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TY Marketing

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

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  1. TY Marketing Subcultures of Consumption

  2. 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.

  3. 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.

  4. 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

  5. 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?

  6. 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

  7. 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

  8. Trekkies • Arguably, however, no fans are so dedicated as Star Trek fans... • http://www.youtube.com/watch?feature=endscreen&v=cZt3RTeGtZk

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