IS IT WORTH THE COST? MARKETING TO NEGATIVELY PERCEIVED CONSUMER GROUPS

Susan Baxter

Global Journal of Business Research, 2007, vol. 1, issue 2, 87-96

Abstract: Examining consumer concerns is of importance to marketers. Some concerns include the desire for businesses to be more socially responsible through products and being more inclusive in advertisements. . To stress the need for social responsibility, consumers have reverted to using civil disobedience. A civil disobedience tool, the boycott, is now being used to protest not only unethical behaviors, but to also discourage businesses from marketing to certain populations and from giving employees of that group recognition. Consumer groups that are prejudiced against other consumers are attempting to impact corporate decision making in regards to human resource policies and marketing decisions. This paper looks at the history of inclusiveness, boycotts, and the current state of affairs with consumer groups.

Date: 2007
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