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    Marketing methodologies to attract cigarette smokers

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    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.

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    Solution Preview

    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 ...

    Solution Summary

    This solution gives detailed suggestions for conducting consumer behavior research studies to attract 18 to 25 year consumers for flavored cigarettes.