You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company. Your client, Exotic Smokes Cigarette Company, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new flavored cigarettes, using fruit and candy flavors. You must develop marketing strategies to attract 18- to 25-year-old customers. Exotic Smokes Cigarette Company has a $25 million advertising budget for the new product.
Discuss the proposed methodology for conducting an in-depth consumer behavior research study for your client by addressing the following:
Explain the attitudes and intentions of those concepts that affect the consumer decision-making process of your target market.
Traits, behaviors and attitudes are listed in bullet format and the reasoning is discussed in 416 words.© BrainMass Inc. brainmass.com October 10, 2019, 2:03 am ad1c9bdddf
Developing a marketing strategy to attract 18 to 25 year olds to purchase flavored cigarettes is interesting. Of special interest is that these cigarettes were just banned for precisely the reason stated- they were particularly attractive to this age range (here is a link: http://www.nytimes.com/2009/09/23/health/policy/23fda.html)
Targeting particular consumer behavior would be key in making sure Exotic Smokes reached the right consumer mix. Different segments might include 18 - 25 year olds who:
-go to movies. Smoking in movies has been said to encourage this age group to smoke (http://www.science20.com/news_account/smoking_in_movies_linked_to_smoking_in_18_25_year_olds_say_researchers)
-are men. Boys at that age are more ...
This solution gives detailed suggestions for conducting consumer behavior research studies to attract 18 to 25 year consumers for flavored cigarettes.