Southern University College of Business E-Journal


This paper reviews the term subculture and the impact that it has in marketing that is often overlooked by practitioners in their decision making. Subcultural influences have been thoroughly researched in psychological and social fields of study. However, it has been ignored and given little consideration in real world marketplace decision making. As marketing borrows many theories of consumer behavior from the aforementioned fields, it only makes sense to critically acknowledge and exercise sound subcultural theory when it comes to strategic and tactical decision making in a real world environment. Understanding what subculture is and how it is defined is a key start in recognizing its importance in marketing.