A presentation on culture and its subculture in marketing

1. SUB CULTURE

2. SUBCULTURE
Sub-culture is defined as a distinct cultural group
that exists as an identifiable segment within a larger,
more complex society.
Ex. Nationality, social class, Religion, Language,
Age, Gender.

3. Divisions of Sub-culture
Nationality subculture: with in a
particular country like in India-
 Anglo Indians-A person of mixed English
and Indian descent
 Parsees-The Parsis came to India sometime
around the 10th century A.D. to escape Arab
persecution in Persia which began in the 7th
century.

4. Mughals- Mogul Muslim empire in India,
1526–1857. The dynasty was founded by Babur
.who came from Farghana, now in Uzbekistan.
Pathans-Pathans came from Afghanistan As a
vendor and businessmen. They had living in
community different area in India.

5. Religious sub-culture : Based on different
faiths, Beliefs, & Religion.
Like. Muslims
Sikhs
Christians
Hindus
Buddhists

6. Geographic & Religious sub-culture
Ex. South Indians, North Indians, North-
east Indians.
Racial sub-culture: In Africans, Asian,
American & American Indians.

7. Age sub-culture :
Gender as subculture- All societies have
assigned different traits & roles for Males
females, like breadwinners for Males &
Homemakers for females etc.
Generation
Y market
Generation
X market
Baby Boomer
market
Older
Customer

8. Marketers Focus
 Marketers focus on satisfying traditional tastes &
preferences.
 Companies are now focusing more on Age sub-
culture & gender subculture.
For Ex.
1) Lifestyle
2) Upcoming segment of Unisexual saloons.