Nature of sub-cultures

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. 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.
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. For 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. For 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, which 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, scheduled castes are excluded from upper caste 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.

Types of sub-cultures

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. For 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 meat, beef, pork and alcohol is also determined by one’s religion. Sikh religion does not permit use of tobacco products and shaving of hair.

Box1: Ads with a Theme based on Christmas


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. For 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.

Box 2: Ad Targeted at Hindi Speaking Belt in North India


Age sub-culture

Marketers have attempted to identify age cohorts as sub-cultures because they produce unique shared values and behaviours. A generation or age cohort is a group of persons who have experienced a common social, political, historical and economic environment.
Those who are over 55 years of age account for a substantial portion of population in India. They can be targeted with products like chyawanprash, retirement plans, ointments etc. Charles D Schewe has recommended a number of guidelines to make communication effective with older people:

1. Keep the message simple: Don’t overload the message with unnecessary information. The capacity of older people to process information is reduced and they may miss information if their attention is divided.

2. Make the message familiar: As familiar experiences are easier for older people to process, they find comfort and security in seeing and hearing events in the usual way. If a message is complex, repeated exposures reduce the effort needed to interpret the message.

3. Make the message concrete: Older people rely more on concrete than on abstract thinking as their problem solving abilities generally decline. Emotional appeals in advertising often tend to be vague and due to this reason they may not be as effective in reaching older people as hard-hitting rational appeals. Visual aids improve recall for adults.

4. Take it point by point: Spacing the message allows old people to process each piece of information individually. Old people concentrate on the first part of a message longer than do younger people. If information is presented too quickly, the earlier cues overpower the points made later.

5. Give preference to print media: When old people are allowed to process information at their own pace, their learning abilities improve. Print media, unlike TV and radio, allows people to set their own pace.

6. Supply memory aids: The ability of old people to organise and recall information readily declines compared to younger adults. To trigger their memories, visual cues are especially effective. Ask them to remember what the old product looked like, then show them the new one.

7. Make good use of context: The more pleasant the memory, the more easily it is recalled. Any audience that feels personally involved will remember the ad message. The evoking of positive images of family (weddings, births), health, social interaction and the accomplishments of tasks is an effective way to engage old people.
To develop successful advertising to this group, marketers should:
(a) Include older consumers in focus-group research in order to learn about their motivations and attitudes.
(b) Hire older copywriters to provide new perspectives on this segment.
(c) Incorporate older models in advertisements in a genuine and typical way.
(d) Let the older buyers know that the product will appeal to them.

Teenagers seem to be self-conscious and in search for self-identity. Most teenagers view themselves as kind, trustworthy, likable, funny, affectionate, intelligent, creative and active. Occasionally their behaviour is rebellious against authority, tradition and what they consider as old-fashioned values. This influences their behaviour as consumers, particularly in urban and semi-urban areas in India. They need to be accepted for support and nurturing. Most teenagers prefer to wear modern casual dresses, sports shoes of known brands, want to own autos that project a macho image, listen to pop music and watch MTV. They spend family money and often influence family purchases.

Box 3 : Pepsi Ad Focusing on the Young Generation



For many products, friends are the most significant influence. Nevertheless, parents are still an important factor affecting many buying decisions. Their brand and store preferences tend to be enduring. This market is particularly attractive to marketers because preferences and tastes formed during these years can significantly influence purchases throughout their life. To influence them as consumers, marketers need to use appropriate language, music, images and media.

Gender as sub-culture

In all societies, males and females are generally assigned certain characteristics and roles. Males are typically thought to be independent, aggressive, dominating and self-confident in almost all societies. They are viewed as the bread earners. Females, on the other hand, are viewed as gentle, submissive, tender, compassionate, tactful and talkative. Their role is as homemakers with responsibility of taking care of children. The traits of femininity and masculinity represent the ends of a continuum and individuals have varying levels of each trait. Biological males tend to be toward the masculine end of the continuum and biological females towards the feminine end. Gender roles are the behaviours considered appropriate for males and females in a given society.
The market of women or men is not as homogenous as one is likely to believe. According to C M Schaninger, M C Nelso and W D Danko, at least four significant female market segments exist:

1. Traditional housewife: She prefers to stay at home and is very home and family-centered. She desires to please husband and children. She seeks satisfaction and meaning from household and family maintenance. Experiences strong pressures to work outside home and is well aware of foregone income opportunity. Feels supported by family and is generally content with role.

2. Trapped housewife: She would prefer to work but stays at home due to young children, lack of outside opportunities, or family pressure. She seeks satisfaction and meaning outside the home. She does not enjoy most household chores. Has mixed feelings about current status and is concerned about lost opportunities.

3. Trapped working woman: She may be married or single, would prefer to stay at home, but works for economic necessity or social/family pressure. She does not derive satisfaction or meaning from employment. Enjoys most household activities, but is frustrated by lack of time. Feels conflict about her role, particularly if she has younger children at home. Resents missed opportunities for family and social activities. She is proud of financial contribution to family.

4. Career working woman: She may be married or single, but prefers to work and derives satisfaction and meaning from employment rather than home and family. She experiences some conflict over her role if she has younger children at home, but is generally content. Views home maintenance as a necessary evil. Feels pressed for time.

Many products are typically associated with either males or females. For example, in India, shaving products, cigarettes, pants, ties and motorcycles etc. are products for males; bangles, bracelets, lipstick, sari, bindi and mehndi etc. are female products. However, many products now are losing their traditional gender typing. For example, financial services, cars, computer games and equipment, etc. are now designed with women in mind.

Box 4: Ad Focusing on Women



In developed and most developing countries, marketers are increasingly interested in working women because it is a sufficiently large and growing market. They have a different set of needs compared to women who do not work outside their homes. In recent times, a number of advertisers have realised the importance of communicating appropriately with working women and mothers.