Marketing Case Study- Consumer Behavior – Brexit. Brexit In 2016 the British people were given the opportunity to vote in a historic referendum on whether to remain in or leave the European Union (EU). Surprisingly to the government of the day (and to many observers), the ‘leave’ vote won the majority and a date was fixed for the UK to leave the EU on 29 March 2019. It was fair to say, in hindsight, that the promised utopia for both remaining in and leaving the EU was rather oversold by the supporters of both sides. The Conservative government, after the 2016 vote, worked on an agreement with the EU on the terms and conditions for leaving. When these were finally presented, at the beginning of 2019, to Parliament, it set in motion an extraordinary train of events. Parliament rejected the deal, not once but three times; political parties became split within their ranks; and a series of ‘indicative votes’ on alternative plans ranging from another people’s referendum to a customs union only to a ‘no deal’ Brexit became a prolonged and often acrimonious debate. The upshot was that the UK did not leave the EU on 29 March as planned and negotiations on a new date for leaving (and possibly a new deal) lumbered on and on. Meanwhile, many advocacy and activist groups formed, supporting either the leave or remain side. Meanwhile, UK businesses and the ‘man in the street’ got tired of the uncertainty and debate. Some UK voters who had voted to either remain in or leave the EU were changing their views, as the true details and realities of what either scenario really meant were revealed a few years after the 2016 vote. The whole process had become a rather unsavory spectacle in the eyes of many UK citizens and others across the world. Required: i) Analyse the process, in terms of consumer behavior, of the change in attitude by some of the remains and leave voters from 2016 to 2019.
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