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Subculture

Subculture. Subcultures of Consumption. a subculture of consumption is a distinctive subgroup of society that self-selects based on a shared commitment to a particular product class, brand, or consumption activity. RESEARCH METHODS. Non-Participant Observation. RESEARCH METHODS.

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Subculture

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  1. Subculture

  2. Subcultures of Consumption

  3. a subculture of consumption is a distinctive subgroup of society that self-selects based on a shared commitment to a particular product class, brand, or consumption activity

  4. RESEARCH METHODS • Non-Participant Observation

  5. RESEARCH METHODS • Depth Interviews

  6. RESEARCH METHODS • Ethnography

  7. RESEARCH METHODS • Survey Research • Focus Groups • Triangulation

  8. Values • Core Values

  9. Values • Core Values • Personal Freedom

  10. Values • Core Values • Patriotism and American Heritage

  11. Values • Core Values • Machismo/Bolditude

  12. Subculture: Identifiable Social Structure • Entry Barriers and Exclusivity • Status based on Commitment and Authenticity • Opinion Leadership

  13. Marketing Implications for Harley- Davidson

  14. Close to the Customer

  15. Cultivating commitment • socialization of new bikers • role of events and publications • social and financial exit barriers (relationships, side-bets, etc.)

  16. Protecting and cultivating brand equity • licensing • brand extension • appropriate symbols and communications • maintaining key relationships

  17. Long Term Issues How do I become a member? The only way to be a C.O.B.B. member is if youride a motorcycle, have been down at least once, no matter how minor orserious the injury and get a C.O.B.B. shirt. If you haven't been down yet,COBB bless ya! Your status of Gonnabe C.O.B.B. is almost like that of aprospect. Until the unfortunate time comes when you finally fall, (don't rush,we'll be here), you will be known as a COBBanna boy. http://www.cobbsociety.com/

  18. Competitor Challenges

  19. Barriers to Entry, Homogeneity, and Growth? • Gender? • Age? • Ethnicity?

  20. Segments Exist Within The Subculture

  21. Maybe not a subculture? The so what factor… • The modern American, then, was tied, if only by the thinnest of threads and by the most volatile, switchable loyalties, to thousands of other Americans in nearly everything he ate or drank or drove or read or used. Old-fashioned political and religious communities now became only two among many new, once unimagined fellowships. Americans were increasingly held to others not by a few iron bonds, but by countless gossamer webs knitting together the trivia of their lives (Boorstin, 1974, p. 148).

  22. Growing the Market • New Markets? • New customers? • New products? • Brand Missionaries

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