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Identity, Marketing

The culture of most societies is far from being homogeneous. They are composed of multiple smaller but quite distinct cultural groups, called subcultures. Marketers investigate subcultures thoroughly to understand the beliefs, values, and customs of consumers from different subcultures. They can be based on their nationality and ethnicity, generation (age), gender, religion, geographic location or region, occupation, income, and social class. The major ways to define subculture and the marketing strategies used to target customers based on their subcultures are discussed next.

Major Dimensions of Subculture
Nationality and Ethnicity

The subculture based on nationality and ethnicity is a key factor in forming consumers’ value system and purchasing habits. According to the Pew Research Center, in 1960, the population of the United States was 85 percent white; by ...

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