Harley Davidson and Indian consumers.

India is the world's second-largest market for motorcycles in the world after China and Harley-Davidson started planning its presence way back in 2005. Marketers for Harley-Davidson see India's economy growing rapidly. Its expanding middle class has both considerable buying power and an appetite for world class, brand-name products. Still, Harley-Davidson must compete against long established bike brands such as Royal Enfield, which has its own loyal customer base. Royal Enfield's bikes carry a lower price tag than Harley-Davidson's, in part because of import duties. Consumers concerned about the availability of repair services will also compare Harley-Davidson's handful of dealerships with Royal Enfield's countrywide dealership network.

Harley-Davidson's unique image of independence and individuality is a clear point of differentiation. It offers a full range of motorcycles and accessories, with customization options that bike buyers particularly value.

Only Harley-Davidson buyers can join the Harley Owners Group (HOG), a global group of one million-plus members. Test-drives help buyers try out the various features, experience firsthand the difference between individual models, and form an impression of how it would feel to ride a Harley-Davidson bike.

Before the first bike was delivered, the company had hundreds of pre-orders. Unlike most Harley-Davidson markets, however, here the fastest growth in sales is to men in their 30s and 40s. Women are also being targeted. In fact, Harley-Davidson is already the most popular brand among U.S. women bike buyers, a trend that could spread to India in the coming years.

Question:

How is Harley-Davidson using marketing to influence motivation and personality aspects of the motorcycle buying process with its target market?