Country Music Association and Respect to Millennials Essay Example
Country Music Association and Respect to Millennials Essay Example

Country Music Association and Respect to Millennials Essay Example

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  • Pages: 8 (2043 words)
  • Published: January 14, 2022
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The millennials refers to a demographic cohort that lies between generation X and Z and it comprise of individuals who were born between early 1980’s and early 2000’s.

It is a generation that is characterized by technology as individual s who grew up in an environment which the digital devices provide the entertainment, communication, education and facilitate shopping. Though one can find millennia physically, it is easier to find him/her online especially on social media platforms that have revolutionized the ways things are currently done. As a consequence, the millennials embrace and align themselves with the technology. CMA is an organization that was purposefully created to bring the emotion and poetry of the country music (Country Music Association). For the Country Music Association (CMA) to be able to market country music to the millennials, it


should ensure the music is available in digital formats and can easily be shared in order to meet the preferences.

The purpose of this paper is to carry out market analysis for the Country Music Association (CMA) with respect to the millennials as the consumers.

Millennials Consumer Habits and Purchasing Decisions

The millennials or Gen Y are associated with consuming the products which help them to define whom they are, what is important to them as well as what they value in life (Crappell, 2015). In addition, they also use knowledge of the latest trends, reputations and images of the brands or products that make them be considered distinct from other generations (Fromm & Garton, 2013). The millennia’s usually consider the price and the quality of the product in addition to trends, loyalty and service while making the purchase decision and thei

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decisions are highly influenced by the opinions of their friends in social media or the virtual world. They also tend to identify themselves with the brands with high prestige i.e. brands with widespread respect and good reputation.

The millennials have a tendency of consuming the products or brands that are characterized by the technology as they feel that is their generation identity and it distinguish them from the other generations (Ordun, 2015). They are more likely to change and start consuming the brands that help them to define themselves, what they value and more importantly what distinguishes them from the other generations (Saratovsky, & Feldman, 2013). There is evidence which reveal that Gen Y use internet for the 15% percent of their spending and this implies that companies can be able to target the millennials to be their consumers by placing their products online (McCormick, 2016). The millennials is a generation cohort that is technologically advanced, shop online and it is entertainment driven.

Gen Y is more likely to change if they are offered with the products that help to define who they are, they are provided the products that are trendy and which are technologically supported (Solomon, 2015). They are therefore more likely to purchase the products for the organizations that support whom they are. When making the decisions that pertain to buying, the millennials not only consider trends (the brand that is identified to the most popular or “cool”) but also the service, (kindness, adequacy as well as quality of the staffs), and the prestige (a brand with good reputation as well as wide respect) (Ordun, 2015). The CMA should ensure their products are supported

by the new technology in order to reach the Gen Y which values the products that are trendy and responsive to changing technological demands. This generation is likely to change if CMA adopts and ensures their products are supported by latest technology such as being easy to share or streamline.

Media Habits of the Millennials

The millennials have unique media consumption as compared to the Booomers or older generations (Walgrove, 2015). The millennials consume 35 percent of traditional media such as T.V and radios as compared to the older generation that consumes 60 percentof this media. Nevertheless, the millennials tend to spend more of the online media as compared to the non-millennials. They consume 11 hours per week on the new online videos and 7 hours per week on the social media (L.E.K.

Consultants, 2016). On the other hand, the non-millennials consume 5 and 3 hours per week on the online videos and social media respectively (Paradiso, 2015). This implies that the millennials are more technocrats and are more likely to spend their time on online social media as compared to the non-millennials (Johnson, 2015). The millennials are therefore likely to consume the online media like social media, online videos and games as compared to the traditional ones such as T.V. radio and print forms (Consultancy, U.K., 2016).

The millennials attach different degree of credibility to various types of the media they consume. This generation tends to feel that the online sources are more reliable as compared to other sources because they have the links as references upon which they can verify the information being shared (Rosenstiel, et al., 2015). This is contrary to the traditional media which

are characterized by difficulties in verifying the information being broadcasted and this makes the millennial to be skeptical of the information being shared by traditional media. Gen Y is therefore more likely to rely on the online media as their source of information.

Furthermore, they also consider how well they know the source before they decide if it is reliable or not (Akkucuk & Turan, 2016). Sources which they are not familiar with are considered to be less reliable. Millennials are five times more likely to trust the product that is sponsored by the social media as compared to the traditional media (Coontz, 2015). Authencity is a profound attribute when appealing to the millennials and they show the affinity to the brands that align with their interests as well as principles (Jean, 2015). The millennials consumes the online media more than traditional media (Gerhardt, 2016). The CMA should therefore design creative ads and post in online media in order to win Gen Y.

Millennials Attitudes, Beliefs, and Opinions

The millennials considers themselves to be self confident and highly educated. The survey that was carried out by the Pew Research in 2010 revealed that more than 50 percent of the millennials have a college degree at least. They also consider themselves to be financially stable and capable of meeting their long term goals. Furthermore, Gen Y is least overtly religious and one in every four is not affiliated to any religion (Taylor & Keeter, 2010). The millennials consider themselves to be a unique generations and they are therefore influenced more by their friends (Kilber, Barclay & Ohmer, 2014). Through interaction with other peers in social media, the millennial

are more likely to support an opinion that is backed by their friends and they therefore influence each other (Hall).

The millennials characters, attitudes, beliefs and opinions are highly influenced by their peers. CMA can therefore launch the adverts that involve the millennials in order to appeal to them to accept their products. In United States, the millennials constitutes a third of the entire population and this implies that the adoption of effective marketing strategies that target this group can help in selling expanding audience. How much Millennials know about Products, Services or Issue The millennials are technocrat and they have the devices such as smartphones that enable them to access a wide range of information from different sources.

The millennials have the capabvilitties of accessing the information from different sources in the internet and they are therefore more enlightened. The millennials also get the information about the products by consuming the traditional media, thought at a lower scale as compared to the information they get in the online media. The CMA can therefore appeal to the millennials to consume their products by designing creative adverts that are posted on the internet or online media. As a consequence, this will enable the millennials to get information about the country music thereby stimulating them to generate interest in listening to this genre of music.


The millennials considers themselves as the trendsetters and technocrats. Existing evidence reveal that this group align themselves with products and brands that help to define their identity.

CMA can therefore appeal to this generation by ensuring country music matches their attributes by easily accessible in technology formats such as being easy to streamline or

download. Millennials are easily influenced by their peers and CMA can take advantage of this fact by using individuals from this generation to launch adverts to appeal to them.


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  • Country Music Association.
  • The 10 Possible Questions the Paper did not answer

    1. What are the most effective marketing strategies that can be adopted by the CMA to appeal to the millennials?
    2. What are the substitute products the millennials consume and which directly compete with those offered by the CMA?
    3. What are the switching costs CMA is likely to incur when trying to appeal to the millennials?
    4. Which specific parts of the year are the millennials likely to buy more and how much?
    5. What are the most creative ads that can be designed to appeal to the millennials?
    6. What is the proportion of millennials when compared to overall country population?
    7. What are the possible marketing challenges the CMA is likely to experience when trying to appeal to the millennials?
    8. What are the possible returns CMA is likely to realize upon successful appealing to the millennials?
    9. What is the average income spent on entertainment by millennials?
    10. What are the marketing strategies the competitors are using to appeal to

    the millennials?

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