The impact of subculture on consumer behavior Research Paper

The impact of subculture on consumer behavior - Research Paper Example The paper discusses the different types of subcultures. The age and the ethnic subculture are discussed in detail. Due to the varied nature of consumer preferences that have emerged as a consequence of subcultures, the managers have to spend time and resources in construing a marketing mix that caters maximally to the diverse needs of consumers. A business culture is defined as the set of shared values, perceptions, attitudes and the philosophies of an organization. These values are instilled into the employees through the mission statement of the organization. The mainstream culture of the organization is reflected in its subcultures. Consumption helps to construct an identity for the consumer (Saren, 2007). Subculture refers to the pockets or segments of culture that show variations in attitudes, customs, values and norms as a result of geographical distances or the departmental aims or job requirements of an organization (BusinessDictionary.com, 2010). The Consumer Culture Theory helps to explain the relationships between the consumers, their consumption practices and their socio-cultural systems and analyzes cultural meaning systems (Arnould & Thompson, 2005). Subcultures operate within the broader perspective of the professional culture; yet, subcultures are different from the main culture since the people forming the subculture have some degree of difference in their values and behaviors. There are various types of subcultures present in an organization. Some subcultures have a major impact on the organizational policy, whereas others are barely conspicuous and unimportant. This paper attempts to explore the impact subculture has on consumer behavior. Gattorna (2009) observes that the dynamic alignment concept involves the alignment and integration of four elements: the market place, the responses to consumer demands, the internal cultural