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doc65Objectives
Beabletodefinetheconsumermarketandconstructasimplemodelofconsumerbuyerbehavior.
Knowthefourmajorfactorsthatinfluenceconsumerbuyerbehavior.
Understandthemajortypesofbuyingdecisionbehaviorandthestagesinthebuyerdecisionprocess.
Beabletodescribetheadoptionanddiffusionprocessfornewproducts.
Harley-Davidson
Harley“Hogs”accountfor1/5ofU.S.cyclesales
Saleshaveexceededsupplyforyears
1986-2000:Fourstocksplits,increaseof7,100
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