.BSBMKG435 Analyse consumer behaviour Task 1 (1)

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BBSMKG435 Analyse consumer behaviour Task 1 – Knowledge Questions Task summary  This is an open book knowledge test, to be completed in your own time.  You need to answer all the written questions correctly. Required  Access to textbooks/other learning materials.  Access to a computer and Microsoft Office.  Access to the internet. Timing Your assessor will advise you of the due date of this assessment via Canvas. Submit on Canvas 1. This completed workbook Assessment criteria  All questions must be answered correctly for you to be assessed as having completed the task satisfactorily. Re-submission opportunities  You will be provided feedback on your performance by the Assessor via Canvas. The feedback will indicate if you have satisfactorily addressed the requirements of each part of this task.  If any part of the task is not satisfactorily completed, the assessor will provide you with written feedback to guide you on what you must undertake to demonstrate satisfactory performance. This assessment may be re-attempted twice. Your resubmission must be uploaded within three (3) days of receiving your grade of “not yet satisfactory”. You must clearly display “Resubmission” on your resubmitted work.  You have the right to appeal the outcome of assessment decisions if you feel that you have been dealt with unfairly or have other appropriate grounds for an appeal.  You are encouraged to consult with the assessor prior to attempting this task if you do not understand any part of this task or if you have any learning issues or needs that

may hinder you when attempting any part of the assessment. Assessment Cover Sheet Student name: Student ID Trainer’s Name: Date Submitted: Student declaration: I declare that:  I have read and understood all the information provided in relation to the assessment requirements to complete this unit, the instructions and the purpose and processes of undertaking this assessment task  This assessment is my own work and where other’s works or ideas have been used, I have appropriately referenced or acknowledged them  I understand that plagiarism is a serious offence that may lead to disciplinary action. Student signature:

Task 1: Knowledge Questions Question 1 What are three sources of information you could use to identify a market segment for a product or service? (approx. 50 words) Answer: To find a good business, whether it's a local store or a business on the internet, and it's always a good idea to do a search on the internet, you can use a government website with data from companies in that specific segment, you can collect data, for example, specific cooperatives, local communities, city halls, and all of this research can be done online. Question 2 Describe a process you could use to identify consumer attributes for a market segment of your market profile. ( approx. 50 words) Answer: Customer needs analysis: detailed research that can help your company understand what value your consumers expect from your products or services The effectiveness of customer requirements analysis is mostly determined by two variables. The first step is to establish consumer personas and determine what customer inputs are required to produce breakthrough products. The second step is to understand how to acquire customer inputs and feedback. Question 3 Select a well-known international business (e.g. Apple) and list at least 3 (three) current digital channels relevant to the business and the consumers Answer: Starbucks a. Website: Main Starbucks main website is friendly created for easy access, where you can find very general information of the coffeehouse around the world. Here you can also find promotions that are applied in the stores around the world, which gives the consumer a feeling of belonging to this huge community and so it brings customers’ loyalty to the brand. b. Social impact channel: As everybody around the world is concerned about environment and social responsibility, the company offers a variety of proofs of its commitment with the social impact of the coffeehouse. This relates to blogs with touching stories about inclusion, environment responsibility and more. c. Order on app: as this world walks fast it is always the best option for consumers to have the quickest way to have the products easily. They have develop an app to facilitate the orders in store for delivery and pick up, which is the most personal way a consumer can have today.

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Question 4 Select a product you are familiar with. Present a rationale for a focus of appeal, how does it influence consumer behaviour? What marketing strategies do you think would be effective and in line with organisational structure, procedures and marketing objectives? Answer: Coffee. It could be focused on the time of the day to gather with friends. Based on the idea that now everything is digital, even meetings with friends, coffee can be a good excuse to take some time to have a personal conversation over the coffee house. Increasing in store customers is fundamental and although digital solutions are present day-by-day and saves time, the personal contact and touch is also missed by so many. One very interesting marketing strategy could be use GoPro. It doesn’t make sense to have a digital campaign to get customers in store, but as everybody uses social media, it is a good approach to the objective. A GoPro camera can get the essence of an encounter with friends. You can create a contest for the customers who visit your coffeehouse, inviting them to register those special moments with friends. Create a contest to share those experiences on social media will give you access to “free marketing” and expand the number of people to have contact with your product. Of course the reward would be a way also to create loyalty to the coffeehouse or the products you offer, like a minimum free consumption credit in the store. Question 5 Provide an example of an engagement intervention and conversation which could be used in a digital communication platform. (approx. 50 words) Answer: Using non-conventional digital channels for advertising can be challenging, yet very effective. Twitter is well known for being a social individual platform. When people in charge of the public answers of a company in twitter “talk personally” to the customers, this makes the buyer feel important for the company.

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