Page 158 - DMGT506_CONSUMER_BEHAVIOUR

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

12.1 Sub-cultural Influence Notes

The influence of sub-culture on consumer behaviour depends on factors such as sub-cultural
distinctiveness, sub-cultural homogeneity and sub-cultural exclusion.

1. Sub-cultural distinctiveness: When a subculture strives harder to maintain a separate
identity, its potential influence is more.

Example: Indians settled in many countries have maintained their language
and religious practices as a means of cultural identity.
2. Sub-cultural homogeneity: A sub-culture with homogeneous values is more likely to
exert influence on its members.

Example: Hindus, Muslims and Sikhs of Indian origin appear to be members of
separate sub-cultures. However, the common thread among all of these groups is that
they have strong family ties, are basically religious, mostly conservative, have a common
language (some Indian language), celebrate their festivals and are male dominated.
3. Sub-cultural exclusion: At times sub-cultures are excluded by society. Exclusion tends to
strengthen the influence of sub-culture and encourages the maintenance of sub-cultural
norms and values. Even today, in India, schedule castes are excluded from upper cast
society. There are different tribal groups in India with distinct norms, customs and values
and excluded by larger society. Afro-Americans have, at times been excluded from a white
dominant society through the denial of education and job opportunities.
Out of several sub-cultures, only some are important from the marketers' point of view for
formulating separate marketing programmes. Much depends on the relevance of a product
category to a particular subculture. For example, cosmetics are popular among ladies, no matter
to which subculture they belong. Similarly, jeans and T-shirts are very popular among urban
and semi-urban teenagers no matter whether they are Hindus, Muslims, Sikhs, or Christians etc.

12.2 Types of Sub-cultures

12.2.1 Religious Sub-cultures

Religious groups can be regarded as sub-cultures because of traditions and customs that are tied
to their beliefs and passed on from one generation to the next. The members of religious
sub-cultures make purchases that are influenced by their religious identity, particularly products
that are symbolically and ritualistically associated with the celebration of religious holidays,
festivals, marriage and birth or death in family etc.

Example: The bride in a hindu family is dressed in a traditional deep red dress; the
bridegroom wears a sherwani, chooridar and dons a pagri. Consumption of meet, beef, pork
and alcohol is also determined by one's religion. Sikh religion does not permit use of tobacco
products and shaving of hair.

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