By Hayden Noel

ISBN-10: 2940439249

ISBN-13: 9782940439249

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12 This creates an ethical dilemma since consumers online may believe that these are independent reviews; this adds to the source’s credibility. However, the source in this case is actually employed by the company. Is this ethical? What do you think? Reference groups Consumer-related reference groups Case study: McDonald’s goes global There are many different kinds of reference groups, and there are some that exist specifi cally for consumers. These groups can revolve around shopping; others are created because the members all admire a certain brand, such as Harley-Davidson, for example; and yet still others are based around a certain activity, for example video-game playing and movie viewing.

The campaign received 519 complaints shortly after being launched. Research showed that one in fi ve British African-Caribbean persons interviewed found the ads offensive. The Advertising Standards Authority ruled that Cadbury Schweppes had breached rules on offensive and harmful stereotypes. In the end, Cadbury Schweppes apologised for the campaign and pulled the ads. 5 In the area of consumer behaviour, this would mean that the greater the ‘accommodation’ by advertisers, the more favourable the consumer’s response would be to these targeted messages.

2007) Consumer Behavior, (4 ed) Boston: Houghton Miffl in Exercise 2 Imagine you are a marketing manager for Starbucks. You need consumer research to support future decisions about additional menu items and promotions. Which research methods would you use to uncover the answers to the following questions and why? Consider the following: p Do customers prefer Starbucks coffee over those of its main competitors? p Would Starbucks sell more coffee if the company lowered its prices? p Would using coupons positively impact sales?

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Consumer behaviour by Hayden Noel


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