The Consumption of a ‘Self-development’ Product or Service?Take the Dance Club at Copenhagen Business School as an Example

This research takes the Dance Club at Copenhagen Business School as an example to attempt to explain consumption behaviors of a ‘self-development’ product, using qualitative methods. With 3 different qualitative methods, the researcher analyzes the consumption behavior in culture perspective, consumer rituals, identity and consumption/selves in transition. The dancing classes have many virtues to contribute to the identity construction of female college students and the research gives the a clear understanding of female college students’ consumer behaviors in dancing classes. Upon understanding, marketers will have a clearer insight into the current market and trend.