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Journal of Consumer Research, Inc.Subcultures of Consumption: An Ethnography of the New Bikers Author(s): John W. Schouten and James H. McAlexander Source: Journal of Consumer Research, Vol. 22, No.
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01
Identify the specific subculture you want to analyze.
02
Research the characteristics, values, and behaviors of that subculture.
03
Gather data on consumption patterns related to the subculture.
04
Use surveys or interviews to collect insights from members of the subculture.
05
Analyze the data to understand how the subculture influences consumer behavior.
06
Document your findings clearly, outlining key trends and factors.

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01
Marketers looking to target specific consumer groups.
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Businesses aiming to tailor products to niche markets.
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Researchers studying consumer behavior and market trends.
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Social scientists interested in cultural dynamics.
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Policy makers seeking to understand economic impacts of subcultures.
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Subcultures of consumption refer to groups of consumers who share specific values, beliefs, and behaviors related to their consumption choices that differentiate them from the broader culture.
Individuals or organizations involved in market research or consumer behavior studies, particularly those focusing on niche groups, are typically required to file reports on subcultures of consumption.
To fill out a subcultures of consumption, one must gather data on the specific beliefs, behaviors, and consumption patterns of the target subculture and input this data into the appropriate reporting format.
The purpose of studying subcultures of consumption is to understand the unique consumer behaviors and preferences of specific groups, which can inform marketing strategies and product development.
Information that must be reported includes demographic data, consumption patterns, values, beliefs, and influences particular to the subculture being analyzed.
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