Date of Graduation

1999

Document Type

Thesis

Degree Type

MA

Committee Chair

Robert Q. Hanham

Abstract

This study evaluates Harley-Davidson dealer market areas based on motorcycle sales and profiles market area ZIP codes base on their demographic make-up. There are three research objectives addressed. Objectives one and two utilize Arc View® geographical information system (GIS) to display ZIP code referenced sales data. The first objective is to map and compare 14 Harley-Davidson dealer defined market area boundaries using motorcycle sales data. In mapping motorcycle sales it was found that certain dealer sales fit their defined market area boundaries better than others did. The average percent of motorcycles being sold by dealers within their home market area boundaries is 38.9%. The degree to which a dealer sells motorcycles to inhabitants of its defined market area is more relevant when compared to additional marketing variables such as parts and accessory sales or numbers of return customers. The second objective is to evaluate and map the degree of sale overlap among Harley-Davidson dealer market areas. This analysis demonstrates how well a dealer is serving its local motorcycle demand, and suggests potential sites for new Harley-Davidson dealers due to underserved ZIP codes. Three areas were identified as potential new dealer sites. The HarleyDavidson Motor Company had previously designated one of these regions as a new dealer target area. The third objective is to profile ZIP code areas within the New York City region in terms of demographic variables that are correlated to market indicator variables. Harley-Davidson market share and numbers of registered Harley-Davidson motorcycles are the two market indicator variables correlated with ZIP code demographics. Within the region of study there is a high positive correlation between market indicator variables and ZIP codes with a high percentage of persons in the following demographic categories: white, home owners, married with children, high income, and well educated.

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