They have asked you to explain consumer behavior to help them understand how to approach new consumer groups and how to best interest them in a Harley Davidson motorcycle. They want to know how you would approach this activity. You may find these questions useful in developing your response:

How does Harley$-$Davidson build long$-$term customer relationships?

What is Harley$-$Davidson$$s value proposition?

Relate the concept of customer equity to Harley$-$Davidson. How does Harley$-$Davidson$$s strategy focus on the right relationships with the right customers?

Explain how each of the four sets of factors affecting consumer behavior affects the consumer purchase process as it relates to motorcycles from Harley Davidson.

What demographic segment of consumers is Harley Davidson targeting?