Editing Consumer behaviour (section)

====Subcultures====
[[File:Harley.electraglide.750pix.jpg|thumb|left|Harley-Davidson enthusiasts are an example of a consumption subculture.]]

[[Subculture]]s may be based on age, geographic, religious, racial, and ethnic differences. More often, however, a [[subculture]] occurs when people with shared interests form a loose-knit group with a distinctive identity (sometimes called ''consumer tribes''). Members of subcultures are self-selected, and signal their membership status by adopting symbols, rituals, or behaviours that are widely understood by other members of the tribe (e.g. a dress code, hairstyle or even a unique way of speaking). For example, within youth culture it is possible to identify a number of sub-groups with common interests such as skaters and bladers, surfers, ravers, punks, skin-heads, Goths, homies, and others. Generally known as communities, as they create a sense of belonging to something important.

A different type of subculture is a ''consumption subculture'' which is based on a shared commitment to a common brand or product. In other words, consumption subcultures cut across demographic, geographic, and social boundaries. The most well-known example of a consumption subculture is that of [[Harley-Davidson]] motorcycle owners. Ethnographic researchers who have studied Harley riders believe that there are only two types of motor cyclists: Harley owners and the rest.<ref>Schouten, J and Mcalexander, J.H., "Subcultures of Consumption: An Ethnography of the New Bikers", ''Journal of Consumer Research,'' vol, 22, no1, June 1995</ref> Harley-Davidson has leveraged the values of this subculture by establishing the Harley Owners Group (HOG).<ref>Bhattacharya, C. B., Rao, H. and Glynn, M.A., "Understanding the Bond of Identification: An Investigation of its Correlates among Art Museum Members", ''Journal of Marketing,'' Vol. 59, no. 4, 46-57</ref>
[[File:Goth Model.jpg|thumb|Members of the 'Goth' subculture share a dress code.]]
Subcultures are important to marketers for several reasons. Firstly, given that subcultures can represent sizeable market segments which are profitable and influential, there are obvious advantages in developing and selling products and services that meet the needs of subculture members. Secondly, and perhaps less obviously, many new fads and fashions emerge spontaneously from within these tribal groups. Trend-spotters are accordingly interested in studying the lifestyles and activities of tribes in an effort to spot new trends before they go mainstream.