psychological association with the brand-Harley Davidson and understanding attitude

formation leading to strategic branding decisions

A report submitted in partial fulfilment of the requirements for

Master of Business Administration- Consumer Behaviour

By

NILAY KUMAR- 20121027

UNDER THE GUIDANCE OF

PROF. Stanny Dias

June

2021

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Harley Davidson is also known as the bike of the elite class, it gives a unique identity to the biker
sitting on her lap, it said that everyone can’t afford this bike not just because its expensive but also
the personality of the bike and biker must also match to some extent .whenever we think of a
cruiser bike the only brand that comes into our mind is Harley Davidson because of the way it has
created its product all credit goes to its (STP) model and the company’s dedicated people who makes
these bikes handmade , basically after the assembling part takes place handpicked according to the
tase and preferences of the potential customers . For people who don’t know Harley is designed like
rolls Royce where they can be modified according to customers choice if the customer wants to
therefore these bikes are not the ordinary bikes it’s a luxury good and people make a purchase only
if they have the purchasing power. If there is a part of population which likes Harley Davidson but on
the other hand there are people who literally hate these bikes and few reasons identified are like the
heavy weight of the bikes, low mileage high maintenance costs, too expensive creates problems for
Indian roads etc. The difference lies because of the different types of thought processes and
attitudes of the people round the globe, but in this report will focus on the people of India not the
entire globe.

There are 3 types of attitudes that mostly people inherent towards a particular product or brand like
cognitive, affective and conative attitude. Different people have different attitudes and here we will
try to analyze keeping in view Harley Davidson as the product

Since we are discussing consumer behavior and attitudes we need to take into individual
perspectives and attitudes for better understanding

For a better understand of the thought process of people it is necessary to go for a short interview
along with a questionnaire that will help us to look into the broader picture of people’s attitude and
perceptions towards Harley Davidson

NOTE: - For this analysis 6 people were interviewed and a small questionary was passed recording
the responses of the 6 people

According to the results it was seen that most of the people are of age group 18-24 years old, out of
7 people 2 of them do not like cruiser bikes,

What do people like about Harley Davidson bikes? -

According to the results

43.9% of people like Harley Davisson due to its brand image

14.3% of people like Harley Davisson due to its engine

42.9% of people like Harley Davisson due to its looks

Is the price of Harley Davidson bikes worth, according to the results we found that?

28.6% of people say that Harley Davidson is worth with respect to is price

28.6% of people says Harley Davidson is not worth with respect to its price

42.9% of people says maybe (they are not sure about it)

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Do people have the desire to buy a Harley Davidson bike in the near future?

28.6% of people say that they want to buy a Harley Davidson in near future

28.6% of people say they have no plans to buy a Harley Davidson in near future

42.9% of people says maybe (they are not sure about it)

Talking about the other brands that people like to buy as an alternative to Harley Davidson as
second-best choice are

Triumph bikes-57.1%

Ducati Bikes-14.3%

Kawasaki Bikes- 28.6%

Responses with respect to what people dislike about Harley Davidson bikes are: -

1. It's too expensive

2. Price is too much
3. High Maintenance Costs
4. Pricing
5. Price too high and service cost
6. Nothing to dislike
7. Price

Which simplifies that people are not satisfied with the price of Harley Davidson since its too
expensive and incurs huge maintenance costs although 1person says that there’s nothing to
dislike about Harley Davidson bikes

People were asked that what changes do you want Harley Davidson to make that will increase its
sales by bringing a positive change in the taste and preferences of the potential consumers

7 responses: -

1. It should try to reduce price of the bike to some extend and work at low margins
2. Bringing their prices, a bit low so that they can better segment their market and get
customer of middle class, as they also like to have it, but due to price factor they move to
other brands
3. Reduce their prices
4. Pricing
5. More service Centre
6. Nothing
7. Price

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Which says that people want to company to work at low margins and reduce to price to some extent
so that more and more, people can afford it

People want to increase the service center outlets of the company

Whereas there is still one person who says all is fine with the company norms policies price etc.

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 END OF REPORT