This document provides examples of dimensions of culture and subcultures that are relevant to consumer behavior. It discusses dimensions such as individualism vs group identity, relationship orientation vs task orientation, and masculine vs feminine cultures. It also gives examples of subcultures like the black subculture in the US and differences in how rich vs poor Americans spend money. Finally, it analyzes differences in how the cider brand Strongbow is advertised and perceived in the US vs the UK.

1. EXAMPLES
of Cultures and Subcultures
and their Influence on
Consumer Behavior.
Presented By:
Bhawna Singh

2. EXAMPLES of Certain Dimensions of
Cultures are Relevant to Consumer
Behavior

3. Group Identity vs. Individualism
Some cultures raise children who see themselves as a part of a larger group (family,
school, church, etc. ) People from those cultures will often maintain very close contact
with their extended family, often living inter-generationally under the same roof
throughout their adult lives. Examples include japan, china etc.
While some cultures tend to think more individualistically—"I'll do it my way"—and raise
their children to live on their own and make decisions more independently. For example
American culture
Relationship orientation vs. task orientation
People from hot cultures tend to build their lives around people and relationships, while
people from cold cultures tend to plan in terms of tasks and timelines.
Masculine vs. Feminine
The masculinity side of this dimension represents a preference in society for
achievement, heroism, assertiveness and material reward for success. Society at large
is more competitive. Its opposite, femininity, stands for a preference for cooperation,
modesty, caring for the weak and quality of life. Society at large is more consensus-
oriented.

4. STEREOTYPE
REGARDING
LANGUAGE

5. NON-
VERBAL
LANGUAGE

7. EXAMPLES of Certain Dimensions of
Subcultures are Relevant to Consumer
Behavior

8. Although commuting to work (or school) is
part of our daily routine, it can become a real
ordeal, especially in or around big cities.
Bangkok, Thailand : Commuting by boat along
canals was considered a fast way of
transportation which allowed commuters to
avoid traffic jam on the roads.
In Tokyo, half of the commuters travel by train.
The transportation system in Tokyo is
notorious for being very clean and efficient.
Indeed, if your train is late by even a few
minutes, you can request a certificate from the
train company to give to your employer. But
during peak hours, you will probably miss
something very important: your freedom to
move and your personal space. Oshiya
(‘pushers’) are even employed in train stations
to literally push people before the train doors
close.
Mumbai, India
Another city where the train
experience is particularly
infamous and where commuters
are insanely brave. In service since
1853, the local rail network in
Mumbai was part of the first
railway infrastructure ever built in
the whole Asia. It has become the
busiest train system in the world,
transporting nearly 8 million
commuters per day
WAYS OF COMMUTING
AROUND THE WORLD

9. Amsterdam, Netherlands: bicycle jams are
very common in Amsterdam, the world’s
busiest bicycle capital. some people
sometimes owned more than one bike, for
instance a cargo bike to carry heavy things, and
a regular bike to commute.
Luxor, Egypt
Animal carriages are still used as
transportation modes in some parts of
the globe. It is the case for Egypt, in
cities such as Luxor. Horse carriage rides,
known as Hantoors are very solicited by
local commuters and tourists to go from
one place to another.
Hong Kong
The so-called Hong Kong’s Central to Mid-
Levels Escalator is the longest covered outdoor
escalator system in the world. 80,000
commuters use it every day to travel from
Hong Kong’s central business district to the
upscale residential streets of the Mid-Levels.
Johannesburg, South Africa
Due to insufficient public transport system
and the need of the population to
commute to the suburbs and townships,
minibus taxis have become very popular
and common in Johannesburg and across
the country. Minibus taxis can carry about
10–15 people.

10. I. BLACK SUBCULTURE
 A high proportion of families are headed by women
 Black women influence many purchases that might otherwise be purchased by men
 Advertising often appeals to the strength black women portray in life
 Often unavailability of shopping areas in neighborhoods causes great disparity in spending power
 Differences in decision making patterns and in media usage
II. HISPANICS SUBCULTURE
 Latinos are generally brand loyal
 Latinos emphasize the importance of the family
 Latin identity - ethnic identity
 Importance of religion
III. Asian Americans
 similarities
• They are cost conscious and very brand loyal
• They shop mostly within their communities
• Language barrier may be a challenge for marketers
• The most effective advertising to Chinese-Americans reflects traditional family values
 Differences in
• reasons for coming to, living in the US, desire to return to homeland
• household decision making - male or female dominance
• innovativeness
• use of homeland media - English best for broadcast
Ethnic Subcultures

11. Rich Americans spend their money differently than poor Americans—no
great surprise there. But the differences in how families spend go beyond
earnings. For instance, rich white families spend more on entertainment and
groceries than rich black families. And black families at all income levels
spend more on things that require a long-term contract, such as electricity
and heating services, than white families at corresponding income levels.
Rich Americans vs. Poor Americans.

12. Strongbow
US and UK
Every culture has its differences, but many would be willing to look past them
when they get together for a round of drinks—though as it turns out, people
have amusingly contrasting views about alcohol.
This is a advertising strategy used by cider brand Strongbow’s US and UK
arms.
As it appears,
Strongbow—or cider in general—is associated with poshness and socializing
in the US, and is hence poured into small glasses for sharing.
In the UK, however, cider is perhaps more of a commodity than anything, and
single drinkers might be able to down pints of it in one sitting.

15. THANK YOU