RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 1 FINAL ASSESSMENT MKTG 1050 BUYER BEHAVIOUR INSTRUCTIONS Student Name: Jennifer Nguyen OFFICE USE ONLY ID Number: s3841115 Tutorial day and time: Thursday 17:30 Tutor’s name: Wasana Jayawickramarathna Assessment format: Read the case study below and answer the questions as follows. Question 1: answer all short answers questions - 9 parts (60 words maximum per part). (1 mark each = total 9 marks) Questions 2/3/4/5: answer any three questions – (600 words maximum per question) (7 marks each = total 21 marks) Assessment marks: This assessment contributes 30% to the total grade. Assessment mode: Take home, open book. There will be no invigilation. Student may take their time to draft and develop their answers. Assessment paper release date and time (on or before): October 14, Saturday 11.59PM. Assessment answer submission due date and time: October 29, Sunday 11.59PM. Word limit: Maximum 600 words per question (excluding references). RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 2 Assessment answer Format: Use the answer sheet uploaded. Typed in Word file, Arial, 11 font size, 1.5 spacing. Submission: Save as a pdf and upload on 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. Each question has a maximum limit of 600 words which must be adhered to. Exceeding the word limit will render your answer 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. 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. References 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. For question number one, students are expected to write maximum 60 words per part. 6. You must use the answer sheet (to be uploaded) to answer the questions. Please then start each of the four questions on a new page and attempt the four 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 RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 3 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. Students are encouraged to use websites and database search, but 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. Specific submission details will be posted before the submission date. Unlike the assignment submission, students will be able to submit this assessment only once. 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 use “MKTG1052 FINAL YOUR LAST NAME STUDENT NUMBER” as the subject line. This is the email of your course coordinator Dr Kaleel Rahman: kaleel.rahman@rmit.edu.au. If you fail to give the specific subject line or send your e-mail to the wrong person, your assessment will be disregarded. RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 4 Answer question ONE and any THREE out of the remaining FOUR questions (30 marks) QUESTION ONE (9 marks) Question 1.1 Briefly explain the 3 types of reference group influences. Which type is most suited to promote electric cars? Why? (1 mark). Information group influence is most suited to promote electric cars as useful information is transmitted to consumers. Unlike normative influence when an individual fulfils group expectations to gain a direct reward or avoid a punishment, or identification influence where an individual uses perceived-group norms and values as a guide for their own attitudes or values, behaviours and opinions of reference groups are used as potentially useful pieces of information. Question 1.2 Using the information from the case, compare rational choice vs. norm-directed behaviour. Which one would you use to promote Nissan LEAF? Why? (1 mark). Dealers should use rational choice behaviour to promote Nissan LEAF where they should focus on marketing the innovative technological system and emphasizing the Nissan LEAF’s energy saving functions. Question 1.3 Nissan is generally not considered a premium brand. Yet, “it is up there with the premium brands”. What is your rationale for it being up there with the premium brands? (1 mark). Despite its stigma of not being considered a premium brand, generally cars are not battery-electric powered and electric car adoption rates are still low compared to combustion engine cars, hence why Nissan are able to place themselves with premium brands and place a higher purchase price on their electric car models. RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 5 Question 1.4 Among Maslow’s hierarchy of needs, which need is most appropriate for developing marketing strategies of electric cars. Explain why. (1 mark). Among Maslow’s hierarchy of needs, safety needs are most appropriate for developing marketing strategies of electric cars as all humans require the need to feel safe and secure, thus a marketing strategy where electric car safety features are highlighted would be most appropriate. Question 1.5 In your analysis, what is the most appropriate type of unplanned purchase Nissan dealers could use to sell Nissan LEAF? Briefly explain how they could do it (1 mark). Impulse purchases are the most appropriate type of unplanned purchase Nissan dealers could use to sell Nissan LEAF. In a case where consumers stumble across the model, dealers could sell the car to them in hopes they impulsively purchase on the spot. Moreover, dealers can place the model on display for consumers to view, which can impact their purchase behaviour. Question 1.6 The common cultural assumptions of Australians can fall into four characteristic traits. Choose one of the four characteristic traits. Briefly explain how Nissan LEAF could use it in their marketing campaign. (1 mark). A common cultural assumption of Australians that Nissan LEAF could utilise in their marketing campaign is sense of humour. Australian’s enjoy banter and like to make fun of others and oneself as a sign of friendship and inclusion, thus a humourous and lighthearted tone in their marketing campaign should be considered. Question 1.7 Nissan is going to hire a new CEO for their Melbourne branch. Based on your course content, recommend three types of opinion leader characteristics to the CEO of Nissan. (1 mark). RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 6 The new CEO of Nissan should adopt the following opinion leader characteristics: have enduring involvement with the Nissan product category, have a high level of exposure to the media, and be a ‘market maven’ in which they should be an expert on all Nissan products. Question 1.8 Briefly explain how Nissan LEAF marketers could use operant conditioning to promote the brand. (1 mark). Operant conditioning is the process of learning whereby the consumer’s response to a stimulus is either reinforced by a reward or discouraged by a punishment. Nissan LEAF marketers could utilise operant conditioning to promote the brand by using positive reinforcement and rewarding consumers, such as giving complimentary car add-ons upon purchase. Question 1.9 John is so passionate about the green movement and has become interested in buying a Nissan LEAF recently. At the same time, his wife Sarah has been nagging John about saving up for their first home deposit. Hence, John is equally interested in going for a cheap Suzuki. What motivational conflict is this? Briefly explain (1 mark). John is facing approach-avoidance motivational conflict where he is facing both a positive alternative (buying a Nissan LEAF) and a negative alternative (saving up for a first home deposit). Therefore, John’s idea of buying a cheap Suzuki is a result of this approach-avoidance motivational conflict. QUESTION TWO Explain how marketers can utilise the attitude change strategies to change consumers’ attitudes toward buying electric cars. (7 marks). Populate answer here… RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 7 QUESTION THREE Review your course materials on situational influences. Discuss how situational influences could effectively be used by marketers of electric cars. (7 marks). Situational influences are a set of factors from the consumer and product that could influence how consumers behave, and they could effectively be used by marketers of electric cars. A marketer must understand when a particular situation will affect consumer behaviour, how strong the effect is likely to be, and the way in which the situation will influence behaviour to be able to effectively use situational influences to their advantage. There a five dimensions of situational influence marketers must be aware of. These include physical surroundings, social surroundings, temporal perspectives, task definition and antecedent states. Physical surroundings comprises of store atmospherics (the sum of all physical features in a retail environment). This consists of physical factors that can subconsciously influence consumer behaviour, such as store location, interior design/décor, music, temperature, and aroma. Nissan can utilise their store physical surroundings to market their electric cars. For example, they can do this by placing the Nissan LEAF in view for consumers, and ensuring store music is not too loud and store temperature is not too hot or cold. Social surroundings are another dimension of situational influence that can affect consumer purchase behaviour. Factors such as other types of customers in the store, whether there are queues in the store, whether the consumer is likely to be known/recognised by others in the store, and whether high profile people or celebrities shopping at that store. For example, marketers of electric cars can utilise social surrounding to maximise buyer behaviour by eliminating queues, controlling how many people are in store at a time, and focus on marketing electric cars to high profile people and celebrities in hopes to catch consumer attention and provide high exposure to brand. Temporal perspectives relate to consumer behaviour based on time, such as time of day and season. Examples of temporal perspective factors include seasonal products, whether the product is urgently required, if time available for shopping limited or excess, and how long the previous product lasted or was expected to last. Nissan LEAF marketers can utilise temporal RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 8 perspectives by taking advantage of sales (such as putting cars on sale during periods such EOFY, Boxing Day, etc.) and possible ‘end of day’ deals. Task definition refers to the purpose or reason for engaging in the consumption behaviour. This dimension of situational influence relates to consumer buying purpose, such as whether consumers are buying products for oneself or as a gift, whether the product they are buying is a status symbol, and if the product is long-lasting/intended for several uses etc. Nissan marketers can make use of task definition influence by marketing electric cars as a status symbol, where they are seen as ‘better’ than standard engine cars. Finally, antecedent states are features of the individual that are not lasting or relatively enduring characteristics. These include momentary conditions or moods that can be states of high excitement or depression. Marketers can harness this and encourage certain products to become associate with these moods. In this case, marketers can associate excitement and exhilaration with the purchase of a new electric car. In relation to situational influences, there are four types of consumption situations, being communication situation how consumers see and listen to marketing messages, purchase situation in which product selection and purchase occurs, usage situation how use and alter products and services, and disposal situation in which the product and/or product packaging is discarded before or after use. Thus, marketers of electric cars must understand the concept of situational influences and its dimensions to effectively market their brand. They must understand that consumer behaviour is product-person-situation specific and will vary between consumer to consumer. QUESTION FOUR Gender is a powerful demographic variable. Using gender as a strategic tool is common in market segmentation (e.g., Diet Coke for females and Coke Zero for males). Marketers generally develop strategies in terms of product offerings, marketing communications, and retail stores in using gender strategies. Explain how you could capitalise on possible gender strategies in developing RMIT MKTG 1050 Take-Home Final Assessment Sem 2, 2023 (MELB) Page | 9 Nissan LEAF as a female-centric car without compromising the male customers. Elaborate your answer with examples. (7 marks). Populate answer here… QUESTION FIVE Post-purchases process is the last stage of the consumer decision making process. Explain the possible post purchase processes of a hypothetical consumer who belongs to the Gen Y generation in Melbourne, who recently bought a Nissan LEAF. (7 marks). Post-purchases process follows a purchase and covers post purchase evaluation, product use or non-use, and disposal. The Gen Y generation, born between 1981 to 1994, make up more than 20% of the Australian population. They possess qualities such as eagerness to ‘find a better way to do things’ and a strong dedication to their life goals and achieving those goals. They are known to be uncomfortable with formality and are always online and real-time available (AORTAs). In comparison to other generations, they tend not to sacrifice their personal life for their careers and are materialistic. The concept ‘cohort effect’ consists of the same characteristics shown by people of the same age who have faced similar experiences; hence these characteristics are prevalent within most of the Gen Y generation. Post-purchase dissonance, also known as buyer’s remorse, may occur where a consumer regrets or feels doubt after making a purchase. The probability and magnitude of post-purchase dissonance is a function of degree of commitment and/or whether the decision can be revoked, importance of the decision to the consumer, difficulty of choosing among the alternatives, and individuals’ tendency to experience anxiety. THE END.
