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

Depth Interviews

RESEARCH METHODS

Ethnography

RESEARCH METHODS

Survey Research Focus Groups Triangulation

Values

Core Values

Values

Core Values Personal Freedom

Values

Core Values Patriotism and American Heritage

Values

Core Values Machismo/Bolditude

Subculture: Identifiable Social Structure

Entry Barriers and Exclusivity Status based on Commitment and

Authenticity Opinion Leadership

Marketing Implications for Harley- Davidson

Close to the Customer

Cultivating commitment

socialization of new bikers

role of events and publications

social and financial exit barriers (relationships, side-bets, etc.)

Protecting and cultivating brand equity

licensing brand extension appropriate

symbols and communications

maintaining key relationships

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/

Competitor Challenges

Barriers to Entry, Homogeneity, and Growth? Gender? Age? Ethnicity?

Segments Exist Within The Subculture

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).

Growing the Market New Markets?

New customers? New products?

Brand Missionaries