Gun Ownership and Violence in Australia

Prospects for the reduction of gun violence in Australia revolve around two basic issues; legislative reform and behaviour modification. In terms of legislative reform, politicians will only pass stricter gun control laws if they perceive that a large number of voters support the proposition. To date, however, pro-gun groups have been more successful in getting their message across than the gun control groups. The reasons for this are partly based on their greater understanding and use of marketing techniques. This paper examines, from a marketing perspective, why the gun lobby, although relatively small in numbers, is seen to be so influential in determining public policy. Major reasons for this success are that the “gun lobby” has defined its product more effectively and has better segmented its markets. Suggestions are then given as to how pro-control groups could better market their ideals and consequently achieve their objectives of fewer guns and stricter control laws

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