Consumer Behavior and Subcultures

Objectives: Understand and analyze subcultures. Analyze how companies market to a specific market segment. Develop specific recommendations to improve marketing & sales. Content requirements: Identify and research one subculture in China and explain the following: Briefly describe the history, relevance, trends, and importance on consumer behavior in your country. What observations can you make about how specific companies have been successful (or not successful) in marketing/selling to these subcultures? And why? Give some specific examples. How have the companies tried to influence this subculture? Develop 2 or 3 specific recommendations of how companies can further improve their marketing efforts and sales to this subculture market segment. For each recommendation justify how/why it would improve the company’s marketing efforts. Format requirements The paper should be 5 to 7 pages, using 1.5 vertical spacing in Word format. Be specific with your analysis and recommendations. Adding relevant images, ads, marketing samples is expected. No table of contents or executive summary required. Cover sheets, images, appendices, etc. do not count towards the overall page count. All images, graphs, appendices must be properly referenced the paper. Proper citations are required for all external sources.