Consumer Behavior - Subculture PPT PDF

BPMM3013 CONSUMER BEHAVIOR TOPIC 12 SUBCULTURE & CONSUMER BEHAVIOR Learning Objectives What is sub-culture? -Types of sub-culture -Subculture: Segmentation and targeting Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Subcultures...

BPMM3013 CONSUMER BEHAVIOR TOPIC 12 SUBCULTURE & CONSUMER BEHAVIOR Learning Objectives What is sub-culture? -Types of sub-culture -Subculture: Segmentation and targeting Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Subcultures Subculture refers to a group of people within a larger society who share distinctive values, behaviors, and interests that differentiate them from the mainstream culture. Subcultures can form based on various factors such as age, ethnicity, occupation, music preferences, fashion, hobbies, and more. These groups often develop their own unique language, symbols, and rituals, creating a sense of identity and belonging among their members. Subcultures are not static and can evolve over time. They provide individuals with a sense of identity, community, and belonging, allowing them to express themselves and connect with others who share similar interests and values. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Examples of Sub culture Religion Race and Ethnicity College students- “sneakerhead” subculture; hip-hop subculture; people who in engage in extreme types of sports such as helicopter skiing; or, those who play the fantasy game Dungeons and Dragons; k-pop. https://youtu.be/RV50AV7-Iwc Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  The Context of Culture High-Context- Cultural communication style where much of the information and meaning is conveyed indirectly and is deeply embedded within the context, relationships, and shared experiences of the people involved. A high-context culture is a culture in which people rely heavily on nonverbal and implicit communication. In high-context cultures, communication relies heavily on non-verbal cues, implicit understanding, and subtle gestures. The meaning of messages is often inferred rather than explicitly stated. Ritualized events like weddings or courtroom proceedings are relatively high- context. It's difficult to understand them unless you're familiar with their constraints on what is said and how. Examples of countries with high context cultures include China, Thailand, Japan, Korea, Brasil, Spain, Argentina, and Saudi Arabia. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  The Context of Culture Low context cultures- communicate information in direct, explicit, and precise ways. This is in contrast to high-context cultures, which communicate in ways that are implicit and rely heavily on nonverbal language. It relies on the straightforward use of language, without depending much on nonverbal cues. Examples of low-context cultures include the United States, Australia, and many Western countries. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  High vs Low Context Culture What is the difference between high and low context culture? The high and low context cultures in this concept refers to how important contextual cues are in interpreting a message. High context cultures have a communication style based on body language, tone, and overall context; while low context cultures are more straightforward and explicit in communication. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  What is Acculturation?  Refers to the process of cultural change that occurs when individuals or groups from different cultures come into contact with each other for an extended period.  It involves adopting and incorporating elements of another culture while also maintaining aspects of one's own cultural identity.  Acculturation can happen through various means, such as immigration, globalization, colonization, or even through intercultural interactions within a society.  It affects both individuals and communities, shaping their beliefs, values, behaviors, and practices.  Native Americans replacing or modifying certain societal or cultural elements such as dress, language, or religion upon contact with Europeans. The loss of some Native American customs and languages due to the©influence Copyright of Europeans. 2020 Pearson Education Ltd. All Rights Reserved. Acculturation Examples: Roti Canai, Teh Tarik, Nasi Lemak, Yong Tau Fu and Satay are top great foods in Malaysia Tour operators clearly perceived that Malaysian food like Nasi lemak, satay, roti canai, chicken rice, traditional and other festive foods are important as gastronomic products and having positive indicators in attracting international tourists to visit Malaysia Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Deethnicization Deethnicization refers to the process by which a product, practice, or tradition associated with a particular ethnic group loses its specific ethnic or cultural significance and becomes more generalized or globalized. It typically involves removing or downplaying characteristics tied to a specific ethnicity to appeal to a broader audience. For example, certain foods, fashion styles, or rituals that originated in one culture might undergo deethnicization as they become popular worldwide. A real-world example of deethnicization is the global popularity of pizza. Originally an Italian dish deeply rooted in Italian culture, pizza has undergone significant transformation as it spread around the world. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Deethnicization Today, pizza is no longer tied strictly to its Italian origins and is prepared in countless ways, with toppings and styles that deviate far from traditional Italian recipes. For instance: In the United States, pepperoni and deep-dish styles dominate. In Japan, you might find seafood or mayonnaise-based pizzas. In India, you'll see toppings like paneer and tandoori chicken. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Religion and Consumption Religion and consumption can be interconnected in various ways, as religious beliefs and practices often influence individuals' attitudes and behaviors towards consumption. Materialism and Consumerism: Some religious traditions emphasize the importance of spiritual fulfillment and downplay material possessions. Ethical Consumption: Many religions have teachings and principles related to ethical behavior, including responsible consumption. Rituals and Offerings: Religious rituals often involve offerings, donations, or sacrifices, which can include the consumption of specific items. Festivals and Celebrations: Religious festivals and celebrations often involve increased consumption patterns. For example, during holidays or religious occasions, people may engage in shopping, gift-giving, feasting, and other forms of consumption Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Ethnic and Racial Subcultures A segment or group of consumers who have different income levels or living standards but have similar values or beliefs due to their ethnicity. These values or beliefs can have an influence on their consumption behaviour or product preference. These subcultures may emerge when individuals or families from a particular ethnic group migrate to a new country or settle in a specific region within their home country. Ethnic subcultures can encompass a wide range of characteristics, including language, religion, cuisine, music, dance, art, clothing, and social norms. They provide a sense of identity, community, and belonging for members of the ethnic group. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Examples of Ethnic and Racial Subcultures Chinatown: Chinese communities that have formed in various cities around the world, often characterized by Chinese businesses, restaurants, temples, and cultural events. Little Italy: Italian enclaves found in many cities, where Italian Americans have preserved their cultural heritage through Italian restaurants, festivals, and close-knit communities. Amish: A religious subculture in the United States, primarily located in rural areas, known for their simple lifestyle, traditional clothing, and rejection of modern technology. Hasidic Jews: A branch of Orthodox Judaism that follows strict religious practices, distinctive dress, and maintains tight-knit communities in various parts of the world. Gypsy/Roma: An itinerant ethnic group with a long history of migration across Europe, known for their distinctive culture, music, and nomadic lifestyle. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  The Family Unit and Age Subcultures Refers to the unique set of beliefs, values, traditions, and behaviors that are shared among members of a particular family. It represents the distinctive cultural identity and practices within a family unit, which may differ from the broader societal or cultural norms. Family subcultures can vary greatly from one family to another, as they are shaped by factors such as cultural background, religious beliefs, socioeconomic status, geographic location, and personal experiences. Subcultures influence how family members interact with each other, communicate, make decisions, and approach various aspects of life. Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Examples of family subculture Religious : Families with strong religious beliefs may have specific rituals, practices, and values that are deeply integrated into their everyday lives. Ethnic or Cultural: Families that belong to a particular ethnic or cultural group may have distinct traditions, customs, and language use that reflect their heritage. Ex: nyonya Melaka Lifestyle: Some families may embrace specific lifestyles that differ from mainstream norms. Parenting Subcultures: Different parenting styles and philosophies can give rise to subcultures within families. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Generational Categories (Cohort) The Interbellum/Greatest Generation- born 1901 -1924. The Silent Generation - born 1925-1945. The Baby Boom Generation-born between the years 1946 – 1964. Generation X- born 1965- 1979 Generation Y (millennials)- born 1980-1994. Generation Z- born 1995 - 2012. Generation Alpha – born 2013-2024. Generation Beta – born 2025 – 2039. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Gen Y and Z Four basic conflicts are common among all teens: 1. Autonomy versus belonging-- Teens need to acquire independence, so they try to break away from their families. However, they need to attach themselves to a support structure, such as peer to avoid alone. 2. Rebellion versus conformity-- Rebellion in teenagers often refers to actions or attitudes that challenge authority, societal norms, or parental expectations. Conformity involves aligning one's attitudes, beliefs, or behaviors to match those of a group. Copyright © 2020 Pearson Education Ltd. All Rights Reserved.  Gen Y and Z Four basic conflicts are common among all teens: 3. Idealism versus pragmatism --Idealism involves the pursuit of high ideals or principles (belief in fairness, justice, and moral absolutes). Pragmatism focuses on practical approaches and solutions, often requiring compromise or realism (decision-making based on tangible outcomes and feasibility). 4. Narcissism versus intimacy--Narcissism involves a heightened focus on self, often characterized by a desire for attention, validation, and admiration. Intimacy refers to forming close, trusting, and meaningful relationships with others Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Getting to Know Gen Z Born in the late 1990’s to early 2000’s Most diverse generation Digital natives Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Getting to Know Gen Y “Echo Boomers” = “millennials” = Gen Yers Make up one-third of U.S. population Spend $170 billion a year First to grow up with computers in their homes, in a 500- channel TV universe Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Generation X Consumers born between 1966 and 1976 Today’s Gen Xer is both values-oriented and value-oriented Desire stable families, save portion of income, and view home as expression of individuality Copyright © 2020 Pearson Education Ltd. All Rights Reserved. Baby Boomers Consumers born between 1946 and 1965 Active and physically fit Currently in peak earning years – Food, apparel, and retirement programs – “Midlife crisis” products Copyright © 2020 Pearson Education Ltd. All Rights Reserved.