Human behaviours are largely learned. Our values, perceptions, wants, and behaviours are shaped by what we have been exposed to within family and institutions that engaged us right from childhood. Achievement, success, humanitarianism, material comfort, individualism, faith, fitness, health, efficiency and practicality are values that are distilled in people through exposure.
As they say, culture is the way of life of a group of people, referring to what they value and the patterns of their perceptions. A child who grew up in the United States is likely to have been exposed to a set of values from which his perceptions, wants, and behaviours are shaped. If you meet anyone from that part of the world, you notice a buying behaviour shaped differently. Visit Northern Nigeria, and you would see a buying behaviour driven by faith and local tastes, a different set of values. The values could dictate their consumption patterns.
A local food processing firm learned this lesson a couple of years ago. It learned that its Northern consumers weren’t patronising its well-packaged, widely promoted spaghetti brand as expected. After conducting a brief survey, it was discovered that the tastes of consumers from that part of the market had been shaped by years of consuming Tuwo, an overcooked sort of food and traditional delicacy.
The firm’s response to those findings was swift. Instead of putting more money into changing the consumers’ taste through consumer education and engagement, it reviewed the product, producing a type of spaghetti that was closer to the taste and cooking expectations of the region. Alas. It didn’t take too long for the product to find acceptance.
Such is how cultural factors exert influence on consumer behaviour. Experienced marketers can relate to the preceding. Every society is influenced by cultural factors. These factors vary from country to country, region to region. Failure to spot and adjust to cultural differences can lead to an unacceptable product launch failure.
Meanwhile, culture can shift. When culture shifts, it is often because of external infiltration, new realities and experiences.
We have seen in recent years cultural shifts driven by growing concern about health and fitness, which created a huge market for exercise equipment, fitness content, more natural and low-fat foods, as well as training gear.
We have seen the shift towards informality opening market for casual wear, work-from-home realities creating demand for home work stations and a new set of collaborative technologies; increased desire for leisure time driving up demand for convenience products and services – creating businesses for fast food delivery services, microwave manufacturers, etc.
We have also noticed the strong presence of subcultures. Subculture comprises a group of people who share value systems based on common experience, within a larger system. They could be resistant to the larger culture in some cases.
“While we all exist within a broader culture, most of us also belong to smaller groups that share distinct values, beliefs, and behaviours,” revealed the Journalism University.
It added, “These subcultures act as powerful lenses through which we view products and make consumption choices. Understanding these influences has become essential for businesses looking to connect meaningfully with their target audiences.”
Subcultures often form around music genres, religious affiliations, wellness, sports, environment, and education, amongst others. Given time, these groups can grow into a formidable, serviceable, profitable market segment.
Businesses that service subcultures successfully align with the specific values, passions, and lifestyles of the niche groups. They address and engage them uniquely, moving beyond generic marketing. For instance, Red Bull aligns itself with fans of extreme sports. Patagonia appeals to the environmentally conscious market. Twitch serves the live-streaming and gaming market. Google bonds with innovators and employees. TikTok penetrated the market, connecting with a lifestyle audience who wanted freedom.
In conclusion, here are some of the ways to tap culture and subculture segments for business:
- Evaluate the Market – Conduct research to determine the size and lifestyles of the targeted cultural or subculture segment. Evaluating the segment will provide insight into the likelihood of profit, essentially when it comes to cost-revenue projection.
- Deploy Authentic Storytelling – Use stories that resonate with the specific segments to captivate attention. For instance, if your subcultural target is interested in the environment, weave in stories around major environmental issues that create mental bonding with your products.
- Use Influencer Partnerships-Influencers exert a deep influence on niches. Partnering with niche creators on the preferred platforms of the niche will increase visibility and generate credibility that will boost conversion to your brand.
- Leverage Interactive Experiences – Find a way to connect live with the targeted segment through events, workshops, and co-creation sessions that deepen a sense of community. Culture-sensitive markets are thrilled by live engagements that showcase their identity. Loyalty follows such patterns.
