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

Qualitative Research Approaches Essay Example | Topics and Well Written Essays - 1250 words

Qualitative Research Approaches - Essay Example This in turn reduces the economic growth and is barriers to economic development since a huge proportion of the inhabitants do not give to the economy. Various measures have been taken to reduce homelessness among the HIV infected adults, but they are not effective since the measures taken do not consider the needs of those infected. The aim of this research is to find out the needs of homeless people living with HIV in order to develop sustainable strategies that will be effective in reducing level of homelessness among those infected with the virus. Ethnography is suitable for this research since the needs of the people living with HIV will be obtained on a first hand basis. Interview bias, common in researches dealing with HIV, will be avoided with this since the researcher will interact with the participants in their day to day activities hence get accurate information. In the current decade, an increasing number of illiterate adults are heading to school to get the basic education. According to the International Adult Literacy Survey (2002), some of the reasons for this are the increasing awareness on the importance of basic education and increase in empowerment programs that encourage illiterate adults to get education. However, going back to school at an older age has its challenges. Most of the adults in these programs have jobs to attend to and families to raise. This makes education one of the least of their priorities hence they do not learn as much as they should. The aim of this research is to study the experience adults go through in school. This will help adult literacy programs and planners come up with strategies that will ensure maximum information is learned by adult learners given that they have other responsibilities. Phenomenology is suitable for this research study since the researcher will understand the experiences of adult school