So it’s not really about the price and quality, is it? I asked.īut then what was truly motivating this decision and why would they ‘lie’ about it?Īs consumers (or as people in general), we like to think of ourselves as ‘rational’. Lastly, I asked them: if I gave them a Ralph Lauren shirt or some Ralph Lauren perfume, how often would they wear it? The female students said they likely wouldn’t.
I followed up by asking them if they thought that the Ralph Lauren clothes were of worse quality than the clothes they wear, to which they replied no or that they weren’t sure. Second, I asked them how they knew that what the quality of Ralph Lauren clothes were, to which they said they didn’t know. I then asked the female students a few follow-up questions.įirst, I asked them whether they own/regularly wear clothes, perfumes that are as expensive as Ralph Lauren, to which they replied that they sometimes did. The female students said no, it was too expensive for the quality and so the marketing insight was that Ralph Lauren was priced too high and they should lower it. One group chose Ralph Lauren and then asked a group of female students whether they would buy Ralph Lauren products (including perfumes, sunglasses, etc.). Then they would report their ‘marketing insights’. I recently finished teaching a marketing class where I asked my students to get into groups and do some ‘market research’ on why their fellow classmates would or wouldn’t buy a particular brand.
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