1 Assessment Type: Individual report Word limit: 2500 (+/– 10%) Due date: Thursday of Week 7, 23:59 (AEST) Weighting 50% School of Economics, Finance and Marketing — MKTG1391 Consumer Behaviour...

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Consumer Behavior


1 Assessment Type: Individual report Word limit: 2500 (+/– 10%) Due date: Thursday of Week 7, 23:59 (AEST) Weighting 50% School of Economics, Finance and Marketing — MKTG1391 Consumer Behaviour Assessment 3: CB Report Overview Using you brand choice from Assignment 2, you are now required to explore and analyse deeper using your recently acquired knowledge of consumer behaviour. You are to investigate and discuss how the following influences impact upon your identified segment and product offering. External Influences 1. Group and Interpersonal Influence: Who are the reference group(s) that may influence this segment? Identify the potential group influence(s) such groups may exert on this segment. 2. Role of Situational Influences; how can marketers capture these contextual effects to influence consumption behaviour? 3. Culture and Subculture: What core values does this target market uphold? (Refer to Schwartz 10 core values), Are the values upheld in the society consistent with the consumption of this service? Does the product appeal to a specific adopter category? Internal Influences 1. Needs and Motives: How readily is the service positioned to satisfy different needs or motives? What needs are being met? (e.g. Maslow’s Hierarchy of Needs) 2. Perception: What are the strategic implications of the process of perception for marketers? 3. Learning: Given the profile of your target segment, which application of learning theories would be most relevant to use in promotion? e.g.; reasoning versus operant conditioning? Marketing Strategy On the basis of your research provide four key recommendations to the marketer of your product on the basis of your analysis. The recommendations may be explored within a marketing mix framework and how the marketing efforts scan uphold the positioning of this product in the mind of consumers within the identified segment. 2 Conclusion A succinct overview highlighting the main findings. Assessment of assignments will take into account: • Knowledge of relevant theory • Application of relevant theory • Discussion of issues • Quality of recommendation • Clarity of expression • Logical planning and sequence • Overall presentation, including correct grammar, spelling, and punctuation • Correct acknowledgment of documentation and use of referencing • Quality of written presentation Learning Outcomes This assessment is linked to the following Course Learning Outcomes: − Explore and compare the core theories of consumer behaviour in both consumer and organisational markets (CLO 1) − Apply and demonstrate theories to real world marketing situations by profiling and identifying marketing segments (CLO 2) − Appraise models of Consumer Behaviour and determine their relevance to particular marketing situations (CLO 3) − Apply and enhance abilities to input this knowledge in the marketing planning process, particularly in market segmentation, positioning, and marketing mix development (CLO 4) − Critique the theoretical perspectives associated with consumer decision making, including recognising cognitive biases and heuristics (CLO 5) − Apply analytical skills in assessing advanced literature in the field of consumer research and critically reflect on your personal writing practices as it relates to the evidence from research (CLO 6) 3 Referencing guidelines You must acknowledge all the courses of information you have used in your assessments. Refer to the RMIT Easy Cite referencing tool to see examples and tips on how to reference in the appropriated style. You can also refer to the library referencing page for more tools such as EndNote, referencing tutorials and referencing guides for printing. Submission format Upload as one single file via the Assignments submission page within Canvas. Academic integrity and plagiarism Academic integrity is about honest presentation of your academic work. It means acknowledging the work of others while developing your own insights, knowledge and ideas. You should take extreme care that you have: Acknowledged words, data, diagrams, models, frameworks and/or ideas of others you have quoted (i.e. directly copied), summarised, paraphrased, discussed or mentioned in your assessment through the appropriate referencing methods, Provided a reference list of the publication details so your reader can locate the source if necessary. This includes material taken from Internet sites. If you do not acknowledge the sources of your material, you may be accused of plagiarism because you have passed off the work and ideas of another person without appropriate referencing, as if they were your own. RMIT University treats plagiarism as a very serious offence constituting misconduct. Plagiarism covers a variety of inappropriate behaviours, including: Failure to properly document a source Copyright material from the internet or databases Collusion between students. For further information on our policies and procedures, please refer to the University website. Assessment declaration When you submit work electronically, you agree to the Assessment declaration. Use RMIT Harvard referencing style for this assessment. https://www.rmit.edu.au/library/study/referencing/easy-cite-referencing-tool https://www.rmit.edu.au/library/study/referencing https://www.rmit.edu.au/library/study/referencing https://www.rmit.edu.au/students/student-essentials/rights-and-responsibilities/academic-integrity https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/assessment-declaration 4 Assessment Criteria Criteria Ratings Pts HD D C P N Criterion 1 External: Group and Interpersonal, Situational Influences, Culture An excellent detailed analysis of the competitor at play with the target consumer. Thorough application of relevant theories and concepts to the target consumer under consideration. Demonstrates excellent critical analysis and interpretation A good analysis of the external influences that are used to target the consumer. Good application of relevant theories and concepts to the target consumer under consideration. Demonstrates good critical analysis and interpretation, and depth of research A competent analysis of the external influences that are used to target the consumer. Competent application of relevant theories and concepts to the target consumer under consideration. Demonstrates competent critical analysis and interpretation, and depth of research Descriptive analysis of the external influences B8 that are used to target the consumer. Some gaps in application of relevant theories and concepts to the target consumer under consideration. Shows some critical analysis and interpretation, and depth of research Sketchy coverage of the external influences that are used to target the consumer. Sketchy application of relevant theories and concepts to the target consumer under consideration. Poor critical analysis and interpretation, and depth of research 12.50pts > 9.99pts 9.99pts >8.74pts 8.74pts > 7.49pts 7.49pts > 6.24pts 6.24pts >0.00pts 12.5 Criterion 2 Internal: Needs and Wants, Perception. Learning An excellent detailed analysis of internal influences that are used to target the consumer - Thorough application of relevant theories and concepts to the target consumer under consideration - Demonstrates excellent critical analysis and interpretation, and depth of research A good analysis of the internal influences that are used to target the consumer - Good application of relevant theories and concepts to the target consumer under consideration - Demonstrates good critical analysis and interpretation, and depth of research Descriptive analysis of the internal influences that are used to target the consumer - Gaps in application of relevant theories and concepts to the target consumer under 'consideration - Shows some critical analysis and interpretation, and depth of research A competent analysis of the internal influences that are used to target the consumer - Competent application of relevant theories and concepts to the target consumer under consideration - Demonstrates competent critical analysis and interpretation, and depth of research Sketchy coverage of the internal influences that are used to target the consumer - Sketchy application of relevant theories and concepts to the target consumer under consideration - Poor critical analysis and interpretation, and depth of research 12.50pts > 9.99pts 9.99pts >8.74pts 8.74pts > 7.49pts 7.49pts > 6.24pts 6.24pts > 0.00pts 12.5 5 Criterion 3 Marketing Strategy Marketing strategy demonstrates a deep understanding and critical thinking on the influences on the target consumer - Thorough application of relevant theories and concepts to the target consumer under consideration Marketing strategies demonstrate a good understanding and critical thinking on the influences on the target consumer - good application of relevant theories and concepts to the target consumer under consideration. Marketing strategies demonstrate a competent understanding and critical thinking on influences on the target consumer - competent application of relevant theories and concepts to the target consumer under consideration. Marketing strategies are descriptive and/or not central to the main influences - recommendation ns demonstrate some elements of understanding and critical thinking of marketing strategies - Shows some critical analysis and interpretation Sketchy marketing strategies are descriptive and/or not central to the main influences - Lack of understanding and critical thinking of marketing strategies 10.00pts > 7.99pts 7.99pts >6.99pts 6.99pts > 5.99pts 5.99pts > 4.99pts 4.99pts >0.00pts 10.0 Criterion 4 Conclusion Conclusion demonstrates a deep understanding and critical thinking on the influences on the target consumer - Thorough application of relevant theories and concepts to the target consumer under consideration Conclusion demonstrates a good understanding and critical thinking on the F7influences on the target consumer - good application of relevant theories and concepts to the target consumer under consideration Conclusion demonstrates a competent understanding and critical thinking on the influences on the target consumer - competent application of relevant theories and concepts to the target consumer under consideration Conclusion is descriptive and/or not central to the main influences - recommendation ns demonstrate some elements of understanding and critical thinking on the influences on the target consumer - Shows some critical analysis and interpretation Sketchy conclusion is descriptive and/or not central to
Answered Same DaySep 30, 2021MKTG1391

Answer To: 1 Assessment Type: Individual report Word limit: 2500 (+/– 10%) Due date: Thursday of Week 7, 23:59...

Dilpreet answered on Oct 09 2021
133 Votes
ASSESSMENT 3: CONSUMER BEHAVIOUR REPORT
Table of Contents
Introduction    3
External Influences    3
Internal Influences    6
Marketing Strategy    8
Upholding the Position of the Product    8
Conclusion    9
References    10
Introduction
In the global business environment, survival of businesses is based primarily on their customer base and the profits they make. In such situations, it has become essential for business organisations to understand and follow the choices, preferences and behaviour of the consumers and develop products and services according to the choices
and preferences of the customers. In addition to this, organisations are also focused on coming with products that are beneficial for the society and value to it so that they can create a positive image among the consumers by fulfilling their corporate social responsibility (Sethna & Blythe, 2016). The concept of consumer behaviour takes into consideration the social, psychological and economic behaviour of the consumers. It is a clearly understood fact that for organisations to position themselves in the market or to come up with product differentiation strategies it is essential to assess and understand the behaviour of the consumers in the target market. Through this report, an effort has been made to analyse the disruption caused by latest technologies like drones, and the way these have been effectively leading businesses to prosper rapidly and efficiently. This report will further analyse the internal and external influences that have been affecting the drone industry. The report will further discuss about the marketing strategy and will provide suitable recommendations to the marketers about this product.
External Influences
Group and Interpersonal Influence
With the emergence of new technologies and their advantages, technology and gadget freak customers are keen to use these technology-based products and services to make their lives easier and simpler. As the market is flooded with such technology-based products, competition in the market has increased and therefore, making it essential for firms to study and analyse both internal and external business environment (Munizu & Pono, 2019). Considering the Australian market, it can be stated that the market has huge potential to grow in domains of agriculture and health. Therefore, drones can be used in these domains to improve the efficiency of the work being done in a cost-effective manner. Furthermore, many online shopping stores and companies are making use of these drones to deliver products exactly at the doorsteps of the customers. As far as the behaviour of the consumers is to be considered in the market segments being captured by technology like drones, it can be inferred that people living in the urban areas mostly shop from online sores and therefore, people living in Melbourne, Sydney, Victoria and Perth can be targeted by this technology.
Reference groups are defined as the individuals or groups that are capable of influencing the attitude, behaviour, beliefs and opinions of other consumers in the market. These groups often serve as role models and inspiration for others (Bujari, 2017). From the marketing viewpoint, reference groups are essential they influence the buying behaviour of the consumers and have a huge impact on the way these consumers interpret the information, which is being provided. Considering the use of drones as a method of delivery in the modern times, the reference groups that are most likely to influence this segment is the technology freak younger generation, who make excessive use of their smart phones and internet connection to make their lives simpler and easier. These reference groups often influence other to rely on technology and innovation and move from offline brick and mortar stores to online e-commerce websites, therefore, creating an effective competitive advantage for the e-commerce companies. Other reference group that has a huge influence on the buying behaviour of the consumers in this era of pandemic is the healthcare providers, who have been convincing masses that online shopping and delivery from drones can help them stay safe and protected.
People belonging to the younger generation are likely to influence their parents, other members of their family and their friends by making them understand that relying on technology and innovation and can make their lives easier and faster. Since, these people have mostly made use of the technologies available in the market they try to convince others by sharing their personal experiences and therefore, have a huge influence on the buying behaviour of their families and friends. Moreover, as the usage of drones is likely to reduce the costs of products being delivered, this can act as a major factor of influence. As far as the impact of healthcare providers is to be considered, on the buying decisions of the customers, they are likely to prefer mostly online deliveries due to the prevailing conditions of the pandemic. Therefore, giving a boost to the drone industry, as other companies are likely to buy more number of drones to speed up their delivery process and optimise the cost of operations they have been performing so far. If one member of the family has a positive experience or if one person in the friend circle has enjoyed a positive experience with this technology, they are most likely to influence others in their technology to do the same (Nolcheska, 2017).
Role of Situational Influence
The companies have been able to understand and analyse the changing needs of the people and therefore, have been making a move forward to fulfil the changing...
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