Microcultures and How Brands or Firms Can Utilize Demographics to Target an Audience

Case Study 4
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Case Study 4
1 Describe microcultures and explain how brands or firms might be able to utilize the demographics to better target an audience.
According to Neuliep (2020), microcultures refer to those perceptible groups of individuals with similar beliefs, values, and behavioral systems of the dominant cultural group but with a common history and verbal and non-verbal symbol systems. Although identical with macro-cultures, most microcultural communities share similar experiences and traits. They are often classified by social class, age, sexual orientation, geographic area, ethnicity, religion, size, occupation, and race to mention a few (Neuliep, 2020, p. 84). There are various microcultures, and individuals may belong to different microcultures based on their demographic characteristics. I belong to multiple microcultures, including the Generation Z, protestant, heterosexual, and middle-class cultural groups. Today, businesses recognize the influential role of consumer demographics in the marketplace.
Target audiences refer to the particular consumer group most likely to purchase a...