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  The IUP Journal of   Brand Management :
Challenges of Selling Luxury Motorcycle Brands in India
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The luxury bike market in India is still in its introductory stage. Since the first luxury bike was introduced by Harley Davidson in 2010, there have been a number of challenges being faced by the companies in establishing their foothold in the Indian market. This paper aims at studying the challenges faced by the manufacturers and dealers while marketing luxury bikes in India. The study was carried out by conducting in-depth interviews of 24 dealers and 15 company officials of different luxury bike brands in Tier I and Tier II cities. Various issues and business challenges faced by the manufacturers and dealers of luxury motorcycles in the Indian market have been highlighted. The findings of the study would help multinational companies identify the challenges of selling luxury bikes in the Indian market and devise marketing plans to reach out to potential customers and also work on those factors which enhance dealers’ satisfaction.

 
 
 

Luxury brands are among the most recognized and respected brands the world over (Vickers and Renand, 2003). The retailing of luxury products includes organizing complex cues to implement the aura and singularity of the brand (Dion and Arnould, 2011).

Income-based demographic segmentation has been used by marketers to clearly identify their target group and then devise strategies to reach out to them in the most effective manner. Over the last few decades, the psychosocial dimensions of customers like social class, lifestyle and culture have also been increasingly used by marketers to target them (Dubois, 1993). Exclusivity and rarity element of luxury brands result in generating positive preferences of customers towards the brands. Further, the customers get attracted to the intrinsic values of unique experience, feelings and emotions, purchase pleasure, memories and desire, and the extrinsic values of product features, price, quality and status symbol (Daswani and Jain, 2011). According to the hedonic perspective put forth by some researchers, the purchase of luxury goods satisfies the buyers’ appetite for symbolic meaning and it also satisfies consumers’ desire to extend their own personalities through their possessions (Hirschman and Holbrook, 1982; McCracken, 1986; and Belk, 1988).

 
 
 

Brand Management Journal, Luxury bike market in India,Introductory stage, Multinational companies identify, Indian market and devise marketing plans