Market Research Report

Topics: Scientific method, Political party, Voting Pages: 8 (2145 words) Published: October 21, 2013
20/05/2013
Market Research Report

Young Adult Voter Segment Political Perceptions

TABLE OF CONTENTS:

1.0 Executive Summary3
2.0 Background
3.0 Previous Research
3.1 Need Recognition
3.2 Pre-purchase Search
3.3 Evaluation of Alternatives
3.4 Purchase Behaviours
3.5 Post-purchase Evaluation
3.6 Family Influence
3.7 Peer Influence
3.8 Media Influence
4.0 Method
4.1 Research Problem
4.2 Research Design
5.0 Results
6.0 Conclusion
7.0 References

1.0 Executive Summary:

2.0 Background:
With voting being mandatory by law in Australia, a key segment within the population of voters is that of the 18-24 year olds; or ‘young adults’. This study aims to investigate and analyse the insights and perceptions of young adult voters with regards to the Australian political landscape. The young adult segment represents 11% of the electorate and can therefore be crucial in deciding whether an election is won or lost. A common generalisation has been made that young adult voters are less politically interested and receptive to relevant information. Strate el al. (1989) proposed that young adults have a lower sense of civic competence (defined in terms of attentiveness to politics, contextual knowledge about politics, and habits of monitoring politics) which leads to their lack of political interest. This contention has often lead to political parties focussing their communication efforts on other key segments and returning to a common marketing campaign that aims at attracting the more mature and involved voter demographics. With recent federal elections becoming increasingly close, it is paramount that young adult voters are recognized and targeted successfully. Research on young adult voters has also suggested that their disinterest and apathy on political matters creates an opportunity to be easily coerced by strong political advertising. Faber, Tims, & Schmitt, 1993 indicated that those with low-involvement could be more easily influenced by advertising; which is also supported by Ben-Ur, 2007; Rothschild, 1978 who suggested that the young adult segment were more likely to be unstable swing voters. This insight into the cognitive response of the young adults would suggest that it is crucial for political parties to target the segment as they are more likely to change opinions and positively influence through advertising. This study, prepared for the Australian Labor Party (ALP), purviews the thoughts and feelings of the young voter segment, and focuses on identifying what type of message will engage this segment and evoke a positive response. Furthermore, the ability to identify the correct mediums of communication is also paramount; as this study also aims to highlight the key communication tools that will engage the young adult voter segment.

3.0 Previous Research:
Consumer Behaviour is the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of the product and services that they expect will satisfy their needs (Schiffman L, 2011, p3). There are 5 stages which a consumer often goes through when he/she makes a purchase. These stages also exist because of normal human psychology. It also helps us to understand how the young people make a decision in voting, and select political parties to support.

3.1 Need Recognition
The recognition of a need is likely to occur when a consumer is faced with a "problem." (Schiffman L, 2011, p461). The problem which influences young people’s perception of candidates, political parties and the larger political system is which party can provide the maximum benefit to the young voter’s life and also have an acceptable idea for managing the country’s development. 3.2 Pre-purchase Search

According to Kotler 2012, in information search the consumer searches about the product that would satisfy the need which has been recognized by the consumer in the stage...

References: 3.0 Previous Research:
Consumer Behaviour is the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of the product and services that they expect will satisfy their needs (Schiffman L, 2011, p3)
3.1 Need Recognition
The recognition of a need is likely to occur when a consumer is faced with a "problem." (Schiffman L, 2011, p461)
3.5 Post-purchase Evaluation
According to Schiffman L, 2011, as consumers use a product, particularly during a trial purchase, they evaluate its performance in the light of their own expectations
3.7 Peer Influence
Peer group influence is defined as the amount to which peers exert influence on the assertiveness, feelings and behaviour of a person (Bristol, 2005)
3.8 Media Influence
Media is one of the socializing agents that affect the young people throughout the development (Moschis 1978)
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