Harley Davidson stores sell merchandise which attract people who love motorcycles and the idea of an open road and freedom. Some are bikers and others are those who do not have a Harley Davidson motorcycle but buy the HD logo apparel and accessories. Therefore, Harley Davidson is using as the scheme for market segmentation.

Lifestyle segmentation

Explanation: Because Harley Davidson seeks to attract a particular group of consumers, those who either bike, love the idea of the open road and freedom or those who do buy the HD logo apparel and accessories, Harley Davidson is employing the lifestyle segmentation type. This type of segmentation is one wherein consumers are grouped into sub-groups that are made from data pertaining to each customer as regards their lifestyle. Lifestyle segmentation is employed in the planning of products or services to be better suited to the lifestyle of customers in a bid to increase market share.

A person's lifestyle is a collection of their attitudes, values, interests, opinions etc. Lifestyle segmentation aims to establish relationships between products and services offered and targeted lifestyle groups.

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