Case Study, Chapter 5, Principles of Marketing by Philip Kotlar and Others
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 consumers available for the specified industry with buying power.
Harleys Hogs captures 23 percent pf all US bike sales and almost 50 percent of heavyweight motorcycles. As per the latest Edition of Principles of Marketing by Philip Kotler and others,” Average Harley customer is a 47 year old male with a median income of $82,000. But as per a recent study in 2011 by PRNEWSWIRE, Harley-Davidson is the market leader among Core Customers (Caucasian men 35+) in the U.S. on-road 651cc+ motorcycle market. But as a matter of fact, today more than 12 percent of Harley owners are women. That is why analysts say” you put off the leather and you never know who you will find.” Though it had a BAD BOY image in its primitive age but it was also associated with Police, Firemen and now a day, a wide variety of people including military personnel and veterans. But, mostly they have few things common like most of them are American or if outside America then identified by themselves or others as Free Souls. Consumers believe Harley renews their spirits and announces their independence. As we can see the following picture.
[pic]
MODEL OF BUYER BEHAVIOR
THE ENVIRONMENT BLACK BOX BUYER RESPONSES
Product Economic Buyer’s Traits Buying Attitude
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 consumers available for the specified industry with buying power.
Harleys Hogs captures 23 percent pf all US bike sales and almost 50 percent of heavyweight motorcycles. As per the latest Edition of Principles of Marketing by Philip Kotler and others,” Average Harley customer is a 47 year old male with a median income of $82,000. But as per a recent study in 2011 by PRNEWSWIRE, Harley-Davidson is the market leader among Core Customers (Caucasian men 35+) in the U.S. on-road 651cc+ motorcycle market. But as a matter of fact, today more than 12 percent of Harley owners are women. That is why analysts say” you put off the leather and you never know who you will find.” Though it had a BAD BOY image in its primitive age but it was also associated with Police, Firemen and now a day, a wide variety of people including military personnel and veterans. But, mostly they have few things common like most of them are American or if outside America then identified by themselves or others as Free Souls. Consumers believe Harley renews their spirits and announces their independence. As we can see the following picture.
[pic]
MODEL OF BUYER BEHAVIOR
THE ENVIRONMENT BLACK BOX BUYER RESPONSES
Product Economic Buyer’s Traits Buying Attitude