Harley-Davidson Chapter 5

Chapter 5

Consumer Markets and Consumer Buyer Behavior

Individual Assignment 

1. Read the opening vignette to the chapter. Think about the answers to the following questions:
1. What was Harley-Davidson’s old strategy?
2. Who is Harley-Davidson’s new market?
3. How has Harley changed its media strategy?
4. What psychological feelings does Harley-Davidson wish to tape in a potential owner? In an existing owner? How do these feelings match you or your situation?
5. Evaluate Harley-Davidson’s strategy.

Think-Pair-Share

1. Consider the following questions, formulate an answer, pair with the student on your right, share your thoughts with one another, and respond to the questions from the instructor.
1. As briefly as possible, explain the “black box” concept of buyer behavior.
2. What are the most important “cultural” influences on consumer behavior?
3. What are the most important “social” influences on consumer behavior?
4. How is lifestyle used in marketing products?
5. How can a marketer shape your beliefs and attitudes? How can this be done over the Internet?
6. What is cognitive dissonance? How do marketers attempt to reduce it?

Outside Example

When asked about their least favorite aspect of TV viewing, most people say it’s the commercials. Although most consumers understand that commercials support free programming, they are bothered by the growing number of commercial interruptions. One way to avoid all the clutter is to channel surf and bypass commercials. But digital video recorders (DVRs) offer another solution—skip commercials altogether while still watching your favorite show on your own schedule.

Consumers are discovering DVRs and love the freedom they find through services like TiVo. The service allows consumers to automatically record shows and skip commercials during playback. Statistics show that DVR users watch more TV, channel surf less, enjoy their DVR almost as much as their cell phone, and move many prime-time week shows to the weekend, when they have more leisure time. Many advertising agencies believe that DVRs will be the end to commercial dominance and put the consumer in the driver’s seat as never before.

Now that satellite TV companies and cable companies alike have joined in by offering DVRs as part of their service, market penetration should be rapid.

1. How would the elimination of traditional television advertising affect the Buyer Decision Process?
2. What social and personal factors might influence you to buy this product? How might they keep a consumer from buying this product?
3. Describe the buyer decision process for this new product. Who might have adopted this technology 3 years ago? What group of buyers will be purchasing it now?
4. How would you market this product so that you created a need in the consumer’s mind? How would you aid in the consumer’s information search and evaluation of alternatives?