AMB200: Consumer Behaviour Report Assignment Help
Question
AMB200: This consumer behavior report assignment for the Queensland University of Technology requires the student to select one topic centered around consumer behavior and demonstrate their knowledge related to consumer behavior and business literature. Students will need to use one of the consumer behavior theories for the topic provided, explore the issue, and propose some marketing strategies that can be used to address the behavior.
Solution
Our experts have written a comprehensive consumer behavior report for the organization ‘Who gives a crap’. It is a profit-for-purpose-based organization that works for fundraising for sanitation-related projects and its purpose is to bring a change to the consumption patterns related to sanitation within developing countries.
Our experts have divided the solution into the following sections- Problem Opportunity, Literature Review, EKB Model, and Recommendations.
Problem Opportunity
The first section of the solution begins by defining the issue related to the consumer behavior selected for the report. Our experts have also highlighted one of the central issues related to the consumer decision process with the organization ‘Who gives a Crap’, and put forth the purpose of writing this report.
Brand awareness is one of the prerequisites of consumers’ purchase decisions. The familiarity of consumers concerning a particular product through its name is called Brand awareness (Tasci, 2020). Unfamiliarity with the brand name among consumers has been associated with a decrease in sales and revenues of a company. The problem that is being faced by the company ‘Who Gives a crap’ is, that people are not much aware of this brand and its purpose. Lack of brand awareness has been impacting the growth of the company as their consumers are not committing to their subscription services.
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Literature Review
As the problem highlighted above relates to the lack of brand awareness for the organization, our experts have researched extensively for relevant literature related to the same. This literature review is presented in three sub-sections by our experts, some parts of which you can read below:
Association between consumer decision making and brand awareness
Firstly, our experts have distinctly stated the impact of brand awareness on the decision-making related to consumers. Through this, our experts have depicted the reasoning behind why this issue needs to be addressed with consumer behavior in the first place.
The extent to which a brand, its purpose, and cause are recognizable, by its potential consumers is known as brand awareness. Sasmita and Suki (2015) have suggested that brand awareness is associated with consumer decision-making as consumers utilize it as a decision heuristic (a mental shortcut that facilitates problem-solving). Literature shows that if the consumer is well aware of the brand, it provides the consumer more opportunities for buying products of that particular brand. When an organization has a strong brand name, it is not just beneficial for the short-term but impacts the company positively in the long term as well (Shahid et al., 2015). Brand awareness also increases the familiarity with the products and when consumers are confronted with many choices, it allows them to choose the brand which is more familiar than the unfamiliar one.
Association of brand awareness and eco-friendly products
As the company produces eco-friendly toilet paper, it also becomes essential to highlight literature related to the association between brand awareness and eco-friendly products.
In the present world, the awareness about eco-friendly products (green products) transcends people thinking positively about the challenges which are faced by the environment and people as well. In consideration of this issue, various organizations have begun producing and marketing eco-friendly and organic products (Kaur and Bhatia 2018). The importance of brand awareness plays a crucial role for companies that manufacture eco-friendly products.
Factors that impact the consumer purchase intention
This next sub-section presents academic as well as business press literature on the aspects that eventually influence the customer’s buying decisions. Keep reading to know what our experts have written in this section.
Different factors influence the consumer purchase intention, such as the name of the brand (the name of the brand should be attractive which will encourage the consumer to buy it), advertisement (for example, a celebrity endorsing the brand), and promotions and sales (increases the awareness of the brand, promotional activities like a free sample, gifts or collaborating with another company) (Shahid at al., 2015).
Strategies for increasing brand awareness of a product or service
Lastly, our experts have also provided relevant evidence from the literature about how a particular brand’s awareness can be enhanced. This is also used later in proposing recommendations of marketing strategies which can be used by the organization in the following sections.
The key medium of communication that businesses and firms have recently begun to utilize as their marketing strategies is social media (digital marketing). Social media has been commonly referred to as an online application platform that facilitates discussions, collaborations, and sharing of content between users (Kim and Ko, 2012). The impact of social media is related to consumer behavior consisting of a wide range of activities which are informing, idea sharing, and attitudes for acquiring awareness and developing understanding (Tatar and Erdoğmuş, 2016). This results in interactive businesses in marketing communications and finding innovative applications to make products affordable through online marketing efforts. Such practices (based upon social media marketing activities) focus on actions that motivate the consumers in selecting products and brands, including actions that encourage consumers to choose products and brands which target marketing messages to other available consumers online. Some of the strategies that businesses and companies prefer to create their presence on social media are to create their brand profiles, the introduction of online customer service, provide complete information about the product on this page as well as the consistent provision offers (Breitsohl et al., 2015).
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In the next section of the report, one of the models of the consumer decision process- the EKB Model is applied to the issue of concern in the chosen organization. This depicts an in-depth understanding and research of our experts on the subject.
Engel Kollat Blackwell Model is a consumer behavior model that includes a cognitive process that helps predict consumer purchasing intent (Madhavan & Kaliyaperumal, 2015). The consumer decision process allows the consumer to evaluate before making a purchasing decision. This model has incorporated various components and consumer decision-making and also includes the relationships among these components. This model is considered the most appropriate model for understanding consumer behavior as it focuses on describing the mental activities that are followed by the consumers to decide to buy, rebuy or not buy a product (Ebrahim, 2016). This process includes five basic steps, problem recognition, information search, alternatives evaluation, purchase decision, and post-purchase evaluation (Qazzafi, 2019). The problem recognition is based upon two factors that need and opportunity recognition. Need recognition is based on a ‘want’, whether internally or externally. To fulfill this need, consumers gather information after recognizing the need. Step two includes the information search which is based on internal and external factors in addition to the experience of the products or brand.
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Recommendations
This section has proposed suggestions for some marketing strategies that can be used by the company to enhance its brand awareness. Our experts have proposed three recommendations based on the analysis of the case as well as the literature highlighted above.
Brand awareness is a required essential in the consumer decision process. Brand awareness affects consumer decision-making as it influences the selection of brands from the consideration sets. It is important to understand consumer behavior while developing the marketing mix (Bukhari et al., 2019).
Recommendation 1: Setting the value of the product
The price of green products (eco-friendly products) is commonly marked higher in comparison to other mass-produced products due to which when consumers search for cheaper products according to their needs, it doesn’t appear on the list. To increase the awareness among consumers about the higher price of the product, it becomes important to reflect and share the amount of effort that went into the production of the product. Therefore, it is important to communicate the value that the product brings to the consumer (Eggert et al., 2018). Through its value, the consumers can measure the benefit, and therefore, communicating effectively about the value of the product to stakeholders becomes a crucial part of a successful business for achieving its objectives. The first stage in the EKB model is based upon problem recognition, this is where the consumer recognizes the problem but is unable to find a solution. For instance, if a consumer recognizes that the environment is being polluted by the non-sustainable toilet paper that people use on an everyday basis, the next step will be to gather information available from different sources on the internet (Google search) based on the options of available suitable toilet paper rolls this is where the importance of the value of the product and the purpose of this company will encourage the consumer to purchase this product instead of any other brand of toilet paper roll.
Recommendation 2: Promotion through Digital Marketing
It has become feasible to use social media for the promotion of the brand. As it is cost-effective, impacts rapidly, and reduces the environmental impact. The availability of digital tools makes it simpler and quick to advertise the product online. Nowadays, people search for products online immediately when the need arises. The reason behind this search is that the reviews are easily available by other consumers which motivate new consumers to buy the same product. The utilization of platforms like Twitter will be helpful for such promotional activities. As it has been suggested through research that 192 million Twitter users quickly engage with the advertising companies (Liu, 2019).
Recommendation 3: Promote the product through advertisement by the endorsement of a celebrity
Lili et al. (2022) suggested that celebrity influence and trustworthiness have a significant impact on the consumer beliefs as well as their attitude towards the green products also change. And this changed attitude substantially increases their willingness to buy those endorsed products. Therefore, the advertisements should be appealing, trustworthy, and should have cause-fit celebrities which will increase the sales of the subscription that has been aimed by the company. An example that shows that celebrity endorsement highly impacts the growth of a company, such, that Emma Watson is known for her promotional activities, she is a known advocate for environmental change through her work. She is the co-founder of ‘feed good style’ which is a sustainable fashion brand that contributes to the cause of organic and fair fashion. According to the EKB model, the concept of neuromarketing has been introduced which uses functional magnetic resonance imaging which tracks the blood flow as we perform tasks. Research has shown that illustrated how brand loyalty affects our reactions, and how celebrities trigger the same brain circuits as images of shoes, cars, sunglasses, and wristwatches. Existing research also supported that presence of likable celebrities boots the brand recall for high involvement consumer brands.
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