Abstract:

B.P. has produced a new Pink Paraffin advertising campaign which will run on television, on posters, and in the trade press. Previous research has shown that consumers are primarily motivated in their choice of 'purchasing point' by the physical proximity of the outlet to them so this campaign is aimed primarily at retailers. It was therefore decided to carry out a series of group discussions to provide qualitative market research data, on the attitudes of the different sections of the retail trade.