SUBCULTURES (MICROCULTURES)

LEVELS OF
CULTURE

Culture is hierarchical.
 Geek
Culture

© 2016. Cengage Learning India Pvt. Ltd. All

rights reserved.
 TYPES OF
SUBCULTURES
An Indicative List:

▪ Ethnic Subcultures
Based on race/language/nationality
▪ Regional Subcultures
▪ Religious Subcultures
▪ Generational Cohorts
▪ Activity/Interest Groups
Travel, Food, Music, Sports, Yoga, Laughter Club...
▪ Marketing/Consumption Subcultures
Brand Communities
 BRAND
COMMUNITIES
CONSUMPTION & GROUP INFLUENCES
 REFERENCE
GROUPS

© 2014. McGraw Hill Education (India) Pvt. Ltd.

 TYPES OF
GROUPS

Classification Criteria:

▪ Membership: Formal vs. Informal Groups

▪ Contact: Primary vs. Secondary Groups

▪ Attraction: Associative vs. Dissociative Groups

 REFERENCE GROUP
INFLUENCE

Types of Influence:
▪ Informational Influence

▪ Normative (utilitarian) Influence

▪ Identification (value-expressive) Influence

 CONSUMPTION SITUATIONS
AND REFERENCE GROUP
INFLUENCE

Nature of Consumption: Public vs. Private

Reference groups influence brand choice, but differently

Nature of Product: Necessities vs. Non-necessities

Reference groups influence product choice, but differently
 CONSUMPTION SITUATIONS
AND REFERENCE GROUP
INFLUENCE
 REFERENCE
GROUPS…

Reference Groups tend to have high influence in case of:

▪Public (or Conspicuous) Consumption

▪High Relevance of Product to Group

▪Low (Individual) Purchase Confidence

▪Strong (Individual) Commitment to Group

▪Luxury Products
 OPINION
LEADERS

Opinion Leaders
including Market Mavens

(Social Media)
Influencers
 THE ODDS OF TURNING
TO AN OPINION LEADER
 WORD OF MOUTH
(WoM)
 GUERRILLA
MARKETING

https://youtu.be/hYy7qy2AQeo
 BUZZ
MARKETING

https://youtu.be/_cFzsJyIedM