S/M/18. Analysis of some consumer behaviour issues regarding planned expansion for Tate gallery

This assignment highlights how Tate galleries marketing strategy is influenced through opinion leaders and reference groups. The target market is young professionals and city chosen is Glasgow. Tate's priority is to attract its potential sub-segmented market of young professionals. In order to do this they have to have influential factors to convince the cuspers of the galleries attractions. This usually consists of group influence as they affect consumer behaviour. A major dictator of a group is the reference group; Engel (2001) describes this group as 'a person or group of people that significantly influences an individual's behaviour'. The influence of this group will be strong due to cuspers having a lack of knowledge about art and need persuading to go to the gallery.