Bus 461 Consumer Behavior
CB in Practice #1
Harley Davidson Case
Q1. Define the term ‘market segmentation’. Describe the basic steps involved in market
segmentation. What is the end goal of market segmentation?
Market segmentation means dividing mass markets into distinct groups of buyers with relatively homogeneous preferences, attitudes, or behaviors, which distinguish them from the rest of the market. The basic steps involved in market segmentation are; define and analyze the market, Identify and describe potential segments, Select the segments to be served, Determine the product positioning strategy, Design and implement the marketing program. The goal of market segmentation is to target the “best” prospective customers and therefore, those most likely to buy specific products or services.
Q2. Describe at least four generic bases (Note: demographic characteristics count as one of the
four) ...view middle of the document...
Hint: it will not be possible to provide an exact number but rather a range.
Provide the upper limit of this range.
Q6. Article two (Mehdi 2010) above discusses the history of Harley Davidson’s entrance into the
Indian motorcycle market as well as other elements of Harley’s marketing mix in India. To some
extent, Harley is not just marketing a bike but the American Idea Harley represents. Do you
believe the segments Harley should target in India are all that different from the U.S. market
segments – Why or Why not? Find and use at least one outside source beyond the article
provided – to describe why you believe this to be true.
Robert Johnson. (December 19, 2011). The Good Life -- When Heaven Is a Harley: The 50-plus crowd is having a belated romance with motorcycles. Wall Street Journal (Eastern Edition), p. R.6. - * you can google to find this article
Melhdi (January 13, 2010). Some Reflections on Entrance of Harley Davidson in India. Asianbiz, accessed electronically on February 6, 2012 at
Citing In Text Examples:
Creating a buzz through guerilla marketing tactics or other alternate marketing efforts can often
be more powerful than traditional advertising methods (Clow & Baack, 2012). With the growth
of Hispanic populations in southwestern states such as California, Nevada and Arizona (US
Census Bureau 2009), political candidates are using these types of alternate marketing efforts at
events like the Latin Alternative Music Conference to reach out to young voters (del Valle 2011).
Website (identified author): del Valle, Elena (2011). 2011 Latin Alternative Music Conference.
accessed electronically on October 12, 2011 at
Website (no author): U.S. Census Bureau (2009). National Population Projections by State.
Census.gov, accessed electronically on September 12, 2011 at