Marketing Case

Assignment 2

At the completion of this assignment you will achieve the following module 5 objectives:

• Recognize the value of understanding consumers' attitudes.

• Understand the determinants of the attitude-behavior relationship.

Instructions:

1. Answer the following question:

In June 2006, prior to market introduction, a company conducted a survey of consumers' attitudes toward the company's cherry flavor alcoholic drink. This survey asked consumers from the target market to respond to the following measure:

Do you like this product?

Don't like it at all 1 2 3 4 5 6 7 8 9 10 Like it a lot

The results indicated that 80% of those interviewed had a favorable attitude toward the product (i.e., 80% gave a response of 6 or greater). The product was introduced in November 2008 and sales have been very disappointing.

Drawn upon the relevant material discussed in class (i.e., do not offer explanations that do not have a foundation in relevant course concepts), what explanations (there are more than one) can you offer for this discrepancy between the attitude survey and product sales?

2. Type your answer in the space provided below.

There are various reasons why this product that although may have tested favorably, may have failed. These various reasons can include innumerable factors such as timing, the size of the group surveyed, the geographical location of the group, how it was marketed, the age of the group, and even the weather that day could have changed a person opinion on what to answer that day. In my opinion, the main reason why the consumer survey showed such different results from actual sales is because there was a disconnect from the consumers' attitude versus their behavior. A consumer may be favorable to the idea of a cherry alcoholic drink for many reasons such as they like alcoholic drinks and they like