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 you ride a motorcycle, have been down at least once, no matter how minor or serious 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 a prospect. Until the unfortunate time comes when you finally fall, (don't rush, we'll be here), you will be known as a COBBanna boy. a C.O.B.B. shirt

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