STC233 Advertising Agency held a focus group with female college students ranging between the ages of 18 years to 24 years. The aim of the focus group was to establish the young female attitude towards motorcycle drivers. The result from the focus group will be used to formulate an advertising strategy for Harley-Davidson Brand. The main points of discussion included:
The young female general attitude towards motorcycle
Instances where they use motorcycle (if any)
Their family members or friends who use motorcycles
Their attitude towards the drivers of these motorcycles
What should be done (if any) to improve safety in driving motorcycles
There were 30 participants; 10 between the ages of 18 years to 20 years, 10 between 21 years and 23 years and 10 who were 24 years. All the selected participants were those who reside within any city in the United States.
Most of the young females like motorbikes. However the problem is that most of them do not like to ride themselves. They find it very romantic to ride behind a motorbike when you are going for hiking with a boyfriend or a friend. Some believed that motorbike can be used to relieve stress. While riding a motorbike at a high speed, you get focused on the road hence stop thinking about other things which are tormenting you.
The other observation was that most of the people who ride motorbikes are young brothers and other male friend between the ages of 18 years to 35 years. They use motorbikes to go for picnics and to run errands. The big concern in riding motorcycle is the instances of accidents (Gittelman, 2006). They noted that motorcycle related accidents are rampant more so among the youths. Their recommendation is that every motorcycle should be sold together with all the required protective gears.
Reference
Gittelman, Michael A., et al. "Pediatric All-Terrain Vehicle–Related Injuries in Ohio From 1995 to 2001: Using the Injury Severity Score to Determine Whether Helmets Are a Solution." Pediatrics 117.6 (2006): 2190-2195.
