Term Paper by Jasim
SUBCULTURE IN BANGLADESH
AND IT’S IMPORTANCE IN MARKETING.
1.0 INTRODUCTION
Culture is an extremely broad and encompassing term. It includes what we have learned, our history, values, morals, customs, art, and habit. Marketing takes place within a given culture. Marketers should know that experience, history, values, morals, customs, art, habit, etc. vary within a given culture requiring different marketing programs. Not everyone in the same country or society shares the same behavioral pattern of the dominant or main culture. It clearly indicates that there are subcultures, such as those of northerners, southerners, city-dwellers, the poor, teen agers, elderly, religious groups and so on. The identification of a subculture may provide a firm with a segment of a market that it can develop. For example, products have been developed in great quantity for the teenage subculture, and advertising has been directed to these consumers. Each subculture, like a larger culture, has distinctive values, beliefs, and attitudes that the marketer must understand if he is effectively to exploit them. It is not always easy to identify differences among subcultures. It is easy to develop mistaken stereotyped notions about subcultures due to the lack of proper knowledge on subcultures. Marketers are interested in identifying any subculture as a potential market for their products.
1. Origin of the Report
Dr. Md. Ashraful Islam Chowdhury, Professor, of Dhaka University, authorized this report in oral, as part of the course curriculum of Consumer Behavior (M-602). This is an individual assignment, which was assigned after a series of class lectures and presentations by the professor.
1.2 Problem and purpose
1.2.1 Problem Statement To analyze the existing subculture in Bangladesh and take appropriate marketing strategy to reach them.
1.2.2 Objectives of the study
• Understand the subculture context of Bangladesh
• Identify different types of subcultures
•
AND IT’S IMPORTANCE IN MARKETING.
1.0 INTRODUCTION
Culture is an extremely broad and encompassing term. It includes what we have learned, our history, values, morals, customs, art, and habit. Marketing takes place within a given culture. Marketers should know that experience, history, values, morals, customs, art, habit, etc. vary within a given culture requiring different marketing programs. Not everyone in the same country or society shares the same behavioral pattern of the dominant or main culture. It clearly indicates that there are subcultures, such as those of northerners, southerners, city-dwellers, the poor, teen agers, elderly, religious groups and so on. The identification of a subculture may provide a firm with a segment of a market that it can develop. For example, products have been developed in great quantity for the teenage subculture, and advertising has been directed to these consumers. Each subculture, like a larger culture, has distinctive values, beliefs, and attitudes that the marketer must understand if he is effectively to exploit them. It is not always easy to identify differences among subcultures. It is easy to develop mistaken stereotyped notions about subcultures due to the lack of proper knowledge on subcultures. Marketers are interested in identifying any subculture as a potential market for their products.
1. Origin of the Report
Dr. Md. Ashraful Islam Chowdhury, Professor, of Dhaka University, authorized this report in oral, as part of the course curriculum of Consumer Behavior (M-602). This is an individual assignment, which was assigned after a series of class lectures and presentations by the professor.
1.2 Problem and purpose
1.2.1 Problem Statement To analyze the existing subculture in Bangladesh and take appropriate marketing strategy to reach them.
1.2.2 Objectives of the study
• Understand the subculture context of Bangladesh
• Identify different types of subcultures
•
Bibliography: Books 1. Chowdhury, Ashraful Islam; Consumer Behavior; seventh edition. Bangladesh Open University; 2007. 2. Philip Kotler and Armstrong Gray (2006); Principles of Marketing, Twelveth Edition 3. Lesikar, Raymond V and Marie E. Flatley. Basic Business Communication, 10th Edition. McGraw-Hill Company Inc., New York 2005 Web sites http://en.wikipedia.org/wiki/Youth_subculture http://en.wikipedia.org/wiki/Subculture