Harley-Davidson motorcycle owners, who pay a price premium for their motorbikes, have formed the Harley Owners Group (HOGs), whose members take motorcycle rides and road trips together. These owners also derive satisfaction by being able to express their individuality and nonconformity through the Harley bikes that they own. Based on these factors, these owners are deriving which types of value from the Harley-Davidson brand

Experiential and social value

Explanation:

From the question we are informed about Harley-Davidson motorcycle owners, who pay a price premium for their motorbikes, and have formed the Harley Owners Group (HOGs), whose members take motorcycle rides and road trips together. These owners also derive satisfaction by being able to express their individuality and nonconformity through the Harley bikes that they own. In this case, Based on these factors, these owners are deriving Experiential and social value

from the Harley-Davidson brand.

Experiential value can be regarded as values that comes from perception of the customers that comes directly or indirectly from him/ her as a result of his/ her experience about the product/service. Social value on the other hand can be regarded as quantification of relative importance that is been placed by people on changes that comes their way or experience in their daily lives.

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