Business Studies

Buyer and Consumer Topic 7 Q1 Identify five consumer subcultures and briefly describe each in your own words. Select two of the subcultures and discuss the similarities and differences between the consumer behavior exhibited by each group. In replies to peers, list additional examples of similarities and differences for each.

ANSWER

Consumer Subculture

Subcultures serve as educational hubs for social learning and ideological awakenings, eventually leading to a break from the mainstream. By incorporating features of identity construction, social imagination and interaction, critical mindset, and creativity into this mutual learning process for social change, subcultures provide consumers with an engaging, effective, and multi-perspectival learning experience( Ulusoy, 2015). Notably, some of the consumer subcultures include: age cohorts where the people who are about the same age are interested in a specific lifestyle for example college students might be interested in biking or skateboarding, gender and sexual preferences in this case people of the same gender are attracted to a certain lifestyle that is uniquely suited  for a specific  gender for example female are more attracted to beauty products than males, ethnic and racial backgrounds one might be interested in specific lifestyle depending on their ethnic communities or races due to the cultural diversity of the communities , religious believes people from different religious groups are likely to have different lifestyles  depending on the practices of their religious group due to differences in doctrines and the social classes people of different classes will have different preferences for example the upper class people might be interested in buying luxury brands while the lower class might not due to the difference in buying power.

In this paper, I will discuss some of the similarities between the age subculture and the religious subculture and their differences. To begin with, age and gender have similar characteristics; for example, in the case of a millennial generation, they require a brand to be interactive with them by providing customized and personalized products, while on the other hand, females require brands that interact with them through loyalty cards since a huge number of females possess this loyalty cards and participate in loyalty programs (Radojka, & Filipović, 2017). On the other hand, they are different because there is a difference in their involvement. The participation of both genders in loyalty programs is uneven, while in the millennial age group, all of them are well learned and are conversant with technology hence participating fairly in online shopping.

References

Radojka, K., & Filipović, Z. (2017). Gender differences and consumer behavior of millennials. Acta Economica Et Turistica, 3(1), 5-13.

Ulusoy, E. (2015). Subcultures As a Learning Community and Sites of Education: Subcultural Schooling For Social Change. ACR North American Advances.