ABSTRACT
The major subcultural segmentation variables are (1) ethnic background (race, nationality, and language); (2) religion; (3) geographic region; and (4) generation or age cohort. In addition, there are many other subcultures frequently targeted by marketers but not reviewed here, including the college market; the gay, lesbian, bisexual, and transgender (GLBT) market; the deaf community; political preference groups; Goth and punk youth; and the physically disabled market.
