ADM 3321 Chapter Notes - Chapter 13: Saatchi & Saatchi, Grey Market, Yer
23 Feb 2016
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Subculture: a group whose members share beliefs and common experiences that set them apart from others. An individual might identify with a microculture based on a lifestyle or aesthetic preference. Ranging from uni age, teenage, tweens, to kids. Gen y is an increasingly ethnically diverse generation. Your needs and preferences change as you grow older, often at around the same time as with others of your own age. Our age is a big part of our identity. We are more likely than not to have things in common with others of our own age than with those younger or older. An age subculture is based on an age cohort: a group of consumers of the same or approximate age who have undergone similar experiences. Product sales can be dramatically affected by linking brands to vivid memories and experiences, especially for items that are associated with childhood or adolescence.
