Supply Chain Essay

2054 Words Aug 11th, 2012 9 Pages
Consumer Markets and Consumer Buyer Behavior

Case Study Harley Davidson
Building Success
• Understanding the customers’ emotions and motivation • Determining the factors of loyalty • Translating this information to effective advertising

Measuring Success
• Currently 22% of all U.S. bike sales • Demand above supply • Sales doubled in the past 5 years with earnings tripled

Case Study
Harley-Davidson – Devoted Consumers
Building Success
• Offers good bikes, upgraded showrooms, and revised sales tactics. • Consumer emotions, motivations, and lifestyle research has been translated into effective advertising. • Harley riders are fiercely loyal to the brand, older, better educated, affluent.

Measuring Success
• Currently has
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Model of Buyer Behavior
Figure 5.1

Model of Consumer Behavior
Product Price Place Promotion
Marketing and Other Stimuli

Economic Technological Political Cultural

Buyer’s Decision Process

Buyer’s Black Box

Characteristics Affecting Consumer Behavior

Product Choice Brand Choice Dealer Choice

Buyer’s Response

Purchase Timing Purchase Amount

Characteristics Affecting Consumer Behavior
Culture Social Personal Psychological


Factors Influencing Consumer Behavior

Figure 5-2

Characteristics Affecting Consumer Behavior Key Factors
• • • •

Social Personal Psychological

Cultural Factors exert abroad & deep influence on consumers behavior. Culture Subculture Social Class

Factors Affecting Consumer Behavior:
Culture • Culture is most basic cause of a person's wants and behavior. • Culture is the set of basic values, perceptions, wants, & behaviors learned by a member of society from family and other important institutions. • Marketers always try to spot cultural shifts in order to discover new products that might be wanted.

Factors Affecting Consumer Behavior:
ex. Cultural shift toward greater concern about health & fitness has created change industry for health & fitness services.

Factors Affecting Consumer Behavior:

Cultural Factors: Subculture of people with shared value

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