I HOPE I GET IT: SELLING THE RIGHT TUNE

Abstract

This thesis is designed to look deeper into the issues that affecting the five a cappella groups within the UA a cappella community. Six focus groups and a comprehensive survey were conducted to better determine what issues actually exist within the community and to determine how to best solve those issues. Marketing, awareness, member backgrounds, and audition processes are examined by these studies. In order to understand the issues and find the proper solutions, the studies were conducted with roots in consumer behaviors. An inside look into the minds of the consumers, the people auditioning for an a cappella group, is needed to properly understand the roots of, and to fix, the problems the a cappella community currently. In doing so, the community can become aware of what needs to be done to improve in the future. Understanding the consumers and their relations to the group has proved extremely crucial to the future success of UA A Cappella. The following breakdown of research and analysis, as well as concluding recommendations will allow each of the groups within the community to make the necessary changes to pursue great success far into the future.