Sub-cultural division and Consumption pattern of consumers in India

Sub-Cultural division and Consumption pattern of consumers in India

The influence of culture is inevitable in our societal living. However, within a larger society, there are sub systems of values exhibiting variations in behavioral pattern. Marketers have begun to segment larger societies into smaller subgroups that are homogeneous in relation to cultural values.

The individuals of a specific subculture vary in their consumption patterns. They show variation in lifestyle, financial viability, food preferences, reading habits, purchase of specific brands in a particular product category, purchase time, store patronage, etc.

Multi Culture in India

India is said to be a country of multi cultures. It is so because of its long history of civilization. Different rulers have ruled the country. These rulers had different systems of governance and social practices. However, now there is unity in diversity which is important to any marketer in framing strategy for marketing.

The diversity has given birth to ever increasing number of States. India is a country with 29 states and six union territories. Each state has its own own culture. There are more than one subculture is found in some states. There are major religions such as Hindus, Muslims, Sikhs, Christians, Jains and Bhuddhas.

Each state and religion has its own traditional style of dressing, wearing ornaments, food preferences etc. Wheat and wheat products are consumed more in north India. People in south India consume rice. Certain communities do not eat non-vegetarian food, while among the other communities non-vegetarian food is popular.

Differences in Consumption pattern

Differences are found in the consumption pattern related to rural – urban sub-cultural division. Variations are found in preferences for food items, housing, clothing, home, furnishing, transport vehicles used, recreation and leisure activities, saving pattern, etc.

Economic Status – Classes of people in India

Economic status is another important sub-cultural variation. According to economic status, people can be divided into three classes:

  1. the upper or affluent class,
  2. the middle class, and;
  3. the lower class.

The affluent class accounts for only a negligible portion of the society. Luxury items are consumed more by the affluent class.

On the other hand, the lower class spends more on necessary items. People in the lower class have very little purchasing power.

What is more important to the marketers is the middle class which forms a big chunk. Marketers have evinced a keen interest in the consumption pattern of the middle class. In spite of the regional, linguistic and cultural activities in India, middle class consumers follow a common pattern of the lifestyle and buying behavior. They are basically a security seeking class. They need social security along with economic and emotional security. They respond favorably towards innovations, only if they are convinced about their security needs. They always strive to rise higher in social strata. They purchase products which add to the joy and comforts of their family members.

Thus, a study of sub-cultural variations will help, the marketer in designing marketing programmes suitably to target consumers of each subculture category.

Leave a Reply




Recent Posts


Related pages


what is budgetary control definitionpartnership firm dissolutiondisadvantage of vertical integrationdemoted meaningdefinition of drawer drawee and payeedrawer drawee payee definitionmixed economies advantages and disadvantagesurbanized definitionrecievable turnover ratiohow to calculate nominal wagemerits of e commercedefine decentralisationwto and gattpurpose of activity based costingadvantages and disadvantages of convenience samplingadvantages of functional organisational structuredefinition of deficit financingwhat are the advantages and disadvantages of specializationoffice lightingsunfavourable balance of paymentstep by step factoring calculatorauditor negligencedays sales outstanding dsoformula of inventory turnover ratiopublicity definition in public relationsamalgamate definecentralization and decentralization of authoritysufficiency of audit evidencehow to find profitability indexwhat are the advantages and disadvantages of e commercedefinition for sole traderjoint stock company advantages and disadvantagesdisadvantages and advantages of advertisementsidbi bank brancheshow to prepare sales budgeta characteristic of capital budgeting isprinciples of cooperativesparticipative leadership style advantages and disadvantagesdecentralization advantagesdisadvantages of budgetingintra vires definitionliquidity ratio acid testbatches meaningindian contract act bare actunctad commoditiesfiling classification systemscoop dividend cardwhat are commercial papers in indiawindow dressing financial statementsobjectives of mrtp acttreasury bill market in indiadeficit financing meaningadvantages and disadvantages of bureaucracy pdfdemotion meaningfunctions of sbi bankrules for precis writingnhb bondsaudit markingsorganization for officeadvantages of tqmdefinition of mercantileinventories turnover ratiodifference between equity share and debenturewhat is idle time in cost accountingjuristic definitionfinancial flexibility definitionspeculators definitionsample tripartite agreementaccounting rate of return disadvantagesauditing tick marksdifferences between stocks and bondsvariance costingover the counter exchangesaccounting inventory turnover ratioconsumer movement in india