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How Does Harley-Davidson Define Its Customer Segments for Heavyweight (651

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How does Harley-Davidson define its customer segments for heavyweight (651+ cc)motorcycles?


Definitions:

Reactance

A psychological response wherein individuals feel the need to regain freedom or control when they perceive it as being taken away.

Independence

The state or quality of being self-reliant and free from outside control, capable of making decisions and acting on one's own.

Anticonformity

Behavior that opposes or rejects social norms and standards, deviating from group expectations consciously.

Surrogate Consumer

An individual who is hired or designated to make purchasing decisions on behalf of another person.

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