Country : Australia
Assignment Task
 

Introduction: background of organization
Marketing mix (4ps or 7ps): simply explain the marketing mix
Product
Price
Place
Promotion
Process
People
Physical evidence
Consumer’s behaviour
The current marketing segments, types of consumers (individual consumer or organization consumer)
Consumer need and motivation (refer to the Maslow’s hierarchy of needs) lecture 2. Does the product fulfill the consumer’s need? The which level of consumer’s need?
Consumer decision making
Internal influence on consumer behaviour: customer’s personality and self-concept
External influence on consumer behaviour: brand personality. Attitude of consumer behaviour and change (Attitudes occur within a situation) apply to the current situation a situation. Attitudes towards ads: what is your origination’s ad attitude (fear or humour) lecture 5
Consumer Involvement
Research on what amount of time and effort the consumers made a purchase. How involved are the consumer in the decision making to make the purchase?
Levels of Involvement
Low Involvement: habitual decision on a regular basis? Does not have to do any research on. For example, a low-involvement decision includes groceries (supermarket).
Medium Involvement: decision make in the store and not spend long time. These types of decisions considered as simple decisions that are made in the store and not for a long time.
High Involvement: decisions made needs to take time and require research. For example, more expensive items, house, car, luxuries stuffs.
Consumer Decision Making Model
Need recognition
Information search
Evaluation of alternatives
Purchase
Post- purchase: 2 outcomes of consumer (customer satisfaction and dissatisfaction, how to measure them and improve the service to meet the customer satisfaction).
For example

Current marketing campaign(advertising): focus on digital marketing (social media)
Recommendation of marketing campaign (according to the covid situation, what is your recommendation for the marketing campaign? Any improvement the organization need to do based on the customer behaviour?

 

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