Overview
This assessment is designed to encourage students to explore the impact of consumer behaviour on marketing strategy through developing an in-depth report on a specific target segment’s consumption patterns in a specific product category.
The assessment will be structured within a marketing mix framework, exploring internal, external and decision-making influences and involve a detailed and in-depth analysis of the primary target market. This report also requires you to consider and evaluate the relevance and validity of the proposed positioning statement(s) and an evaluation of the marketing strategies employed.
Please note, this report will require you conduct secondary research. Ensure that you draw on additional resources, such as industry reports from IBIS World, academic journals, and marketing practitioner resources to supplement your analysis. Consult the Library staff if you require assistance for this.
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)
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)
Assignment Theme Choices for MKTG1391 Assignments
Brand/Product TP1
Your CB challenge summary
Key Cluster
Technology
Voice Assistant Technology
Technology pervades almost every aspect of our daily lives.
The latest developments in machine learning allowed for the rapid growth of voice-control technology like voice assistants (Google Duplex, Alexa etc) and voice search.
In the past few years, voice assistants have become very popular whether integrated into our smartphones or standalone such as Amazon’s Alexa. They have influenced consumer behaviour (voice shopping) which has given rise to a new type of commerce – voice commerce.
62% of those who regularly use a voice-activated speaker say they are likely to buy something through their voice- activated speaker in the next month and 44% say they order products (groceries, household items, etc.), at least once a week.
According to eMarketer, voice-control technology has officially moved out of the early-adopter phase and into the mainstream.
https://brandminds.live/how-voice-is-changing-customer-behaviour-and-the-way-you-do-marketing/
Apply your knowledge of consumer- based theories to analyse how this technology may create and deliver a competitive advantage for consumers in making more informed choices in a market of your choice in Australia or another overseas market.
Travel/ Transport
Car Share: The New way to go.
At a time when the coronavirus (COVID- 19) is forcing organisations (and consumers) to change operations in line with government regulations, consumers arerethinking their mode of transport.
Using your knowledge of CB, consider and assess the effectiveness of the Car Share in this key transportation industry either focusing on Australia or on global markets.
Melburnians without a car have flocked to car-sharing services as they look to avoid public transport due to the coronavirus pandemic.
Car sharing is a service that allows people to rent a communal vehicle for short periods of time – either by the hour or day.
Car-sharing company Popcar – a members-based service with about 60 vehicles in Melbourne – said it had experienced a surge in both the frequency and length of bookings since the start of March.
The average time one of their SUVs has been booked for in Victoria has more than quadrupled from six hours in March to 27 hours in May
Stage three coronavirus restrictions have led to a 90 per
cent fall in people using Melbourne’s public transport system – from two million commuters a day to about 200,000.
https://www.news.com.au/technology/motoring/on-the-road/coronavirus- melbourne-commuters-move-to-car-share-over-public-transport/news- story/f5d2bb3e9a3ced07bfb0300b2a365a88
Food
& Drink
Probiotic Drinks
As a key member of marketing team you have been asked to apply your knowledge of consumer- based theories to analyse this category of product offerings to consumer seeking health conscious alternatives to other beverages in Australia or another overseas market for your choice.
The global growth of the probiotics market and digestive health products market is being shaped by shifting consumer attitudes and purchasing behaviour
The global probiotic drinks market is projected to grow at 7.5% during the forecast period (2020- 2025)
The probiotic drink market is driven by the increasing number of health-conscious consumers, especially the younger generation.
Probiotic drinks are a part of the functional beverages, which can help in improving the health conditions of the gut by maintaining the balance of the intestine.
The dairy-based probiotic drinks segment is the leading segment in the probiotic market, followed by the fruit-based probiotic drinks segment. Asia-Pacific holds the major share of the probiotic drinks market, followed by Europe.
https://www.researchandmarkets.com/reports/4771771/probiotic-drinks-market- growth-trends-and
Housing / Construction
Green Sustainable Homes: The Way Forward.
Apply your growing knowledge of consumer- based theories analyse and then promote this product to Australians or any other global markets who are demanding green sustainable homes.
Sustainable building design and initiatives are slowly but surely gathering momentum in Australia.
Sustainable building has two key objectives: to reduce harm to the environment, and to create a healthier space for residents. The most sustainable buildings can produce their own energy and recycle all water and waste. While this is still only seen in the commercial building space – at least in Australia – residential buildings are on their way.
Delivery on more sustainable residential buildings is being led by big developers like Mirvac, Stockland, Frasers and Lend Lease. Nationally, there are 72 residential buildings with a Green Star rating (an internationally-recognised rating system for sustainable design), housing a total of 59,500 residents.1
https://www.smartline.com.au/mortgage-broker/tazzopardi/blog/are- australians-demanding-greener-homes-5/
Current Employment Status
Do you work for a consumer-focused
company? If so, you may use your
employer’s products
and brands as the
application context for
this consumer
behaviour course.
Please provide your
facilitator with written
genuine proof that this
is where you are
employed when you
submit assignment 2.
MKTG1391 Consumer Behaviour
Assessment Details
Assessment 2 will entail conducting secondary research to compile a report which investigates and analyses the following:
Market: size of market, key trends and product life cycle
Competitors: direct and indirect competitors, size of competitors, positioning of key competitors
Product positioning: how is the product positioned in the marketplace to appeal to the target
Target Market Segmentation: identify three You may allocate identities/ names to each segment. You can segment the market by using bases such as geographic, demographic, psycho graphic, behavioural or benefits sought. These can be used individually or in combination.
a) Identify and justify the selection of ONE target market for the product in question and provide an in- depth profile of the consumer that typifies this target
Based on the profiled consumer from the target market identified in question 3
Decision-making process; involvement and perceived risk
Need recognition: actual state and desired state
Information search: pre purchase search, internal search, consideration set and external search
Evaluation of alternatives: criteria for evaluation of alternatives, types of value, evaluation processes, product categorization and criteria selection
Choice: decision rules and retail outlet selection
