Question:

(a) You are the marketing vice-president of a large soft drink company. Your company's agency is in the process of negotiating a contract to employ a superstar female singer to promote your product.

Required:

(i) Describe what are reference groups

(ii) Discuss the reference group factors that you would raise before the celebrity is hired.

(b) "As consumers, each of us has a vast number of attitudes towards products, services, advertisements, direct mail, the Internet, and retail stores. Whenever we are asked whether we like or dislike a product, we are being asked to express our attitudes. Within the context of consumer behavior, appreciation of prevailing attitudes has a considerable strategic merit"

In the light of the above statement, discuss how attitudes may be formed