Question

Consumer Behavior:

Generally, it is not a smart business practice to promote a controversial position because one risks alienating a sizable segment of the market. CEOs often risk market backlash when taking a position on touchy subjects and the company may face sales declines, loss of reputation, consumer boycotts, and other negative outcomes. This assignment is not intended to take a political position or take sides on this topic. It is designed to objectively analyze how consumers respond to companies who take such positions. In other words, assume you assess the impact on the company's business. Just objectively analyze it. Don't take a side, you are the consultant. How would you advise the Cake Baker?

Topic: Colorado cake baker refuses to make cake for same-sex marriage.

Link: https://abcnews.go.com/US/sex-wedding-cake-controversy-made-supreme-court/story?id=55646970

Answer 1

Cake baker should have been advised that cakes is a product and is not manufactured for particular gender or age group or any other cohort. It is sold irrespective of all. If not sold it can create negative image in minds of consumers and can have spillover effects through negative word of mouth marketing which would crash overall sales. Also consumption of cakes by any human being does not violate any religious or legal laws so it makes no sense in refraining it from selling.