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Skateboarding can be considered a form of art, a job or just a recreational activity. The skateboarding has continued to be influenced by its veterans into becoming more exciting, challenging…
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Cultural Analysis: Turkey and US Consumer Behavior in the US Skateboarding is a very popular action sport not only in USA but also across the world. Skateboarding can be considered a form of art, a job or just a recreational activity. The skateboarding has continued to be influenced by its veterans into becoming more exciting, challenging but also safe. It is estimated that there are 8 million skateboarders in USA alone 85% of whom are below the age of 18. 95% of our target market is male (Marcus 19). This clearly shows out target market in USA is the younger population. Since most of the people in this age bracket are under the custody of their parent or guardians, the two are the major sources of funds used to purchase the items.
Even though 85% of the group is not of legal age and probably do not have a stable source of income, they continue to be of great influence to those who finance them into buying skatingboarding products. According to Chris Simpson, a return customer on Freebord.com, all the purchases of Freebord (our brand name) and other skatingboarding products have been financed by his parents. Chatting from our online platform, Chris admits that his parents have their worries on how safe skateboarding is. To cater for such worries, we also sell high quality protective gear such as helmets, elbow pads, wrist guards and knee pads. We also have a body armor kit which involves all the latter three protective gears sold as a bundle and at a discount. This keeps our customers safe and thus making us have high rates on return customers. The quality of our skateboards and other accompanying accessories is the greatest motivation for those who demand our products. Quality and safety are the key demand drivers for our product here in USA.
Social organizations in Turkey
Turkey is our future market for our Freebord product. Generally, Turkey has had good business relations with the USA. Turkey has USA as one of its leading import source after the EU. In Turkey, wealth and status are the major determinants of social status. The basic categories of class are; the rural population, the large rural landowner class, the urban lower class, the urban middle class and the wealthy urban educated class. Social organization includes the online community which has further segments of subdivisions according to interests. Twitter, Facebook are the popular social sites from which groups with young people are further categorized (Ergener 40-43). Social clubs and groups in which our business is likely to benefit from are those involving students in middle school, high school and universities. An online group by the name Internations.org which is a successful club in Turkey would also be a good target group from which we could make contacts with skateboarders from countries with the skateboarding craze. The family is the most essential social unit in Turkey with the father being the final decision maker. A person’s life revolves around the family regardless of the age of the family member. Rock music is the most popular subculture and is characterized by Punk fans most of whom are in their youthful age (Ergener 45).
Online communities such as Facebook and Twitter will help our company expand into Turkey via social media marketing. Existence of the rock music subculture which is highly associated is to the advantage of our company’s effort to build a relationship with Turkish rock fans. The family being one of the most important social units in Turkey, our marketing strategy will be to demystify the false belief that skateboarding fans are rebels. The urban community will be our main target in Turkey since they have a deeper understanding on skateboarding. Urban areas are more preferred by skateboarders as opposed to rural areas. The Freebord product has a huge probability of success in Turkey as it seeks to expand into other countries outside USA.
Works Cited
Ergener, Rashid. About Turkey: Geography, Economy, Politics, Religion, and Culture. Boulder, CO: Pilgrims Process, 2002. Print
Marcus, Ben. The Skateboard: the Good, the Rad, and the Gnarly: an Illustrated History. Minneapolis, MN: MVP, 2011. Print.
Simpson, Chris. Interview on Consumer behavior. Interview conducted on 26th February 2013 online as http://community.freebord.com/forum/forum.php Read More
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