Flashcards
Subculture & Identity
Cards in this deck (23)
- 1SubcultureMembers of group sharing distinct beliefs/common epxeriences
- 2Bicultural consumersBlend of mainstream culture together with distinct behavioural corms/customs. Composite of unique beliefs/values/customers of subcultures together with core cultural themes shared by mainstream culture
- 3So, subcultures share the following...The exist 'within society', not at margins
All consumers are part of a subculture
Characterised by individual identity/act of consumption - 4Tribal MarketingInitially, 3 questions:
1. Identifying what constitutes and distinguishes tribal marketing
2. Understanding why it is of significance
3. Recognising how a tribal marketing approach can be implemented - 5Framing the scope of tribal marketingConsumers: a group of people held together by a common passion
Marketers: a group to market and nurture - 6Understanding the different 'connection levels'Utilitarian:
Primarily used for functional reasons
Emotional:
Brands where people have some involvement with
Self-Identification:
Brands where people/groups have deeply embedded (and shared passions) - 7What is the distinction between a segment and a tribe?Segments:
Female 18-49: L'Oreal
Male 30-45: Callaway Golf
Male 18-24: Kokanee Beer
Tribes:
'Artists' who use technology to create: Mac
Performance enthusiasts: BMW
Rebels 'escaping' traditional society: Harley Davidson - 8The Commercial BenefitsTribal consumers converse and interact:
Credible advocates that spread word-of-mouth
Tribal brands have authenticity amongst their most ardent loyalists
Scope for higher profits due to willingness to pay higher prices
Scope for collecting market insights/ideas for enhancements due to tribal 'gatherings'
RISKS of WOM:
Benefits may take long time to materialise
e.g. of tribes:
Trekkies; Liverpool fans with 'you'll never walk alone' - 9No more mass culture?According to Maffesoli,
mass culture has disintegrated and that social existence is now conducted through fragmented tribal groups - 10Tribal MarketingCova & Cova:
Today, consumers are looking not only for products and services that enable them to be freer, but also for products, services, employees and physical surroundings which can link them to others, to a tribe. - 11Situating tribal marketing within postmodernismGreater stress on individualisation together with desire for personalisation
Increasing fragmentation of societyL a sense of 'fracturing' together with desire for seeking and forging re-attachment
Debate as to whether 'community' is too rational and collective
Phenomenon of individuals having shifting membership of multiple tribes; network of societal micro-groups - 12What gives consumers 'capital' in the tribal marketplace?Being in the know
Using the right language
Buying the right clothes
Listening to the 'right sort of music'
So, 'capital' revolves around belonging, identification, peer credibility/kudos, peer acceptance - 13In summary, tribes are characterised by...Multiple number, but consumers can opt-in/opt-out
A sense of playfulness - involvement is discretionary
An existence that can be transient/fleeting
A stress on inventiveness and 'thinking out of the box' - 14Tribal Marketing: Ducati2007 Marketing Manager becomes
Tribe Director
Focus on engaging word of mouth from tribe members
Organisational events: Ducati Weekends and World Ducati Week
200,000 Ducati owners and virtual tribe of 12 million visitors to the site ducati.com
Fans create Ducati t-shirts - 15The importance of gatherings to tribesEphemeral groups more important influence on their behaviour
But, what are they seeking?
The experience of shared emotion - 16Cova & Cova's TRIBAL CLOVER
- 17The importance of rituals'Tribes are constantly in flux, brought ever again into being by the repetitive symbolic ritual of the members but persisting no longer than the power of attraction of these rituals and of their cult-objects. In fact, the (re)construction or (re)possession of meanings through shares experiences and their enactment through rituals is the most potent form of maintaining tribal identity in our postmodern societies'
- Cova & Cova, 2002 - 18The importance of ephemerality'Postmodern tribes are inherently unstable, small-scale, 'affectual' (Maffesoli, 1996) and not fixed by any of the established parameters of modern society. Instead, they can be held together essentially through shared emotion and passion'
- Cova & Cova, 2002 - 19The case of Salomon1994, traditional brand, but outdated but still world leader in winter sports equipment
Decides to focus on snowboard phenomenon: 'We will go there to listen, we will be low profile, be humble'
Aim proximity with tribe, participant observation conducted
1995, sets up marketing unit made up of snowboarders - design of specific logo (for snowboard activities), tribal members invited to join design of Salomon projects - 20AcculturationProcess of movement/adaptation to a country's cultural environment by a person from another country.
Dual phenomena: assimilation or ressistence to blending process, insulation from mainstream culture
Crucially, one's sense of identification will impact upon direction/pace of transition process
Implication for marketers: Ability of customers to acquire skills required in new culture - 21Acculturation agents: 2 typesCulture of origin and culture of immigration
1. Movement: Motivations explaining how/why people uproot/move
2. Translation: How one navigates/negotiates the new norms/social conventions
3. Adaption: Emergence of new consumption forms - 22Acculturation outcomes1. Assimilation:
Adoption of habits/values of mainstream culture
2. Maintenance:
Continued adherence to culture of origin
3. Resistance:
Unwillingness to lose identities
4. Segregation:
Desire to remain distinct from host community - 23Acculturation and Global Consumer CultureConvergence of tastes globally as opposed to 'globalisation' - blend of global preferences together distinct meanings across countries
DIMENSIONS:
1. Extent of engagement with different cultures - cosmopolitan
2. Level of exposure/awareness to global brands
3. Degree of intensity of international social interactions
MARKETING IMPLICATIONS:
1. Consumer ethnocentrism can function as barrier to acculturation
2. Materialism can encourage consumption of goods/experiences
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- Consumer Behaviour Flashcards on Subculture & Identity , created by Abigail Cullis on 27/07/2016.
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- Abigail Cullis
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