Friday, February 3, 2012

Decrease in BMW demand caused by a head-scarf

Auto writer Merve Sena Kilic from Turkey unknowingly started an uproar in the head-scarf debate in her country. For an episode of a TV show, she was driving a Mini, wearing a cream and brown head-scarf. Later, a picture of her in the car appeared in a magazine, causing a stir. Soon after, a call was received from Mini and BMW, saying that the picture in the head-scarf was causing an image problem for the company. Much public debate ensued.
We can look at the economic impact of BMW through this incident. A sponsorship deal for the driver was said to end four months sooner days after the incident. Also, people got angry and said they would never buy a BMW or sell their Minis.
The popularity of BMW went down, due to this incident. Popularity is a big indicator of demand, and it is interesting to see that popularity could suddenly swing to much lower than it previously was due to one event that isn’t related to the product whatsoever. Sometimes the most unexpected things can hugely affect the demand of a product.

1 comment:

Smith said...

I have no economic statement just a comment on the world. How in the year 2012 could a piece of cloth cause a decrease in demand…IGNORANCE!!!