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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.

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