ESSAY QUESTION:
The following appeared in a market research report examining consumer perceptions of a chain of clothing stores:
"A recent survey commissioned by the market research department of XY Gen Stores indicated a high level of recognition among consumers of the brand and the nature of the apparel sold in XY Gen Stores. However, the survey also indicated that approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores. Because of this result, XY Gen Stores executives should launch a significant rebranding and marketing campaign to change the company's image and thereby bring new consumers into the stores.
Discuss how well reasoned you find this argument. Point out flaws in the argument's logic and analyze the argument's underlying assumptions. In addition, evaluate how supporting evidence is used and what evidence might counter the argument's conclusion. You may also discuss what additional evidence could be used to strengthen the argument or what changes would make the argument more logically sound.
YOUR RESPONSE:
The argument claims that XY Gen Stores executives should launch a significant re-branding and marketing campaign to change the company's image and thereby bring new consumers into the stores because approximately 60% of the consumers who were surveyed in a certain survey and recognized the name of XY Gen Stores had never shopped at one of the company's stores. Stated in this way the argument fails to mention some key points based on which it could be evaluated. The conclusion is based on assumptions for which there is no substantial proof given. Therefore the argument is weak, unconvincing and not acceptable.
First, the argument readily assumes that the result of the survey is absolutely in phase with the actual mindset of all the consumers. This assumption is a stretch ans not substantiated in any way. Here the author does not mention the number of consumers surveyed and the size of the consumer base. For an example if the number of consumer surveyed is quite small compared to the total number of consumers or there were by any chance more number of consumers who could recognize the name of XY Gen Stores but never shopped at one of the company's stores, there is every chance the survey could indicate a skewed view. Moreover author also does not take into account that some of the data furnished by the consumers surveyed may be false and that too might alter the result. To make a definite claim based on this data one should have checked the credibility of the data itself.
Second, because according to the survey approximately 60% of those surveyed that recognized the name of XY Gen Stores had never shopped at one of the company's stores, the author feels XY Gen Stores executives should launch a significant re-branding and marketing campaign to change the company's image and thereby bring new consumers into the stores. This statement, again, has no logic at all. Here the author does not mention how old the brand is. Because if the brand is too new then the fact that a substantial number of consumers knows the brand is rather a good news and moreover explains that the only reason that a large number of consumers who knows the brand have not shopped in the store because they have not yet got the time to visit the shops and this in turn clearly nullifies any need for immediate re-branding and marketing campaign by the company.
Finally the argument is poorly reasoned and not acceptable in any way. Had the author mentioned some relevant facts like the age of the brand , the percentage of entire number of consumers who shop in its stores, etc one might be in a better position to evaluate the immediate need for a re-branding and marketing campaign to change the company's image. Unless and until these information are provided the argument is hardly valid and rather illogical and is not acceptable at all.
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