subcultures
broad groups of consumers within a society's culture having similar values which distinguish them from the rest of society
subject matter expert ...
subculture The segments within a culture that share distinguishing meanings, values, and patterns of behavior that differ from those of the overall culture.
The social environment can include both the mainstream culture (e.g., Americans are more likely to have corn flakes or ham and eggs for breakfast than to have rice, which is preferred in many Asian countries) and a subculture (e.g.
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