Harley Davidson: A Lifestyle Based on an Attitude

Consumer behavior is the way a person reacts when they purchase an item and that item effects the way the represent themselves. For example, the famous motorcycle brand Harley- Davidson is the epitome of a "bad boy". The folks who ride around on their "Harleys" have a handlebar mustache, cut off t-shirts, leather jackets, smoke cigars and/or cigarettes, and drink Jack Daniels... straight.

Just off the record, this is my neighbor and family friend, Ron, and he is more than alright with me using these shots. In fact, he's flattered to know that I am showing how the product can effect the consumer.

 

Now, this might take away from the credibility of my claims, but this man was born in the back country and has spent the majority of his life on a Harley. However, the more interesting part about the effect Harley- Davidson has had on Ron is the man he is now is different than the man I met 12, or so, years ago. When I met Ron, he was a suave businessman who ran a very successful local company and drove a convertible Lexus coupe. 

Now, all the while he was still a hick-at-heart, but he appeared to me as this successful, clean cut man. This perception of Ron caused me to wonder if it made a difference to me for him to be both of these types of men at the same time. Ultimately, nah, not a big deal. But maybe that's just me. I know that with certain people that know him as Ron the business man, he is always professional and respectful. However, he is that tobacco-chewin', cigar-smokin', Jack D-drinkin', hillbilly from the back country of Central Oregon. So, you make your opinions and I'll keep mine. I know that Ron is a beloved family friend who can be a successful business man while being a Harley- Davidson prototype at the same time and all the while be one of the most generous and loving family men out there.

 Here are some questions that were posed to me:

1. Do you believe brand communities like Harley- Davidson result in greater involvement with this brand?

I do believe that people take on the brand and all that is associated with this brand, yes. Like the story I've previously shared, I see H-D having a huge effect on the greater involvement of itself.

2. What elements of the Posse Ride do you believe enhance the meaning of the brand for the riders?

I think that the status of the P.R. enhances the brand by peer pressure. "Are you going to the P.R.?" "Why yes, I am. Why? Cause I'm BAD!" It just seems as though they go hand in hand.

3. Should Harley- Davidson get more involved in the ride or would that dilute the ride's meaning to the participants?

From what it seems, Harley- Davidson is playing it perfectly. If they get more involved, end up sponsoring the ride, and then something tragic happens during the ride, how does that reflect on the brand? The ride promotes a sense of unity amongst bikers that just happens through the individuals reaching out to ride together, not because of H-D directly.

4. In addition to experiences such as the Posse Ride, what other ways could Harley increase involvement in the brand?

They could simply continue to brand the bike in ways that they have been. In fact, they're currently running a little campaign showing all of the multiple types of people who tell they're stories of who they are even though they drive a Harley. If you look on Twitter, you can search #stereotypicalharley you'll see all of the different people providing diversity amongst the stereotypes.