Management and Organizational Studies 3321F/G Chapter 13: CHAPTER-13-MOS-3321
28 Aug 2016
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Group memberships within our society help to define us. Subculture: group whose members share beliefs and common experiences that set them apart from others. Every one of us belongs to many subcultures related to our age, ethnic background, or the region of canada where we live. Subcultural identification influences our every day expectations and consumption preferences. An individual may also identify with a microculture: based on a lifestyle or aesthetic preference: ex. Mixed martial arts enthusiasts, who share a passion for the fighting competitions that combine a variety of fighting disciplines. Group members of micro cultures share a strong sense of identity that they express through various programs and activities. People can identify with both subcultures and micro cultures. These similarities can create opportunities for marketers or can raise red flags. Marketers must also remember to speak to members of am age group in their own language.
