Case Study, Chapter 5, Principles of Marketing by Philip Kotlar and Others

2358 Words Aug 3rd, 2012 10 Pages
Case study on
Consumer Markets and Consumer Buyer Behavior of
Harley-Davidson Motorcycles [pic] Prepared for

Course No: ETHM-4007
Course Title: Marketing Fundamentals.
Course Teacher: Kamrul Hassan

Prepared by

• MD. SHAHADAT HOSSAIN MOJUMDER o ID- 71209001 EMBA
Department of Tourism and Hospitality Management
Faculty of Business Studies
University of Dhaka

Objective.1. DEFINE THE CONSUMER MARKET AND CONSTRUCT A SIMPLE MODEL OF CONSUMER BUYER BEHAVIOR.
By the term Consumer Market it means all the individuals and households that buy goods and services for personal consumption. This means the total sum of the
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In company website there are demo(s) available to order any custom motorcycle.
Social and Cultural: As said in the Consumer Market, Harley owners are mostly belong to US and Canada where there are mixture of social statuses but one common thing is freedom and independence. While presenting the society now the company resembles American Society or that land of freedom thing. For example, You can not see people having tattoo of Honda or Yamaha but you will find thousands of Harley tattoos among its’ fan both men and women. It is not a brand but life style to American people.
Buyer’s Traits: Harley-Davidson buyers are from different variations of classes but mostly Americans. Police, Firemen, military personnel, Bankers Company CEO anyone could have a Harley when it is about having a motorcycle in America, off course with strong purchasing power. Also the Company offers several funding policy to make installments in payment.
[pic]
Buyer’s Decision Process: If the buyer is a Native American he or she has a variety of choices. They can go for any sedan with the same price with a brand new Hardly but still there are people who will buy used Harley which is also a unique feature to attract its target market.
Throughout the years, police and military organizations also have realized the advantages of using Harley-Davidson motorcycles.

Buying

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