How can you use consumer culture to develop a successful marketing strategy?

1 What is consumer culture theory?

Consumer culture theory (CCT) is a framework that helps marketers analyze and interpret consumer culture. It draws from various disciplines, such as sociology, anthropology, psychology, and media studies, to explore how consumers make sense of their consumption experiences and how they construct their identities, communities, and lifestyles through consumption. CCT can help you gain insights into how consumers create and express meaning, value, and emotion through the products and services they consume.

2 How can you use CCT to segment your market?

One of the key applications of CCT is to segment your market based on consumer culture and subculture. Consumer culture refers to the dominant or mainstream culture that influences most consumers in a given society or market. Subculture refers to the distinct groups of consumers that share specific values, norms, tastes, and behaviors that differ from the mainstream culture. For example, you can segment your market based on subcultures such as hipsters, vegans, gamers, or environmentalists. By using CCT, you can identify the characteristics, needs, and preferences of each subculture and tailor your marketing strategy accordingly.

3 How can you use CCT to position your brand?

Another way to use CCT is to position your brand in relation to consumer culture and subculture. You can choose to align your brand with the dominant consumer culture or differentiate it from the mainstream. You can also choose to associate your brand with a specific subculture or appeal to multiple subcultures. For example, you can position your brand as a leader, innovator, challenger, or follower of the consumer culture. You can also position your brand as a supporter, ally, or advocate of a subculture or as a bridge, connector, or mediator between subcultures. By using CCT, you can craft a unique and compelling brand identity and story that resonates with your target audience.

4 How can you use CCT to design your marketing mix?

A third way to use CCT is to design your marketing mix based on consumer culture and subculture. Your marketing mix consists of the four Ps: product, price, place, and promotion. You can use CCT to create products and services that meet the needs, wants, and expectations of your target market. You can also use CCT to set prices that reflect the perceived value and quality of your offerings. You can use CCT to choose the best channels and locations to distribute and sell your products and services. And you can use CCT to develop effective promotional strategies that communicate your brand message and value proposition.

5 How can you use CCT to evaluate your marketing performance?

A final way to use CCT is to evaluate your marketing performance based on consumer culture and subculture. You can use CCT to measure the impact and effectiveness of your marketing strategy on your target market. You can use CCT to collect and analyze feedback and data from your customers and potential customers. You can use CCT to identify the strengths, weaknesses, opportunities, and threats of your marketing strategy. And you can use CCT to make adjustments and improvements to your marketing strategy based on your findings.

6 How can you learn more about CCT?

If you want to learn more about CCT and how to use it to develop a successful marketing strategy, you can start by reading some of the seminal and recent works in the field. Some of the influential authors and researchers in CCT include Russell Belk, Eric Arnould, Craig Thompson, John Schouten, and Robert Kozinets. You can also follow some of the journals and publications that specialize in CCT, such as the Journal of Consumer Research, the Journal of Consumer Culture, and the Journal of Marketing. You can also join some of the online and offline communities and networks that discuss and share CCT, such as the Consumer Culture Theory Consortium, the Association for Consumer Research, and the American Marketing Association.