Hello, if you have any need, please feel free to consult us, this is my wechat: wx91due

MKTG 1050 BUYER BEHAVIOUR

Assessment format: Read the case study below and answer the questions as follows.

PART A: answer all six questions (3 marks each = 18 marks).

PART B: answer any three out of the four questions. (4 marks each = 12 marks).

Assessment marks: This assessment contributes 30% to the total grade.

Assessment mode: Take home, open book. There will be no invigilation. The student may take their time to draft and develop their answers.

Assessment paper release date and time: 11:59 PM, 7 October 2024

Assessment answer submission due date and time: 11:59 PM, 21 October 2024

Word limit: Maximum 2000 words in total (excluding references).

Assessment answer Format: Use the answer sheet uploaded. Typed in Word file, Arial, 11 font size, 1.5 spacing.

Submission: Save it as a Word or pdf file and upload it on the Canvas submission link

Details:

1. This is a summative piece of assessment that brings together your learning in the Buyer Behaviour course over the teaching period.

2. You are expected to complete this task individually without conferring with others.

3. Your instructor will not be providing any guidance or advice on how to complete the questions. You must not contact your instructor during the final assessment. All the information required in this regard is provided within this document and through your studies.

4. It is imperative that you complete the task precisely, with care and consideration of the principles, theories and practices of Buyer Behaviour.

5. The assessment has a maximum limit of 2000 words which must be adhered to. Exceeding the word limit will render your answers to that question void. At the end of each question, students must insert the word count in brackets, then add the list of references if applicable. Then add the total word count of your answers on the first page. Tables can be used; however, they form part of the word limit. Figures, images and diagrams are welcome, and they do not form part of the word limit. Point form, sub-headings and similar elements that allow you to remain concise (but clear) are most welcome and encouraged. As a guide, it is suggested that students write approximately 200 words per question in PART A, and 250 words per question in PART B. The most important condition is that the total number of words for all questions must not exceed 2000 words.

6. You must use the answer sheet (to be uploaded) to answer the questions. Please then start each of the questions on a new page and attempt the questions in the order they are presented. You must not delete the instructions and the questions from the answer sheet (your examiner will account for this when considering turn-it-in report). Your answers should be in black font (and keep the instructions and questions in blue).

7. You are welcome to bold, underline, italicize, colour (main colour should still remain black) or highlight key points or areas for emphasis. Point form is welcome where applicable. Diagrams, images, tables etc. can be placed wherever they best fit and must be given a heading and source detail (if applicable).

8. Your work is submitted via our plagiarism detection software, and you must rely on your own learning and acquired knowledge. You are encouraged to do some website and database searches, but you must cite references when you do. You must use your own words and strategic insights in your answers.

9. Please note that this final assessment task is to be done individually and without consultation or discussion with others. Any student who is found to have breached this requirement through any form of media or contact will be investigated for academic misconduct.

10. If you use websites and database search, you must cite your references using Harvard style referencing (word count does not apply to references). List of references should appear at the end of each question (not at the end of the document).

11. Students are responsible for submitting their final assessment on time, as late submissions for final assessment will not be accepted. If circumstances prevent students from being able to submit their assessment by the deadline, they will need to apply for special consideration.

12. Do not use a point to answer more than one question. For example, if you use “temporal perspective” to answer a question as an idea/ recommendation/ strategy etc, then do not use the same point to answer another question even if it is relevant.

13. Specific submission details will be posted before the submission date. Students will be able to submit this assessment 3 times, and the last submission will be accepted. If you encounter any technical failure with Canvas or Turnitin at the time you submit your assessment, you must email a copy of your assessment to Course Coordinator and copy your tutor, and use “MKTG1050 FINAL. YOUR LAST NAME. STUDENT NUMBER” as the subject line. This is the email of your course coordinator Dr Kaleel Rahman: [email protected]. If you fail to give the specific subject line or send your e-mail to the wrong person(s), your assessment will be disregarded.

Case study

If it's flooded, forget it: driving through floodwaters

by Dianne Grice, Ogilvy Brisbane and Peter O'Halloran, Queensland Fire and Emergency Services (QFES)

Introduction

Severe thunderstorms are the norm in the subtropical and tropical climate of Queensland from October to May. Flash flooding is a regular occurrence throughout the state in regional towns, across rural areas and in the large population centres of the southeast including Brisbane. The hilly terrain and low-lying roads throughout suburbia, as well as the main arterials, exacerbate this problem. The loss of five lives due to a severe weather event in Brisbane brought into question the relevance and awareness of 'current' messaging on the dangers of driving through floodwaters. Anecdotal evidence from media reports (and others) suggested that while previous messaging had widespread recognition, the potentially dire consequences of driving through flooded roads were either misunderstood or, worse still, unknown.

As a result of these fatalities, the Queensland Government developed a new marketing campaign in time for the flood season. The campaign picked up a local colloquialism, 'If it's flooded, forget it' (IFFI), and was designed not only to reinforce the dangers of driving through floodwaters but also to equip the population with knowledge of the consequences and the tools needed to change their attitudes and behaviours.

Objectives

The overall goal of the campaign was to stop people driving through floodwaters in Queensland. Specific behavioural objectives the campaign hoped to achieve included the following:

· Change beliefs as to what constitutes ‘floodwater’ by a minimum of 5%. (Pre-campaign research reported 45% of respondents believed floodwater to be 11-30 cm deep).

· Increase awareness and understand as to why not to drive through water over a road and reduce the incidence of such behaviour.

· Increase knowledge around the unforeseen impact floodwater can have on the road beneath.

· Reduce the number of people who will attempt to drive through floodwater based on what others around them are doing.

· Reduce the number of people who believe their vehicle can handle floodwater by a minimum of 5%. (Pre-campaign research measured this at 46%).

· Change attitudes that familiarity and knowledge of local terrain give permission to drive through floodwater.

· Increase understanding that alternative safer routes are available. Identify these safter routes for the future.

Consumer insights

Qualitative and quantitative research was commissioned specifically to inform the campaign and to provide the Queensland Government with a clear indication of just how much Queenslanders were not taking flooded roads seriously. Highlights from this research included:

· 57% of 4WD drivers would drive across a flooded road.

· 29% believed the speed of water doesn't matter.

· 29% had driven through floodwater.

· 25% didn't think it was that dangerous.

The problematic attitude of Queensland drivers towards flooded roads was best summed up by the following research response:

'We're smart up here, we know what you can and can't do. It's the city people, the tourists and campervans that get in trouble driving through floodwater when they don't have the local knowledge.' (Cairns, Queensland)

The research was commissioned to determine the effectiveness of the existing messaging and to identify actions to change driver knowledge, attitudes and behaviour towards floodwater. It was also used to identify the demographics most likely to drive through floodwater and to uncover their reasons for doing so.

The three most prevalent segments were:

· Males who have previously driven through floodwater: 30%.

· 4WD owners: 34%.

· 25-39 year old: 27%.

Critical insights for these segments included bravado and masculine belief in their own ability played a part in influencing male drivers to risk driving through floodwater. This was often matched with a misplaced confidence in the vehicle they drove. In addition, panic and fear blinded some drivers at the moment when they were confronted by water over the road, with a fear for loved ones on the other side of the water in particular compelling them to take life-threatening risks. Research also discovered that a further contributor to poor behaviour was a simple lack of knowledge of how else to behave: drivers were unaware of what alternatives exist to driving through the water.

The campaign

The strategy for the campaign had a two-pronged approach: to tackle head on some of the myths and misunderstandings around driving through floodwaters (using communications) and to equip drivers with the knowledge and tools they need to predetermine an alternative action available to them (using online tools). This approach went beyond simply amplifying or dramatizing the potentially fatal outcomes, as many driver safety campaigns often do.

Communication strategy

The campaign took an innovative approach to developing the communication mix by establishing a 'CX loop' (customer experience loop) borrowed from marketing practices usually reserved for commercial brands seeking to increase sales. CX loops are essentially communications opportunities and customer touch points, mapped against a neoclassical customer purchase life cycle, where the agency considers how to best massage consumers from a state of basic brand awareness through to consideration, enquiry, purchase, maintained purchase/loyalty and ultimately advocacy. Advocacy from one consumer to another helps grow and feed awareness/consideration and the whole cycle can start again for a new consumer.

This campaign took the same approach but looped instead the core stages of the trans-theoretical behaviour change model (pre-contemplation, contemplation, preparation to act, action and maintenance of action). An 'advocacy' stage was added in order to ensure that the communication mix had the right touch points and channels to facilitate word of mouth and viral/ digital spread. Ultimately, this led to a campaign that intelligently harnessed paid media channels such as TV, print and outdoor but also had a strong element of social media (in particular, Facebook) and targeted online display units, mobile advertising and rich media/ content marketing (including YouTube pre-rolls). TV advertising offered the best means for mass market reach and frequency. The critical addition compared to many other government campaigns was the invitation for drivers to also participate online and engage with an innovative, interactive new website.

Interactive website

While TV advertising could remind people of the perils and danger of driving through floodwater, the interactive website included an interactive open-source map drawing on multiple government databases where Queensland drivers could:

· Identify roads near them that were currently flooded.

· Identify roads near them that have been known to flood in recent years.

· Make suggestions for alternative routes to drive around that flood spot.

· Discover another driver’s preferred alternative route.

The online platform thus enabled consumers to 'Make your Plan B' and allowed Queensland drivers to both give and receive knowledge in a single experience. This made for a marketing campaign that was two-way and participatory and allowed Queenslanders to feel they were playing a part, contributing to the safety of others. The online platform included crowdsourced flood roads maps, which involved consumers sharing real-time information about flooded roads to help others plan an alternative route, as well as tips and tools for planning a route.

Consumers were fully involved in the co-creation of the data used in this real-time flood map. By engaging with the online map, they were able to add content and share knowledge with regards to the best alternative route around any well-known flood spot. In social media a strong emphasis was placed on sharing stories and passing the message on to someone who perhaps needed to be mindful of the message the campaign was hoping to communicate.

Campaign activity was also informed by--and then moderated in reaction to- social media performance as well as ongoing map analytics. Each week a review was undertaken looking at how media activity had or had not driven engagement, and then either messaging or media tactics would be tweaked accordingly to optimise campaign performance.

Results and learning

The campaign has been instrumental in changing Queensland drivers' understanding of flooded roads as well as their attitudes and intentions towards staying safe. These are critical developments in the ongoing battle to avert tragedy and to ensure that fewer Queenslanders are lost to floodwater each year. Key campaign results included:

Message awareness

· Unprompted recall – 70%, up from 67% in the previous year.

· Prompted recall – 82%, up from 70% in the previous year.

Online engagement

· Map engagement: 168 000 unique visitors.

· Social media: CTR (click-through rate) 0.3% to 0.8%.

Knowledge change - defining floodwater

· Up to 10 cm of water on the road: 50%, up from 35% pre-campaign.

· 21 – 30 cm of water on the road: 12%, down from 21% pre-campaign.

Attitude change driving through floodwater

· I would never attempt to drive through floodwater: 55%, an increase from 49% in the previous year.

Behavioural change - driving through floodwater

· I have driven through floodwater: 24%, a decrease from 29% in the previous year.

· 79% will try to make other arrangements. 59% will make sure they have a back-up plan in the event of flooding.

The campaign was so successful in changing knowledge, attitudes and behaviours about driving through floodwaters that it was repeated for the following year’s flood season, during which time a greater emphasis was placed on the existence and usefulness of the online tool. In social media there was also an increase in the number of geospecific posts targeted to individual local communities as these had performed particularly well during the campaign.

CASE STUDY QUESTIONS

PART A:
ANSWER ALL QUESTIONS IN PART A. PART A IS WORTH 18 MARKS.

QUESTION A1

Study the consumer research assignment you completed as a group. In your own words, paraphrase the themes you developed in your research. You are not required to link this question to the case study. (3 marks).

QUESTION A2

Explain how the learning theory of operant conditioning could be applied to stop people driving through floodwaters. (3 mark).

QUESTION A3

Using leanings from the United Airlines passenger removal case study covered in your class, treating the Queensland floodwater issue as a crisis, briefly explain how the Queensland government should respond when an unexpected flash-flooding occurs. (3 mark).

QUESTION A4

As John has moved to Brisbane as a newcomer, he has been alerted about the upcoming floodwaters in his area. Discuss the external sources of information available to John for searching? (3 mark).

QUESTION A5

Qualitative and quantitative research was commissioned specifically to inform the campaign and to provide the Queensland Government with a clear indication of just how much Queenslanders were not taking flooded roads seriously. Highlights from this research included:

57% of 4WD drivers would drive across a flooded road.

Using concepts you learned in class on lifestyle (psychographics, activities, interests and opinions), develop a lifestyle profile (characteristics) of a 4WD driver who does not take flooded roads seriously. (3 mark).

QUESTION A6

In this campaign, one key factor the campaign designers failed to consider is the reference group influences. As a consumer behaviour expert, Victorian Premier’s Office has hired you to design a campaign in Victoria to tackle the flood problems in the future. Explain how you would use reference group influences to run a campaign in Victoria. (3 marks).

PART B:
ANSWER ONLY 3 QUESTIONS IN PART B. PART B IS WORTH 12 MARKS.

QUESTION B1

There are three segments of people who were seen as most likely to drive through floodwater listed in this case. Identify specific marketing tactics for each segment designed to overcome the barriers for that segment avoiding floodwaters (4 marks).

QUESTION B2

Using the consumer decision making process you learned in class (problem recognition, information search, alternative evaluation, selection, and post purchase processes), explain how the campaign manager could use the decision-making model to analyse and understand the people impacted by floodwaters. (4 marks).

QUESTION B3

Using gender as a strategic tool is common in marketing (e.g., Women buy the pants in the family; men just wear them/ Diet Coke for females and Coke Zero for males/ Blue colour theme for males and pink colour theme for females). Marketers generally develop strategies in terms of product offerings, marketing communications, and retail stores in using gender strategies. Seeing your Consumer Behaviour expertise, you have been hired at the Queensland Department of Flood Control. Your first job is a challenging one. Your manager said “the campaign has been successful in the past, but not any longer; we have tried everything, but nothing seems to be working. In the past we assumed males are the problem ones. Can you develop some creative ideas to run a campaign so we can target males vs. females separately?  Send me a summary of ideas in about 250 words, okay? Write the summary to your manager. (4 marks).

QUESTION B4

Seeing your Consumer Behaviour expertise, you have been hired at the Queensland Department of Flood Control. Your manager said “in the past we did not have many immigrants in Queensland. Now, you see 22.7% of people in Queensland were born overseas. This means nearly a quarter of our population have some cultural variations. Maybe we need to understand their cultures in our messaging. Could you come up with some ideas to cater to immigrant population in Queensland?” Using concepts learned from ‘cross cultural variations in consumer behaviour’, write a response to your manager. (4 marks).