MGMT WK1 Ethnographic study

Ethnographic Study of Harley Davidson Culture and Community

Abstract

• Purpose: Discusses how activities and relationships give meaning in life, focusing on the Harley Davidson community.

• Design/Methodology/Approach: Examines how a sense of belonging impacts identity and mindset related to culture and consumption.

• Findings: Harley Davidson has a significant following in the USA and potential in China.

• Originality/Value: This study analyzes the subset of the Harley Davidson community, exploring habits and social influences on decisions to join this subculture.

Key Questions to Explore

• What are the social norms associated with owning a Harley Davidson?

• What personal changes and impacts result from this lifestyle?

• Who is attracted to this particular lifestyle?

Research Methodology

Initial Survey Phase

• Conducted at Powersports of Lafayette, IN.

• Participants: 50 survey responses mainly from new Harley Davidson consumers.

• Topics Explored:

  • Riding preferences (alone vs. in groups).

  • Reasons for choosing Harley Davidson versus other brands.

  • Anticipated related purchases ahead of buying a motorcycle.

• Key Survey Insights:

  • 98% prefer riding in a group or with a passenger.

  • 66% chose Harley for brand image rather than product superiority.

  • 88% intended to make additional brand-specific purchases.

Observations/Interactions

• Observed at various locations frequented by Harley riders including shops and biker-friendly establishments.

• Key Observations:

  • Riders rarely alone; groups promote community engagement.

  • Harley Davidson attire is prevalent among riders.

  • Riders share deep personal connections to the brand; important social events revolve around the Harley brand.

Interview Phase

• Focus: Social interactions and impacts of Harley ownership.

• Findings:

  • The concepts of "rebel" and "enthusiast" categorise riders.

  • The Harley Owner's Group (HOG) fosters community and loyalty among owners.

  • Many riders dreamed of ownership before legal age, highlighting aspiration and commitment to the brand.

Cultural Insights

• Captured how Harley Davidson embodies a lifestyle that transcends the product itself.

• Loyalty to the brand, even at the expense of not owning a motorcycle, signifies a strong emotional tie to the community.

• Social media often inaccurately portrays motorcycle riders as outlaws, contrasting with the inclusive community observed among Harley owners.

Conclusion/Summary

• Harley Davidson's cultural significance creates a 'rebels without a cause' identity, where individuals seek connection, freedom, and a sense of belonging.

• This brand-cult identity encourages community bonding, participation in events, and enduring loyalty among its consumers.

• Future research aims to examine these social dynamics in emerging markets like China, noting potential cultural differences in product attachment and consumer behavior.

References

• Cited various research works exploring social norms, consumer loyalty, and cultural impact, providing a thorough academic framework for the ethnographic analysis.