How is Harley-Davidson using marketing to influence emotional aspects of the motorcycle buying process? What role are
Question:
How is Harley-Davidson using marketing to influence emotional aspects of the motorcycle buying process?
What role are consumer characteristics likely to play in a consumer’s decision to buy a Harley-Davidson in India?
In terms of the anchoring and adjustment process, what challenges and opportunities does Harley-Davidson face in marketing to Indian consumers?
Using the consumer behavior concepts in this chapter, explain the marketing thinking behind allowing buyers to test-drive any of the Harley-Davidson bikes. Do you agree with this marketing decision? Why or why not?
How might consumers use thought-based decision models when considering a motorcycle purchase in India? What are the implications for Harley-Davidson?
Research Methods For Business Students
ISBN: 9781292208787
8th Edition
Authors: Mark Saunders, Philip Lewis, Adrian Thornhill