Kelly The list is limited to English-language monographs whose research was based substantially on extended fieldwork and which deal ethnographically with topics in Japan anthropology.
Davidson, for their time and support in this project. This paper discusses the market impact of one such subculture, i.
In prolonged engagement with the subculture, the authors have utilized participant observation and depth interviews to investigate the marketing implications of the "Harley subculture.
Consumer-initiated new-product development, mass-marketed mystique, extraordinary brand identification, and transcendence of national and cultural boundaries. Existence of these phenomena in other subcultures of consumption is documented, and their implications are discussed. Subcultures are intriguing social units for market research and segmentation Zaltman due to their relative homogeneity of norms, values, and behaviors.
Past studies of subcultural consumption patterns have focused on ethnic or other ascribed subcultures, such as African American, Hispanic, Italian, Jewish, and WASP see, e.
This research examines instead subcultures that self-select on the basis of shared consumption interests cf. Donnelly and Young United by commitment to particular careers, avocations, or lifestyles, certain non-ethnic subcultures, like surfers, skateboarders, hot rodders, and Deadheads, exhibit high degrees of homogeneity that not only carry over into consumer behaviors but actually become articulated as unique ideologies of consumption.
The homogeneous styles and activities of these subcultures of consumption make them significant to marketers as self-defining market segments that tend to transcend cultural contexts Strattondemographic cohorts Pearsonand ethnicities Klein Furthermore, their commitment and innovative behaviors carry their market impact far beyond the bounds of normal consumption.
Hard-core or high status members of a consumption subculture act as innovators and opinion leaders Foximbuing certain products with meaning that ultimately is shared or consumed by a much larger market peripheral to the core.
For example, hard-core punk rockers create styles which are copied faithfully by soft-core members of the subculture and are imitated more loosely by "pretenders" who are peripheral to the core subculture Fox A review of extant ethnography of consumption-oriented subcultures reveals the existence of apparently symbiotic relationships between such subcultures and the marketing institutions that supply the products and services that support the subculture's ideology of consumption.
Our data reveal four interesting characteristics of relationships between marketers and consumption-oriented subcultures: General theoretical and methodological guidance were gleaned from a review of extant ethnography of various non-ethnic subcultures see, e.
Themes suggested within the literature were probed and developed in the context of the authors' ongoing ethnographic study of Harley-Davidson motorcycle ownership. Data consisted of field notes based on observation and brief interviews, and of photographs, taken not only at the rally but also along the road from the author's starting point in Ames, Iowa.
During the week of the rally an estimatedmotorcyclists, the majority on Harley-Davidsons, passed through the small town of Sturgis.
Published accounts of the rally e. Rallies provided excellent opportunities to participate in and observe certain aspects of the subculture of motorcycle enthusiasts. In March of the second author observed retail preparations for Bike Week at Daytona, the nation's largest rally.
The first author conducted participant observation at two motorcycle rallies in the company of key informants during June and July of The first was attended primarily by BMW owners, however other brands were represented including Harley-Davidsons and British bikes.
The second, a "Freedom Rally" sponsored by ABATE a national organization that lobbies for legislation affecting biker liberties, most notably helmet laws of Iowa, was attended almost exclusively by Harley-Davidson owners, although a handful of European and Japanese bikes were observed.
HOG Rally participation was limited strictly to Harley owners. We rode in the company of a Los Angeles based chapter of the organization that took us in and treated us as fellow chapter members.
In addition to observation at rallies, we have also gathered extensive interview and observational data in other venues. We developed close research relationships with several key informants who provided interviews as well as access to various formal and informal settings with other motorcyclists.
Interviews were conducted conversationally in naturalistic sites such as informants' homes or more commonly garagesmotorcycle swap meets, club meetings, rallies, rides, bars, and restaurants with field notes recorded afterward via microcassette recorder and subsequent transcription.
Immersion in the subculture has also led to familiarity with publications targeted to various subgroups of bikers. Close reading of such magazines as Biker, Easyriders, American Iron, Supercycle, Enthusiast, and Hog Tales, as well as rally publications and newsletters, assisted in the interpretation of interview and observational data.Ethnography Essay Words | 4 Pages Greektown Ethnography I took a trip to Greek town Casino in Detroit Michigan with my father, this trip was something of an unexpected trip but I figured it was a great place to observe the behaviors of many different cultures as Greek town casino is the home of a multicultural society.
The history of Afghanistan, (Persian: تاریخ افغانستان , Tārīkh e Afġānistān, Pashto: د افغانستان تاريخ , Da Afġānistān Tārīkh) as a state began in with its establishment by Ahmad Shah alphabetnyc.com written recorded history of the land presently constituting Afghanistan can be traced back to around BCE when the area was under the Achaemenid.
European Advances in Consumer Research Volume 1, Pages MARKET IMPACT OF A CONSUMPTION SUBCULTURE: THE HARLEY-DAVIDSON MYSTIQUE. John W. Schouten, University of Portland, U.S.A.. James H. McAlexander, Oregon State University, U.S.A. [We wish to thank the people of Harley-Davidson, Inc., especially Steve Piehl, Frank Cimermancic, Jim Paterson, and Willie .
In Japan, however, the reality was that there were few classes teaching practical techniques of ethnography.
But the fact that ethnography is producing results in the marketing field in the West has become known in Japan, and as a result, Japanese companies have taken an interest in ethnography.
This module is one of several regional ethnography modules offered by the Department of Anthropology (currently China, Japan, South Asia, South East Asia, Near & Middle East, West Africa, and East Africa). Ethnography: Ainu Worldview The Ainu, Japan’s native aboriginal people, are very much an isolated people, living now only in the northern island of Japan, Hokkaido.