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Presented by: Harendra Singh Rawat (11EX-020) Hrishikesh Kulkarni (11EX-027) Sandip Sarkar (11EX-047) Utkal Garg (11EX-054)

Not all segments of society are governed by same set of cultural values There exist several Subcultures within a given Culture Various Subcultures Consumption Patterns exhibit different

Marketing Mix is tailored accordingly so as to meet the needs of the individual segments

Relationship Between Culture and Sub-Culture

Sub Cultural Traits of North Indians

Common Traits of Indian Culture

Sub Cultural Traits of South Indians

Subcultural Categories
CATEGORIES Nationality EXAMPLE Indian, Chinese, American

Geographic region Race Age Gender Occupation

Muslims, Sikhs, Christians, Hindus, Buddhists, etc

South Indians, North Indians, North-east Indians. Caucasians, Africans, Asian, American & American Indians. Teenagers, Gen X, elderly Males & Females Cook, scientist, Bus Driver

Sub-cultures could be based on nationality. While we are all Asians, we are distinct with respect to culture, and are different in terms of language, customs and traditions etc. Thus, we are classified as Indians, Burmese, Nepalese, Pakistani etc.

People also exhibit differences when it comes to the religions that they belong to. Hindus, Muslims, Christians, Sikhs, Parsis etc. are all different from one another and have different values and beliefs, customs and traditions etc. As consumers, they make purchase choices and purchase decisions that are influenced by the dictates of their religious leaders, scriptures, and holy books. In fact, many products/services are symbolically and ritualistically associated with religion. For example, as per Islam, non-vegetarian food must be Halal, and this itself comprises a huge segment that marketers across national boundaries are catering to.

Geographic Region

Dividing Country into different regions. Each region behaves differently in terms of Spending Patterns, Tastes & Preferences Acceptance of Color Cosmetics in North but not in South

Fashion Trends in North more Westernized

Rexona Deodorant in Southern Channels more conservative ads

Status Conscious in North: Ads more Imagery based

Race and Caste

Culture and its components also vary across race and caste. Jats, Jaats, Rajputs, Pathans and Yadavs are all different from one another. Such racial sub-cultures also impact buying behavior and consumption patterns

An ad showing many racial subcultures


Age Subcultures
Infants, kids, teenagers and adolescents, adults and the aged, may all be looked up as distinct sub-groups. They have different values and beliefs, and all this impacts upon their priorities in life. Daily lifestyles, activities and interests, fashion and accessories, food and diet, etc. receive varying priorities across the various sub-groups. For example, an aged person would prioritize health and go in for nutritious home food as opposed to young man who would prioritize work and go in for fast food. Today we see a rising trend amongst kids, adolescents and the young towards junk food, and they constitute a lucrative segment for restaurants providing fast food.


Males and females across all cultures are assigned different traits and characteristics that make them masculine and feminine

Men are more affected by simple, comparative, attribute oriented ads

Women are more affected by complex, verbal, harmonious and category oriented



In the space of competitive and globalized world the importance of consumer who is recognized as the focal point of modern marketing, is increasing day to day.

Businesses can take them to their side by increasing the degree of satisfaction of consumers. It can be possible by knowing them, their wants and their desires good.