Explain the marketing thinking behind allowing buyers

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Assignment:

CASE QUESTIONS

1. How is Harley-Davidson using marketing to influence emotional aspects of the motorcycle buying process?

2. What role are consumer characteristics likely to play in a consumer's decision to buy a Harley-Davidson in India?

3. In terms of the anchoring and adjustment process, what challenges and opportunities does Harley Davidson face in marketing to Indian consumers?

4. Using the consumer behavior concepts in this chapter, explain the marketing thinking behind allowing buyers to test-drive any of the

5. 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?

Reference no: EM133384656

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