Page 157 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour Pavitar Parkash Singh, Lovely Professional University

Notes Unit 12: Sub-culture and Cross-cultural
Consumer Behaviour

CONTENTS

Objectives
Introduction

12.1 Sub-cultural Influence
12.2 Types of Sub-cultures

12.2.1 Religious Sub-cultures
12.2.2 Regional Sub-cultures

12.2.3 Age Sub-culture
12.2.4 Gender as Sub-culture

12.3 Cross-cultural Consumer Analysis
12.4 Summary

12.5 Keywords
12.6 Self Assessment

12.7 Review Questions
12.8 Further Readings

Objectives

After studying this unit, you will be able to:
Explain the role of sub-cultures in consumer behaviour
Discuss cross-cultural consumer analysis

Introduction

A culture is viewed to consist of basic behavioural patterns that exist in a society. Within this
national culture, all segments of a society do not possess the same cultural patterns and one can
distinguish relatively more homogenous and sizable groups within the larger society called
sub-cultures. They will have distinct beliefs, values, customs and traditions that set them apart
from the larger cultural mainstream, though they follow most of the dominant cultural values
and behaviours of the larger society.
Cross-cultural influences are norms and values of consumers in foreign markets that influence
strategies of multinational organisations marketing their products and services abroad. The
second variation refers to sub-cultural influences that concern differences in values among
different groups within a country that distinguish them from society as a whole.

152 LOVELY PROFESSIONAL UNIVERSITY