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Essay / Research Paper Abstract
This 4-page paper discusses Harley-Davidson, brand equity and positioning. Bibliography lists 4 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTharlbran.doc
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Unformatted sample text from the term paper:
that consumer why the loyalty exists. As a consumer and product were not specified, this paper will examine a fictitious consumer who is a motorcycle rider. But not just any
motorcycle rider: A Harley-Davidson rider. Part I: Primary Research How does this consumer feel about the brand? As one analyst puts it,
"Harley-Davidson sells attitude with its brand-name products" (Daniels, 2011). Those products include clothing and accessories. In other words, to this individual, Harley-Davidson is more than just about climbing on some
heavyweight cruiser: Its about a way of life, its about responding to the open road and about belonging to a club that attracts like-minded riders.
Its also about being part of Americana, about cruising the roads, and a sense of freedom. There is a reason why "Harley" clubs get together to go riding.
Riding a Harley-Davidson to our consumer is state of mind more than it involves one cycle being better than another. Along these lines,
our Harley-Davidson rider will disdain other motorcycle brands. Lets think about this. Most motorcycles are the same: They have the same components, gears, tires and handlebars. Where they differ is
in branding. And there is quite a lot of feistiness among customers when it comes to branding. You wont see someone riding a BMW cycle who would, for example, be
willing to switch to a Harley "hog." By the same token, a Harley-Davidson rider might consider riding imports (such as Honda or BMW) as something a sissy would do. To
that Harley rider, riding anything but a Harley-Davidson motorcycle would be almost un-American. As such, Harley-Davidsons brand equity involves that of a lot
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