Subcultures are groups of people who share values, norms, and behaviors that differ from the mainstream culture. They can be based on factors like ethnicity, religion, lifestyle, hobbies, or interests.  Subcultures can influence consumer behavior in subtle ways. For example, when ads or products use words or symbols from a subculture, it can make people feel a connection. This connection can shape what people like and choose to buy.  Subcultures can also stereotype a typical consumer identity. For example, baby boomers are becoming less materialistic and their product and service selections... Show more

Subcultures are groups of people who share values, norms, and behaviors that differ from the mainstream culture. They can be based on factors like ethnicity, religion, lifestyle, hobbies, or interests. 

Subcultures can influence consumer behavior in subtle ways. For example, when ads or products use words or symbols from a subculture, it can make people feel a connection. This connection can shape what people like and choose to buy. 
Subcultures can also stereotype a typical consumer identity. For example, baby boomers are becoming less materialistic and their product and service selections reflect their concern for the environment and quality of life. 
Examples of subcultures include: College students, American hipsters, and Countercultures. 
Some factors that can comprise a subculture include: Material culture, Social institutions, Belief system, Aesthetics, and Language.

Show less