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2.What role are consumer characteristics likely to play in a consumer's decision to buy a Harley-Davidson in India? 3.In terms of the anchoring and adjustment process, what challenges and opportunities does HarleyDavidson face in marketing to Indian consumers? 4.Using the consumer behavior concepts in this chapter, explain the marketing thinking behind allowing buyers to test-drive any of the Harley-Davidson bikes.Do you agree with this marketing decision? Why or why not?
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