MKG210: Consumer Behaviour- Consumer Insight- Consumer Behaviour Theories, Concepts & Frameworks- Report Writing Assignment

Internal Code: 1HABJ

Report Writing Assignment:

Task:

The purpose of this consumer insight report is to apply consumer behaviour theories, concepts and frameworks to a current marketing problem/opportunity. Using scholarly and reputable sources, you will provide an in-depth report which proposes three theoretically supported marketing strategies. Scholarly and reputable sources include double-blind peer reviewed journal articles, industry reports, textbooks, and pieces from ‘the conversation’. Sources such as Wikipedia should not be cited in this report.

Topics for Consumer Insight Report:

For the purposes of this assessment you can choose one of the following two topics:

Topic 1: ‘There will be blood’- encouraging new and repeat blood donation

Topic 2: ‘Take the power back’-Encouraging households to purchase solar panels and home batteries.

Topics

Topic 1: ‘There will be blood’- encouraging new and repeat blood donation

Globally, the need for blood products for both elective and emergency procedures is rising with the donations supplied by volunteers not matching the required demand. Recruiting and retaining donors is a well-documentedongoing issue. The Australian Red Cross Blood Donation service needs to understand more about what they can do to encourage people to donate blood, and importantly, donate more regularly. This information can be used to ensure they tailor their marketing strategies for donor recruitment and retention. How can the Australian Red Cross Blood Donation service better understand the motivations to donate blood and in turn, increase donations using consumer behaviour theories?

Readings to assist:

  1. Bednall, T. C., Bove, L. L., Cheetham, A., & Murray, A. L. (2013). A systematic review and meta-analysis of antecedents of blood donation behavior and intentions. Social Science & Medicine, 96, 86-94.
  2. Chell, K., & Mortimer, G. (2014). Investigating online recognition for blood donor retention: An experiential donor value approach. International Journal of Nonprofit and Voluntary Sector Marketing, 19(2), 143–163.
  3. Ferguson, E., France, C. R., Abraham, C., Ditto, B., & Sheeran, P. (2007). Improving blood donor recruitment and retention: Integrating theoretical advances from social and behavioral science research agendas. Transfusion, 47(11), 1999–2010.

Topic 2: ‘Take the power back’-Encouraging households to purchase solar panels and home batteries.

Australian households are struggling to pay increasing power bills as the energy network generators struggle to keep up with demand. There are new and improved innovations in how households can become close to energy independent from energy network generators by producing their own energy through solar panels and storage products such as home batteries. Whilst these products have been on the market for some time, there has been little uptake and adoption of these technologies. Your role as a consumer psychologist is to understand what may drive Australian households to purchase solar panels and home batteries to improve their financial wellbeing by producing their own electricity and reducing their electricity bill.

Readings to assist:

  1. Gordon, R., Dibb, S., Magee, C., Cooper, P., & Waitt, G. (2018). Empirically testing the concept of value-in-behavior and its relevance for social marketing. Journal of Business Research82, 56-67.
  2. Bang, H. K., Ellinger, A. E., Hadjimarcou, J., & Traichal, P. A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology & Marketing, 17(6), 449-468.
  3. Ha, H. Y., & Janda, S. (2012). Predicting consumer intentions to purchase energy-efficient products. Journal of Consumer Marketing29(7), 461-469.

Suggested theories/concepts/frameworks

Here are lists of theories/concepts/frameworks you can use. This list is only a guide and as such, you may look to others for your report. If you do find another theory/concept/framework you should discuss this with your tutor.

  • Attitudinal Theories (Theory of Reasoned Action/Theory of Planned Behaviour/Model of Goal Directed Behaviour)
  • Motivational Theories (Self-Determination Theory)
  • Learning Theories (Classical Conditioning/Operant Conditioning/Hierarchy of Needs)

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