be spending money on external enjoyment such as skydiving.Social class would have a determining factor. It is not a cheap thrill, and if you really enjoy it, it can be downright expensive. I believe that most middle to upper class people would be most interested.As far as culture goes, reference groups would also influence the decision. If you have a lot of friends or people around you that are into extreme sports/skydiving then there is a good chance that you would be more willing to take the plunge. Psychographic influences also may come into play as people try to mold themselves into who they want to be. Seeing others and envying their lifestyles may cause a shift to occur where they feel they want to be involved.3) What are the implications of your consumer behavior analysis for development of your IMC plan?The implications of the above consumer behavior analysis will greatly affect the development of our IMC plan. We will definitely focus our attentions on the middle to upper class areas and people, while also putting a great deal of emphasis on the extreme side of things to attract those who look for new thrills. Talking to our customers and urging them to come back with friends by offering group discounts will also be prevalent to get a wider circle of people be repeat users. Making sure that we read the economy correctly and know when to offer higher promotions and discounts will be important as well. Chapter 5:1) How do consumer in the target audience respond to elements of your IMC program? Things such as advertising, sales promotion or direct mktg.Consumers in our target audience will respond strongly to advertising and also to sales promotion and direct marketing. They are a fringe element of society and therefore are better reached through more selective means, like sales promotion and direct mailing.2) How is your product/service classified with respect to FCD planning model. (Fig 5-8)Our service is classified ...
