MKF2111 Buyer behaviour PRACTICAL APPLICATIONS ASSESSMENT part 1
PRACTICAL APPLICATIONS ASSESSMENT
Description:
The Practical Applications assessment comprises 2 (two) individual reports that, together, allow you to demonstrate your command of the theories, concepts, and models that you learn in this unit. The tasks in these reports are designed to allow you to get an insight into how businesses and organisations apply these theories and models to influence consumer attitudes, decisions, and behaviour.
There are two (2) parts to this assessment.
Part 1 is to be submitted by 11:59pm (Melbourne time) on Monday, 30 August, 2021 (week 6).
Part 2 is to be submitted by 11:59pm (Melbourne time) on Monday, 18 October, 2021 (week 12).
Note that you do not need to define any of the terms you use. Rather, these Practical Applications reports are designed to assess your in-depth understanding of the theory and your ability to apply this theory to real-life situations.
Learning Outcomes Achieved:
The Practical Applications assessment tests your achievement of the following learning outcomes:
• Demonstrate a detailed understanding of consumer psychology and the main factors that influence consumer behaviour.
• Use consumer behaviour concepts to analyze and evaluate the effectiveness of marketing strategies.
• Understand how this knowledge can be used to help consumers make better and more informed decisions.
Requirements, Marking Criteria and Due Dates:
• Please see the following pages for the submission requirements, marketing criteria, and due dates for each part of the Practical Applications Assessment.
Practical Applications Part 1
Task 1: Consumer motivation, ability, and opportunity.
Every year, the world dumps approximately 2.12 billion tons of waste – an amount so massive that if it were to be put in trucks they would encircle the world 24 times. In order to tackle this critical issue, corporations must make sustainability a priority by setting measurable goals, innovating, collaborating and preparing for anything.
As the stewards of Colgate, a brand found in more homes than any other, Colgate-Palmolive has the responsibility to make sustainability a household habit. As such, the company has set goals for creating a healthier and more sustainable future for people, their pets and our planet, including measurable targets to design sustainable products, accelerate action on climate change, drive social impact and eliminate plastic waste. Colgate has committed to eliminating a third of new plastics in its products and packaging and to achieve 100 per cent recyclable, reusable or compostable packaging by 2025.
COLGATE PALMOLIVE
In a circular economy, plastic never becomes waste or pollution. Yet in the consumer-packaged goods (CPG) industry alone, more than one billion toothpaste tubes (which until recently were not recyclable) are thrown out annually in the US. With that in mind, Colgate has created a new type of plastic tube with the same kind of recyclable plastic used to manufacture plastic bottles.
The result of five years of research and development, it is a first-of-its-kind toothpaste tube that can be recycled without any adjustments or additional investments to the current recycling infrastructure required.
Committing to sustainable practices and contributing to the circular economy must be more than a priority for companies – it needs to be a central part of every company’s core business strategy. Colgate is driven by our sustainability mission to create a healthier, more sustainable future for all – and are dedicated to implementing sustainable practices that resonate with stakeholders.
Source: https://www.forbes.com/sites/businessreporter/2021/01/19/the-journey-towards-sustainable-packaging/?sh=553bd8ff968d
1a. Using Maslow’s Hierarchy of Needs, identify two (2) consumer needs that Colgate aims to satisfy with its new packaging. Discuss how giving consumers the option to purchase toothpaste in non-plastic tubes will help them satisfy each of these two needs. (10%)
1b. Assume Colgate trial their new toothpaste containers on a small scale. That is, they will only focus on one particular consumer segment. Your task is to briefly describe what the psychological make up of this target consumer segment should be in terms of their goals and self-concept. Then, using appraisal theory, explain how Colgate can make the customers in this segment feel good about purchasing the new toothpaste containers. Use examples to illustrate your answer. (15%)
1c. Even if the target customers are highly motivated to adopt the toothpaste containers, they may be constrained due to insufficient ability or opportunity. Choose one factor related to ability and one factor related to opportunity. Then discuss what Colgate could do to overcome consumers’ potential constraints in these two areas. Use examples to illustrate your answer. (15%)
Task 2: Exposure, attention, and perception.
Consider the two print ads below:
Wheatabix Kit Kat
Source: www.lantev.com Source: www.nestle.com
Choose ONE (1) of these products to analyse. Then, answer the following questions about your chosen advertisement:
2a. Discuss two (2) ways in which the makers of the product you selected can maximise consumers’ exposure to that advertisement. Use examples to illustrate your answer. (15%)
2b. When creating products, marketers choose design elements that maximise the chance that the advertisement will attract consumers’ attention. One of the ways to achieve this is to make the product’s stimuli easier to process. How easy to process is the product that you have selected? In your answer, you need to refer to three (3) characteristics of the stimuli used in the product that make it easy or difficult to process. Discuss to what extent the stimuli in the product possess these three characteristics. (15%)
2c. One of the limitations of print advertisements is that they rely mostly on one of the senses (vision) to convey the key message. Explain how the creators of the product you selected have tried to overcome this limitation and appeal to more than one of the five senses. (5%)
Task 3: Consumer learning
Planet Health is an Australian owned distributor of premium natural health products has. The product range includes laundry liquid, laundry powder, delicate fabric wash, whitener, multi-surface cleaner and dishwash liquid. Every product uses natural yet powerful ingredients and recyclable packaging that conveys a lively, confident sense of fun (see example below).
Source: https://www.planet-healthcare.com/
Through their packaging, Planet Health aims to induce, through classical conditioning, certain response to the advertised brand. Explain how the marketer uses classical conditioning in this instance. Explain all 4 aspects of the classical conditioning model, as applied in this situation. That is, explain what is the unconditioned stimulus and what is the unconditioned response; what is the conditioned stimulus and what is the conditioned response. Clearly explain what is being conditioned (what is the “end goal” of the advertiser). (20%)