MKTG578 - Wk4 - Perri, Emily

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Feb 20, 2024

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WEEK 4 DRAFT Week 4: Subcultures and Reference Groups Emily A. Perri DeVry University MKTG578: Consumer Behavior
WEEK 4 DRAFT 2 Subculture and Reference Group Subcultures and reference groups are closely related. A subculture is a group of individuals within a culture who share the same traditions, rituals, values, and beliefs (What Are Subcultures, 2022) . Subcultures tend to be associated with younger generations and the youth; often times older generations are apprehensive towards some subcultures, especially anything out of their norm. It’s been proven that if the subculture is popular enough it can become more mainstream (Drew, 2023) . Reference groups are groups that are a bit smaller within the culture, they can come from friendships, associations, and/or interests. They are groups of people within the culture or subculture that have the same interests. These groups can be formal or informal; some examples of reference groups come from schools, clubs, professional groups, and other networks (Cultures and Subcultures, 2023) . Verizon and Subcultures Being a telecommunication company Verizon doesn't have one specific subculture group that is targeted. There are subcultures that can more relate to Verizon and the services they provide. Verizon can attract a wide array of customers from all groups. A few subcultures that Verizon attracts are the cell phone and single parent subculture groups. Cell phones are a part of everybody’s everyday life and a major part of society today. Cell phones used to just be a form of communication, making sure that any time you can get in touch with someone at home or at work. Over the last decade cell phones have evolved and become much more than devices used for communication (Canton, 2012) . The cell phone subculture is completely driven by the youth and their use of phones. Today cell phones are used for texting, gaming, blogging, making videos, and social media posts (Canton, 2012) . All of this is perfect for Verizon. Verizon has a reliable network with top-of-the-line phones so it’s easy to attract the youth and others who are in this market. Another subculture that could show interest in the communication options that Verizon offers is those of single parents. In the US
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