Page 159 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes
Example: Ads with a Theme based on Christmas

12.2.2 Regional Sub-cultures

Distinct regional subcultures arise due to climatic conditions, the natural environment and
resources, language and significant social and cultural events. Such groups can be identified as
having distinct and homogenous needs, tastes, lifestyles and values. Anyone who has travelled
across India would have probably noted many regional differences in consumers' consumption
behaviour, particularly dresses, food and drink.

Example: South Indians prefer to drink coffee while most North Indians use tea. Dog
meat is considered a delicacy in certain Eastern parts of India, which may shock consumers in
other parts of the country. Given such clear differences in consumption patterns, marketers have
realised that India is no more a single market for at least some product categories.
It is more relevant for marketers to study and understand sub-cultures on a regional basis,
particularly language, food habits, festivals, gift giving, customs, etc. Some major Indian
sub-cultural groups include Punjabi, Gujarati, Marwari, Marathi, Tamil, Oriya and Bengali etc.

Example: Ad targeted at Hindi Speaking Belt in North India

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