MGMT WK1 Ethnographic study

WK1

Ethnographic study

A qualitative research method focused on understanding the culture and experiences of a specific group through direct observation and participation.

Subculture

A group of people within a larger culture that differentiates itself from the larger culture based on its beliefs, values, or interests.

Harley Davidson

An iconic American motorcycle manufacturer known for its large, heavyweight motorcycles and strong brand loyalty among its riders.

Sense of community

A feeling of belonging to a group, which can significantly impact an individual's identity and social connections.

Brand loyalty

The tendency of consumers to continue buying the same brand over others due to recent positive experiences or perceptions of quality.

Rebel vs. Enthusiast

Categories used to classify motorcycle riders based on their attitudes; 'rebels' may see themselves as outsiders while 'enthusiasts' share a passion for riding and gather in clubs.

Rite of passage

A significant event or experience that marks a transition in a person's life, often associated with acquiring a Harley Davidson.

HOG club

Harley Owners Group; a club that provides members with access to local events and activities, fostering a sense of belonging among Harley owners.

Cultural identity

The identity or feeling of belonging to a group, usually associated with shared beliefs, values, or practices.

Community belonging

The psychological sense of community that individuals feel when they share characteristics or interests with others.

Social status

The position or rank of a person or group within a social hierarchy, which can be influenced by the ownership of certain brands or products.

Market share

The portion of a market controlled by a particular company or product, in this case, the dominance of Harley Davidson in the motorcycle market.

Consumer culture

A social and economic order that encourages the acquisition of goods and services in ever-increasing amounts.

Social implications

The effects that a specific behavior, such as purchasing a Harley Davidson, has on an individual's relationships and standing within a community.

Brand image

The perception of a brand in the minds of consumers, which can influence their purchase decisions.