If marketers at Disney wanted to better understand these clubs, what type of consumer research method would you suggest? Why do you think that method is the most appropriate?

Disney Social Clubs (CASE)

In the article from the LA Times about Disney “superfans” who organize themselves into social clubs.

Read the article. Then, in a well-written essay of no more than two double-spaced pages in total, respond to the following three questions:

1) Do you think these social clubs constitute a subculture? Explain your reasoning.

2) Do you think consumption of Disney is affected by social class? Which class(es) do you think are represented in the article?

3) If marketers at Disney wanted to better understand these clubs, what type of consumer research method would you suggest? Why do you think that method is the most appropriate?

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