MCS 2600 Lecture Notes - Lecture 10: Fast Product, Protestantism, White Bread

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Khalil Rohani

Document Summary

Subculture: a distinct cultural group that exists as an identi able segment within a larger, more complex society: within a culture, but are set apart slightly by their different beliefs and values. Two elements: unique beliefs, values and customs of speci c subcultures, central or core cultural values and customs shared by most of the population, regardless of subcultural memberships ex. Many countries have multiple languages that you must take into account: must also take into account media usage. Tv viewing habits by ethnicity ( gure 12. 4: live tv vs. time-shifted, we can also look at product usage by segment, product categories, help support value of using nationality and ethnicity as a way to segment the market. Religious subcultures: 200+ organized religious group in the the u. s, primary organized faiths include, protestant denominations, roman catholicism, islam judaism, consumer behaviour symbolically and ritualistically associated with the celebration of religious holidays, especially foods differ!