Term Paper by Jasim Essays

Term Paper by Jasim Essays Term Paper by Jasim Essay Term Paper by Jasim Essay Culture is an extremely broad and encompassing term. It includes what we have learned, our history, values, morals, customs, art, and habit. Marketing takes place within a given culture. Marketers should know that experience, history, values, morals, customs, art, habit, etc. vary within a given culture requiring different marketing programs. Not everyone in the same country or society shares the same behavioral pattern of the dominant or main culture. It clearly indicates that there are subcultures, such as those of northerners, southerners, city-dwellers, the poor, teen agers, elderly, religious groups and so on. The identification of a subculture may provide a firm with a segment of a market that it can develop. For example, products have been developed in great quantity for the teenage subculture, and advertising has been directed to these consumers. Each subculture, like a larger culture, has distinctive values, beliefs, and attitudes that the marketer must understand if he is effectively to exploit them. It is not always easy to identify differences among subcultures. It is easy to develop mistaken stereotyped notions about subcultures due to the lack of proper knowledge on subcultures. Marketers are interested in identifying any subculture as a potential market for their products. 1. Origin of the Report Dr. Md. Ashraful Islam Chowdhury, Professor, of Dhaka University, authorized this report in oral, as part of the course curriculum of Consumer Behavior (M-602). This is an individual assignment, which was assigned after a series of class lectures and presentations by the professor. 1. 2 Problem and purpose 1. 2. 1Problem StatementTo analyze the existing subculture in Bangladesh and take appropriate marketing strategy to reach them. 1. 2. 2Objectives of the study Understand the subculture context of Bangladesh Identify different types of subcultures Know how different subcultures affect buying behavior Explain Bangladeshi subculture for marketing decision making. 1. 3 A Preview of the Presentation To give an overview the report begins with a definition and explain what subculture is, then what are the subcultural groups prevailing in Bangladesh their characteristics , consumption pattern and the effective way to reach this subcultural group through marketing strategy. 2. 0 DEFINING SUBCULTURE Subculture is a part of the culture containing the important features of the main culture. In sociology, anthropology and cultural studies, a subculture is a group of people with a culture (whether distinct or hidden) which differentiates them from the larger culture to which they belong. If a particular subculture is characterized by a systematic opposition to the dominant culture, it may be described as a counterculture. As early as 1950, David Riesman distinguished between a majorities, which passively accepted commercially provided styles and meanings, and a subculture which actively sought a minority style. And interpreted it in accordance with subversive values. In his 1979 book Subculture the Meaning of Style, Dick Hebdige argued that a subculture is subversion to normalcy. Hebdige argued that subcultures bring together like-minded individuals who feel neglected by societal standards and allow them to develop a sense of identity. According to the definition of science dictionary A group within a society that has its own shared set of customs, attitudes, and values, often accompanied by jargon or slang. A subculture can be organized around a common activity, occupation, age, status, ethnic background, race, religion, or any other unifying social condition, but the term is often used to describe deviant groups, such as thieves and drug users. As there can be broad differences between the cultures of various societies, there can also be differences within the same culture. Every culture, therefore, contains subcultures, defined as groups that share the values and artifacts of the larger society, but also have distinctive practices, preferences, and beliefs. Businessmen living in the old part of Dhaka, cinema artists, and people living in the urban slums are all examples of subcultures. Islam is the dominant religion in the culture of Bangladesh; sunni, shiaa and Baahaai, for example, may be viewed as subcultures within the larger Muslim culture here in Bangladesh. Figure: Showing Subculture’s Relation with the Main Culture Main Cultural Behavior |Northern subculture | |Urban subculture | | | | | | |Religious subculture | | Berkman and Gilson have defined subculture for marketing purposes as any cultural patterning that preserving important features of the dominant society but provides values and life styles of its own. The cultural profile of a society or nation is a composite of two elements: 1) the unique beliefs, values, and customs subscribed to by members of specific subcultures and 2) the central or core cultural themes that are shared by most of the population, regardless of specific subcultural membership. 3. MAJOR SUB-CULTURAL CATEGORIES IN BANGLADESH 3. 1 Ethnic sub-culture The ethnic subculture is based on the nationality of one’s ancestors who have migrated to a new country. It (nationality) may form a basis for a subculture when the members of that nationality group identify with it and base at least some of their behaviors on the norms of the national group. Ethnic subculture is usually found in affluent countries where people might from other parts of the wor1d with the hope of a better life and live-li-hood. . 1. 1 Character i. It is based on the original nationality ii. Migrated from one country to another or one locality to another. iii. Though the citizens of a particular country see themselves as citizens of that country, but they frequently retain a sense of pride and identification in the tradition and language of their ancestors. iv. Pattered network of groups and organization v. Ethnic subculture provides a psychological source of group identification. 3. 1. 2 Consu mption pattern When ethnic subculture comes to consumer behavior, this ancestral pride is manifested most strongly in the consumption of ethnic foods, in travel to homeland and in the purchase of numerous cultural artifacts. Ethnic clothing, art, music and foreign language newspaper are the commodities which are preferred by the ethnic subcultural people. One’s interest in ethnic goods and services expands rapidly, as one tends to better understand and associates with his ethnic origin. 3. 1. 3 Marketing program To reach this ethnic subcultural people a marketer should understand the consumption pattern of that subculture. In Bangladesh there are foreigner ( people comes from Europe, Australia, USA) who come for their job purpose, but staying in Bangladesh for a long tine, may form a ethnic subculture and prefer fast food, long skirt, trouser, jogging shoe, golf course etc. So marketer should understand the need of this ethnic subcultural people and meet their unsatisfied need. Beharies are the greatest example of ethnic subculture. They use to speak in Urdu. Prefer food like kabab and parata. So to reach them marketer can take niche marketing strategy. 2. Working ladies sub-cultural Through the process of development, the number of working ladies is increasing day by day. The consumption pattern of these ladies varies as they have to maintain their work place as well as a family life. 3. 2. 1 Character i. They have a very short time to prepare food. ii. They have to do their household activity as well as maintain a working life. iii. Sometime they have to stay away their family 3. 2. 3 Consumption pattern This subcultural group used to consume ready food and less time consuming equipment to wash and prepare food like washing machine, micro-wave oven. 4. Marketing program to reach Marketer should take strategy like ready food as 3munites nodules, packet spice and ingredients, washing machine and home cleaner. Ladies hostel for those women who have to stay outside the home. 3. 3 Religious An individual’s religious affiliation influences to great extent his consumption pattern. Those who belong to a particular religion may buy/not buy and use/not use certain goods and services. 3. 3. 1 Character Members of a particular religion constitute what we call religious subculture. Religious beliefs and rituals may dictate the use of certain items and discourage the consumption of others. The bondage or the attachment to religious belief guides a religious person. If the bondage of religion is strong, life will be guided by religious belief rather than logic and vice versa. i. They consume some item heavily during religious festival. ii. Certain items are restricted by the religious belief to consume. iii. Some stimuli influence the consumption. 3. 3. 2 Consumption pattern Muslims buy and consume certain specific food items heavily during the month of ‘Ramadan and buy lot of gifts during the ‘Eid-Ul-Fitr, and discourages its followers the consumption of certain items such as alcoholic beverage. . Marketing program to reach A devout member of ‘Islam’ may consider it immoral to be materialistic, where another member of the same religion may find nothing wrong in becoming materialistic. A marketer of cine-magazine will have no problem in reaching the later person, where it will be almost impossible for him to penetrate the market consisting of pe ople of the other mentality and religious beliefs. So a marketer should be very sensitive to determine a product or service for that particular group of people. 3. 4 Regional The way people lead their lifestyles may also vary according to where they live or from which part of the country they have moved to the other part of the country. People from a particular part of the country or people living in a particular part constitute what we call regional or geographic subculture. On this basis, there could be two different types of regional or geographic subculture. One could be based on geographic region of the country and other could be based on urban, suburban or rural distinction. 3. 4. 1 Character i. Where people live in, the part of a particular country has a certain influence in consumption. ii. The region where from he come has certain consumption pattern. iii. Ecological climate vary and that dictate the consumption. 3. 4. 2 Consumption pattern People from Sylhet, like certain food and beverage, like ‘shatkora’ one kind of lemon, which is used in preparing beef. People from Chittagong like spicy food. Fish is consumed by ever here in Bangladesh, but dry fish is consumed heavily by people living in the southern and coastal areas of Bangladesh. Those living in the hill districts display different patterns in food consumption, housing, and recreation than those of the people living in the other parts of the country. Different geographic regions of the country pose different problems that consumers must solve. The most obvious of these are the climatic conditions. Climatic conditions influence home construction clothing requirements, and recreational opportunities to name but a few. In addition, different regions of the country have different age distributions and different social histories. These variables in combination with the climatic variables have produced differing values and lifestyles which newcomers to a region generally acquire after a period of time. These regional variations influence the use of particular media, the types of products used, and the product attributes considered important. 3. 4. 3 Marketing program to reach Marketer should study the characteristics of that region and the people. A marketer should segment his market to satisfy every group. If s/he produces noodles for every segment he should prepare separate flavor and test. Regional nature, variety should be adopted for the product of service. Regional subcultures clearly influence many aspect of consumer behavior. The consumption process also is influenced by the urban, suburban, and rural distinctions, another type of regional subculture. The urban, and suburbanpeople, prefer ready or instant food, prefer eating out and enjoy their leisure in a way different from rural people. So marketer should identify this subcultural people to serve with certain marketing strategy. 3. 5 Age Subcultures may also be based on the age differences of people living in the same country and belonging to the same main culture. It is likely that those who belong to the teen age group will behave quite differently than those to the teen age group will behave quite differently. Because the outlooks, experiences, attitudes and other aspects vary among people of different age groups, their consumption patterns are likely to vary. 3. 5. 1 Teen agers: The teen agers are to be influenced more by popular heroes and heroines and will display more materialistic lifestyles. The youth market is a significant subculture for the marketer It is important to marketers not- only because it is lucrative, but also because many consumption patterns held throughout life are formed at this time. The youth, as they start their career in this age are flaunt with more luxury items. Since they have little obligation at this can spend whatever they are. Their consumption patterns lean toward personal care and luxury items. 3. 5. 2 The middle aged: This group on the- contrary are matured, worried about the future and making purchase decisions. As an attempt to build a reserve for the future, they are likely to be conservative in buying many material goods, and are found to investments. 3. 5. 3 The elderly people: They display quite different consumption behaviors with that of teen-agers and middle aged people. The elderly subculture consists of people who have gone on retirements or whose regular income generating activities have ceased. 3. 5. 3. 1 Characteristic i. Most of them live with their children; ii. Their health conditions gradually deteriorate; iii. They have emotional difficulties iv. They have minimum amount of money at hands to spend v. They are price/value conscious; vi. They are deal prone; like to shop as it has special meaning; are tuned in to the mass media vii. Read direct mail, package labels, and package inserts. These few characteristics make them behave quite differently than other groups. Because of their differences with other groups, they also require different types of products. 4. Marketing Strategy The elderly people, because of deteriorating health, will require more fat free foods, tonic items, medical advices and medication as well as hospitalization. Since they have limited incomes, they prefer comparison shopping. Because of their maturity and different attitudes, they are skeptical of advertising claims and are influenced more by the informed sources. The emergence of elderly market has created a need for many different types of products sue as old people’s clubs and a number of other products and services. Personal selling is more effective, should be remain careful about the problems of communicating with the elderly. 3. 6 Singles The singles subculture consists of unmarried individuals. This subculture is found to be increasing in urban and semi-urban areas. The size of this subculture is gradually becoming prominent to call a special marketing attention. Quite a few reasons are associated with the growing size of the subculture of the singles. 3. 6. 1 Character They could be delaying marriage; postponement of marriage; higher divorce rates; inability to find a suitable source of earning to bear family expenditures and so on. The singles have some special needs. Which can not be met through normal social interaction. 2. Marketing program to reach Marketers who can recognize their specific needs and can develop products aimed at meeting those specific needs can reap a considerable benefit. ingles night clubs; exotic telephone talk services, dating services, artificial sexual organs, bachelors’ hostels/mess, product that promise sex appeals, convenience foods, restaurants, sports equipment, etc. , could be some of the examples of products and services aimed at the subculture of singles. In a country like ours, the singles subculture is growing prominent in the urban areas, and as a result lot of hostels for both males and females have been established aiming to provide accommodation services to singles. 3. 7 Gender Subculture may also be formed based on gender difference, such as subculture of males and subculture of females. Since every society emphasizes distinct, specific roles for men and women, they are likely to behave differently. 3. 7. 1 Characteristic i. As their behaviors vary, they consume differenttypes of products and respond differently to marketing appeals. ii. Men are influenced more by aggressiveness, competitiveness, independence, self-confidence, and masculinity. iii. Women are influenced by neatness, gentleness, tactfulness, talkativeness, and feminity. 3. 7. 2 Marketing Strategy There are products which are equally used by men and women. But, different appeals in the same product are needed for these two groups. Cosmetics, perfumes, clothing, bicycles etc. , are used both by men and women. But different designs, colors, sizes, shapes, and fragrances are provided for by the marketers to appeal people of different sex. Bicycle is designed differently for men and women. Even promotional appeals are made different for these two groups. Again, among the females, those who are professionals, behave differently than those of non professionals /housewives. The working women, particularly those, who are married, will again require different types of products and services that may not be bought by unmarried working women. The shopping patterns of these two groups will also vary. Since characteristics, attitudes, and needs vary between these two groups they may be considered as two different market segments. 3. 8 Occupation People display different patterns of purchase behaviors according to their occupational involvement. People of different occupations may constitute occupational subcultures, such as subculture of the doctors, subculture of the lawyers, subculture of the teachers, subculture of the engineers, subculture of the defense personnel. . 8. 1 Characteristics A defense officer, will show different purchase behavior than someone belonging to the civilians’ society. Doctors’ may look at the nutritional aspect while buying a food item. 2. Marketing Strategy Marketers should recognize the differences in attitudes and behaviors among people of different occupations and formulate marketing strategies accordingly to be successful in each specific subculture. 3. 9 Social Class Social c lass may also be used as a determinant of subcultural differences. There could be subculture of the well-offs, subeulture of the middle class and subculture of the poor. 3. 9. 1 Rich subculture: People belonging to the subculture of the rich will display altogether different buying behavior than those of middle class and poor’s. Rich will be very selective in their purchases; 3. 9. 2 Middle-class Subculture: People of the middle class will have substantial control over their consumption decisions; poors will be very careful and cautious in taking their purchase decisions. 3. 9. Poor’s Subculture: The subculture of poverty consists of people living below the poverty line. Because of their low incomes, they will avoid buying pre-packed, instant, frozen food items as they are likely to be costlier than the fresh staple or as they have limited educational opportunities, they develop different attitudes, outlooks, and motivation resulting in different buying behaviors on the part of them. Most of their incomes are spent on basic necessities such as food, and housing. Only a small amount of their incomes are spent on clothing, transportation, recreation, and luxury. They basically look at low-cost items, favor shops where they get credit, and are attracted by different inducements offered by the marketers. 4. 0 CONCLUSION Subculture may be categorized into many different classes. Though in Bangladesh consist many subculture, we consider some of the important subcultural groups and show how they affect consumption and marketing decision. Because of the important differences within any culture, marketers must be aware of diverse subcultures -examining them individually and on their own terms. Those identified with a subculture tend to think and act alike in certain respects, and this has important implications for their lifestyle. Recognition of this has led to experimentation with market segmentation as a means of developing effective marketing strategy adapted to market targets that are believed to ha special promise. Marketers must recognize that even though their operations are confined to a particular country, or a division or district, or even to one city, subcultural differences’ may dictate considerable variations in what, how and when people buy. To deal with these differences effectively, marketers may have to alter their product, distribution systems, price, or promotion to satisfy members of particular subcultures. Bibliography Books 1. Chowdhury, Ashraful Islam; Consumer Behavior; seventh edition. Bangladesh Open University; 2007. 2. Philip Kotler and Armstrong Gray (2006); Principles of Marketing, Twelveth Edition 3. Lesikar, Raymond V and Marie E. Flatley. Basic Business Communication, 10th Edition. McGraw-Hill Company Inc. , New York 2005 Web sites http://en. wikipedia. org/wiki/Youth_subculture http://en. wikipedia. org/wiki/Subculture