The Harley Davidson
Consumer buyer behavior refers to the buying behavior of final consumers-individuals and households that buy goods and services for personal consumption. All of this final consumer combine to make up the consumer market. The American consumer market consist of more than 300 million people who consume more than $13 trillion worth of goods and services each year, making it one of the most attractive consumer markets in the world. The world consumer market consists of more than 6.6 billion people who annually consume an estimated $65 trillion worth of goods and services.
Consumers around the world vary tremendously in age, income, education level and tastes. They also buy an incredible variety of goods and services. How these diverse consumers relate with each other and with other elements of the world around them impact their choices among various products, services, and companies.
To get a better sense of the importance of understanding consumer behavior, let’s look first at Harley-Davidson, maker of the nation’s top-selling heavyweight motorcycles. Who rides these big Harley “Hogs”? What moves them to tattoo their bodies with the Harley-Davidson emblem, abandon home and hearth for the open road, and flock to Harley rallies by the hundreds of thousands? You might be surprised, but Harley-Davidson knows very well.
The Harley-Davidson example shows that many different factors affect consumer buying behavior. Buying behavior is never simple, yet understanding it is the essential task of marketing management.
Here take a look about the consumer buyer decision process on the example of Harley-Davidson’s motorcycles. The buyer decision process consists of five stages: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post purchase Behavior. Clearly, the buying process starts long before the actual purchase and continues long after. Marketers need to focus on the entire buying process rather than on just the purchase decision.
Consumers around the world vary tremendously in age, income, education level and tastes. They also buy an incredible variety of goods and services. How these diverse consumers relate with each other and with other elements of the world around them impact their choices among various products, services, and companies.
To get a better sense of the importance of understanding consumer behavior, let’s look first at Harley-Davidson, maker of the nation’s top-selling heavyweight motorcycles. Who rides these big Harley “Hogs”? What moves them to tattoo their bodies with the Harley-Davidson emblem, abandon home and hearth for the open road, and flock to Harley rallies by the hundreds of thousands? You might be surprised, but Harley-Davidson knows very well.
The Harley-Davidson example shows that many different factors affect consumer buying behavior. Buying behavior is never simple, yet understanding it is the essential task of marketing management.
Here take a look about the consumer buyer decision process on the example of Harley-Davidson’s motorcycles. The buyer decision process consists of five stages: Need Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Post purchase Behavior. Clearly, the buying process starts long before the actual purchase and continues long after. Marketers need to focus on the entire buying process rather than on just the purchase decision.