examples often excellent clue to understanding – targeting of sensuous, feminine qualities in almost all cosmetic ads
o E.g. (J’Adore – sex and indulgence), and conversely, of masculine traits in After Shave, male grooming ads (Gillette used fighter planes).

Front 13

Name a product/ service that is aimed at the grey market and consider how effectively it targets this market:

Back 13

• These are people in their 60s mainly and are in fact ready-to-spend consumers. Home cleaning for example – they like to have their apartments clean and advertising how a maid can do all that in a timely manner for a reasonable prices is a win because the elderly cannot clean their house as much anymore.

Front 14

Explore the value/ usefulness of theories and models of sub-cultures to explain consumer behaviour:

Back 14

Our society is changing and the age groups of people have become diversified too. No longer are there only a few large groups of people, as there are plenty of sub-cultures and also different age groups looking for different products/services. Understanding these models of sub-culture may help understand what kinds of products are not popular and way in which we can advertise them. Therefore if we can base our research on understanding the different characteristics of these specific groups, we can better understand the needs and wants of the consumers.

Front 15

Describe Teenagers as an important age cohort

Back 15

18–29–year-olds, baby boomers and the elderly. Teenagers are making a transition from childhood to adulthood, and their self-concepts tend to be unstable. They are receptive to products that help them to be accepted and enable them to assert their independence. Because many teenagers receive allowances, and/or earn pocket money but have few financial obligations, they are a particularly important segment for many non-essential or expressive products, ranging from chewing gum to hair gel, to clothing fashions and music. Because of changes in family structure, many teenagers are taking more responsibility for their families’ day-to-day shopping and routine purchase decisions.

Front 16

Describe "Gen-Xers" as an important age cohort

Back 16

consumers aged 18–29, are a difficult group for marketers to ‘get a clear pic- ture of’. They will be a powerful force in the years to come, whose tastes and priorities will be felt in fashion, popular culture, politics and marketing.

Front 17

Describe "Baby Boomers" as an important age cohort

Back 17

are the most powerful age segment because of their size and economic clout. As this group has aged, its interests have changed and marketing priorities have changed as well. The needs and desires of baby boomers have a strong influence on demands for housing, childcare, cars, clothing and so on. Only a small proportion of boomers fit into an affluent, materialistic category.

Front 18

Describe "Elderly" as a future important age cohort

Back 18

the needs of elderly consumers will also become increasingly influential. Many marketers traditionally ignored the elderly because of the stereotype that they are inactive and spend too little. This stereotype is no longer accurate. Most of the elderly are healthy, vigorous and interested in new products and experiences – and they have the income to purchase them. Marketing appeals to this age subculture should focus on consumers’ self-concepts and perceived ages, which tend to be more youthful than their chronological ages. Marketers should emphasize the concrete benefits of products, since this group tends to be sceptical of vague, image-related promotions. Personalized service is of particular importance to this segment.