Subculture

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Subculture
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Subcultures of Consumption
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• 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

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RESEARCH METHODS

• Non-Participant Observation

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RESEARCH METHODS

• Depth Interviews

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RESEARCH METHODS

• Ethnography

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RESEARCH METHODS

• Survey Research
• Focus Groups
• Triangulation

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Values

• Core Values

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Values

• Core Values
• Personal Freedom

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Values

• Core Values
• Patriotism and American Heritage

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Values

• Core Values
• Machismo/Bolditude

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Subculture Identifiable Social Structure

• Entry Barriers and Exclusivity
• Status based on Commitment and Authenticity
• Opinion Leadership

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Marketing Implications for Harley- Davidson
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Close to the Customer
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Cultivating commitment

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

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Protecting and cultivating brand equity

• licensing
• brand extension
• appropriate symbols and communications
• maintaining key relationships

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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/
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Competitor Challenges
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Barriers to Entry, Homogeneity, and Growth?

• Gender?
• Age?
• Ethnicity?

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Segments Exist Within The Subculture
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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).

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Growing the Market

• New Markets?
• New customers?
• New products?
• Brand Missionaries