MKF2111 Buyer behaviour PRACTICAL APPLICATIONS ASSESSMENT part 2
1. Consumer attitudes.
Research indicates that wearing a mask is one of the most effective measures of containing the spread of the Corona virus (https://www.nature.com/articles/d41586-020-02801-8). Yet, in many countries around the world, certain parts of the population have resisted the call to wear a mask.
Assume that you work for an international advertising agency. The health authorities in one European country have commissioned you to design a campaign to change peoples’ attitudes towards wearing masks. Completing this task will require you to draw on the Elaboration Likelihood Model (ELM) to develop a marketing campaign to increase mask wearing among the general population. Which components of the ELM model would you focus on to achieve the desired change in people’s behaviour?
1a. Construct a diagram that clearly outlines the elements of the ELM model that are applicable to this situation. You can use boxes and arrows (click “insert” tab in word, and then select “shapes”). Justify briefly why you have selected these elements. (5%)
1b. Explain in your own words how attitudes can influence the target behaviour (wearing a mask). Identify ONE route to persuasion (according to ELM) that you would use in your campaign. Explain briefly how you would go about using this route to persuasion. Use examples to illustrate your answer. (15%)
1c. Assume you were not convinced that the ELM was not a suitable model to apply to this scenario. You are considering applying the Theory of Reasoned Action (TORA) model instead. Explain how subjective norms influence the target behaviour (wearing a mask). Identify ONE component of subjective norms (according to TORA) that would you like to change. Explain briefly how you would go about changing this norms component. Use examples to illustrate your answer. (15%)
Task 2. Understanding consumer decision making.
2a. Imagine the following scenario: You are in a supermarket, shopping for orange juice. There are several brands of orange juice on the shelf. Provide one example of how you may use the availability heuristic to decide which brand of orange juice to purchase. (10%)
2b.
Imagine the following scenario:
You are shopping for a video/television streaming service. You have narrowed your choice down to 4 streaming services (service A, service B, service C, and service D). Assume that there are 5 evaluation criteria that are important to you when choosing a streaming service and that the 4 streaming services differ in their performance along these 5 criteria.
Draw a table that represents the 5 criteria, their relative importance, and how well each of the 4 streaming services performs along these 5 criteria. You can use the template table below:
Evaluative
Streaming Service Brand A
Streaming Service Brand B
Streaming Service Brand C
Streaming Service Brand D
Importance
criteria
Criteria 1
Criteria 2
Criteria 3
Criteria 4
Criteria 5
To populate the table:
- Replace the “criteria 1, 2, etc.” labels with your own criteria
- Assign an importance weight to each of the criteria, according to your own needs, values, and goals. Each weight should be out of 100. The weights for the 5 criteria should add up to 100.
- Assign ratings to each of the 4 streaming services (use a rating scale of 1 to 5) to indicate how each streaming service performs along the 5 criteria.
Once you have populated the table, indicate which streaming service you would choose if you used the lexicographic decision model and why. Then, indicate which streaming service you would choose if you were to use the compensatory decision model and why. (20%)
For the compensatory model, add another row at the bottom of your table and enter the overall score for each streaming service (sum of Eval x Importance).
Task 3. Understanding consumer culture: Using psychographics to segment a market.
Ski Aus is a company that makes fashionable, high performance and expensive ski clothing (ski wear). Ski Aus has traditionally segmented the market by clothing type (e.g., ski pants, ski jackets, snow boots), age (adult, your children, teenagers), and skiing expertise level (amateur, intermediate, professional). However, research suggests that the company may benefit by segmenting the market for ski clothing based on consumer psychographics such as values and lifestyle.
3a. Identify two (2) consumer values relevant for the ski wear and travel bag markets. Then describe two distinct market segments (one for each of the consumer values you have selected) that the travel bag company could target. Describe some of the key product attributes that customers in each of these two market segments are likely to seek. (15%)
3b. Identify two (2) consumer lifestyles relevant for the ski wear and travel bag markets. Then describe two distinct market segments (one for each of the lifestyles) that the travel bag company could target. Describe some of the key product attributes that customers in each of these two market segments are likely to seek. (15%)