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TY Marketing. Subcultures of Consumption. What is a subculture?. Sometimes consumers can become brand loyal whereby they always buy a particular brand of a product, e.g. Coca-Cola would have a high level of brand loyalty.

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ty marketing

TY Marketing

Subcultures of Consumption

what is a subculture
What is a subculture?
  • Sometimes consumers can become brand loyal whereby they always buy a particular brand of a product, e.g. Coca-Cola would have a high level of brand loyalty.
  • However, sometimes people become more than loyal to a brand. They see the qualities associated with a brand as so relevant to them that it becomes part of their identity.
  • A subculture is a group of such fans.
harley davidson
Harley Davidson
  • The connotations: the loud rumble of a Harley engine; black leather riding apparel; and, of course, the Hell's Angels and other stereotypically unsavoury, grizzled, bearded, beer-swilling, tattoo-covered biker gangs.
  • Over the years, the "hog," as the bike is affectionately known by its riders, developed a reputation as the preferred transportation of outlaws; a gritty subculture grew up around the motorcycle and established it as an iconic badge in America and abroad.
  • Though remaining the ride of choice for hard core bikers, by the end of the 1990s the Harley—once feared and despised by law-abiding middle and upper-class Americans—had been gradually transformed into well-polished, sporty recreational vehicles for "weekend warriors." Ironically, possession of a Harley—with its rich history and lore—was becoming a status symbol.
harley davidson1
Harley Davidson
  • The subculture is robust that it brings together people who share common interests, values and behaviours.
  • There are even different segments within a subculture. A Harley Davidson fanatic of Latin origin is known as a Harlista
  • http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u/18/RfHxa_kqL-8
  • Harley Davidson transcends cultures…
  • http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u/20/W5nsdmBIhk0
  • And genders…
  • http://www.youtube.com/user/harleydavidson?blend=1&ob=4#p/u/42/HKQGUBsFd30
star wars vs star trek
Star Wars Vs. Star Trek
  • Science fiction fans in particular are noted for obsession and the creation of subcultures.
  • Some believe this is because space is now the unknown frontier that undiscovered lands once were, inspiring mystery and imagination.
  • Many Sci-fi fans treat their obsession as almost religious and some seem to want to exist in this make believe world.
  • What is the appeal of Star Wars? Star Trek? Harry Potter?
star wars
Star Wars
  • One of the major legacies of Star Wars is the importance of merchandising. Never before was it so integral a part of a movies promotion and success.
  • http://www.youtube.com/watch?v=28W6ibMI6Gc
  • http://www.youtube.com/watch?feature=endscreen&NR=1&v=V9KKJuwsut4
the fans
The fans
  • Star Wars fans are known to have become so fanatical that they actually made some actors involved in the films come to regret playing their part.
  • http://www.youtube.com/watch?v=yfEw5H_LSoQ
  • Some never became as famous as their character…
  • http://www.youtube.com/watch?v=cGctB8aXpKE
  • Arguably, however, no fans are so dedicated as Star Trek fans...
  • http://www.youtube.com/watch?feature=endscreen&v=cZt3RTeGtZk