Macquarie University: MKTG2004 Consumer Insight Report - Luxottica

This report, prepared for MKTG2004 at Macquarie University, presents a consumer insight analysis focused on Luxottica sunglasses. The research explores the effects of Facebook exposure on consumer responses, considering factors like message framing and the gender of the Facebook account holder. The study, conducted on a sample of university students, reveals insights into brand attitude, deservingness, and the influence of K-pop idols. Key findings highlight the importance of brand attitude and the impact of the Facebook account holder's perceived attractiveness. The report recommends leveraging these insights, specifically suggesting a collaboration with K-pop idols to enhance brand popularity and target the Asian market. The report includes statistical analysis of the data and recommendations for the brand.