Case Study Harley-Davidson -Devoted Consumers Building Success Measuring Success Offers good bikes, Currently has 23% of all U.S bike sales and 50% of upgraded showrooms heavyweight segment and sales tactics Demand above supply with Research has helped to waiting lists up to 2 years understand customers Sales doubled in the past six emotions and motivation years while earnings have tripled Consumer emotions motivations, and lifestyle 2005: 19th straight year of record sales and income have been translated into effective advertising O Copy rights reserved, Zou Deqiang
6 6 © Copy rights reserved, Zou Deqiang Building Success • Offers good bikes, upgraded showrooms and sales tactics. • Research has helped to understand customers’ emotions and motivation. • Consumer emotions, motivations, and lifestyle have been translated into effective advertising. Harley-Davidson Davidson – Devoted Consumers Devoted Consumers Case Study Case Study Measuring Success • Currently has 23% of all U.S. bike sales and 50% of heavyweight segment. • Demand above supply with waiting lists up to 2 years. • Sales doubled in the past six years while earnings have tripled. • 2005: 19th straight year of record sales and income
Why Consumer Behavior is Relevant? TVC: Chanel No 5 The first perfume with man-made chemical ingredients, current position? Moulin Rouge: lifestyle? Ideal self? >Unconscious processing? What kind of need? Brand personality? iL IN RouGH O Copy rights reserved, Zou Deqiang
7 7 © Copy rights reserved, Zou Deqiang Why Consumer Behavior is Relevant? • TVC: Chanel No. 5 ¾The first perfume with man-made chemical ingredients, current position? ¾ Moulin Rouge: lifestyle? ¾Ideal self? ¾Unconscious processing? ¾What kind of need? ¾Brand personality?
Consumer Buying Decision-Making Process Individual Situational influences influences Decision-making process Group influences Marketing mix 8 O Copy rights reserved, Zou Deqiang
8 8 © Copy rights reserved, Zou Deqiang Consumer Buying Decision-Making Process Situational influences Individual influences Group influences Marketing mix Decision-making process
Model of Buver Behavior Marketing and other stimuli Buyer's black box Buyer responses Marketin Other Product choice Product Economic Buyer characteristics Brand choice Price Technological Buyer decision process Dealer choice Place Political Purchase timing Promotion Cultural Purchase amount 9 O Copy rights reserved, Zou Deqiang
9 9 © Copy rights reserved, Zou Deqiang Model of Buyer Behavior
Factors Influencing Consumer Behavior Cultural Culture Personal Reference groups Psychological Age and life- cycle stage Motivation Occupation Family Perception Economic situation Buyer Subculture Lifestyle Beliefs and Personality and Roles and status self-concept Social class O Copy rights reserved, Zou Deqiang
10 10 © Copy rights reserved, Zou Deqiang Factors Influencing Consumer Behavior