Consumer behavior homework due october 05 PDF

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Download Consumer behavior homework due october 05 PDF

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Veronica Villarreal

10/04/2020

1. Go to www.nra.org. The National Rifle Association is one of the most vocal of all special interest groups. How does the organization use reference groups to spread its message? What type of power did you observe on the Website? Explain how the NRA uses opinion leadership to influence public opinion.

The NRA uses reference groups such as the Civil Rights Defense fund to help aid in the rights that gun owners have to protect and even challenge over government gun control. They also provide a NRA business Alliance directory of those businesses that proudly support the NRA and allow other to become supporters. The site boldly shows tabs that are for the gun and hunters and their rights, even includes a tab for the support for our troops. The power of this web site is strong in the area of the rights to bear firearms and strongly attacks those groups who oppose that right the immediate thing that stands out when going to this website is the use of the military, politics. The American flag with the image of the bald eagle seems to appeal to the consumer of the two symbols that have remained prolific to Americans. Media publications are available to the consumer to help support the reasoning to continue the fight and even get involved with on simple click. With each publication there are stories of how opinion Lear ship encourage not to let freedom be taking away and also how Mitt Romney supports our second amendment for law abiding citizens to protect themselves and propery and enjoy recreational hunting and shooting. It also wants to inform and educated people on proper handling of guns from hunting, protection and gun safety overall. They want to show that it not the guns that are the problem it the person behind the gun that can be the potential threat.

2. How has this popular soft drink used reference groups and opinion leadership to its advantage? What are the main themes being used? What are the target markets? Evaluate the success of the Mountain Dew approach. What suggestions could you add? Also evaluate the site on the principles of perception covered in Chapter 8.

The sports drink has used popular sports player and musicians to promote its product. Illustrating that these popular people do the Dew so should you. The main themes being used are social groups of music and sports. Twitter is also a key promotion tool that Mountain Dew is using to reach out to more of the consumer base. The target market of Mountain Dew is the youth, many of the publications seem to be that of young upcoming stars that are the most popular to the youth. The Mountain Dew approach is successful in reach a young generation but family, friend’s. Primary and secondary groups could be focused on more. Also, twitter is a go way to promote it product outside the website, but free membership and Dew swag might help to appeal consumer commitment to the product. The principles seem to be placed solely on the popularity of stars. Promotion of

Veronica Villarreal

10/04/2020

the products individually could be improved on. The site could be more user friendly with better selection features. Informational influence is shown because of the popular people drinking the product but could use more normative influence to appeal to the older generation. It is general perceived that the younger generation would be more of the marketing segment for Mountain Dew than anyone else. Figure – ground seems to be one way to describe the product as the background of the website. Every inch of the site is pictured with someone famous and a relation to the drink in the sport or music setting of that individual....