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MKT510 Customer Behaviour

6 Pages / 1,311 Words Published On: 22-04-2021
Question:

The overall task in  is based around two aspects. First, that each student can develop a theoretical understanding of the underlying principles of Customer Behaviour (CB). Second, that each student will be able to apply these principles by developing a comprehensive CB Research Report for a major marketing related issue faced by an organisation.In Task 1 the focus is to conduct a brief CB situation analysis. In this task you will develop the first step along the road to the presentation of your CB research report for your selected case study organisation.

You are to assume that you the market research manager for your organisation and you have been asked by the Chief Marketing Officer (CMO) to evaluate customer behaviour using consumer behaviour theories and research to provide an innovative sustainable marketing solution, which will benefit both consumer and provider. More detail will be provided on the Interact 2 website.Your ultimate task throughout this subject by Assessment 4 is to develop a comprehensive research report which explains the consumer decision-making and brand switching process for only one of the following cases:

  1. Bank-Select one of the following banks CBA, NAB, Westpac, ING, Suncorp, Citicorp – to research and subsequently develop a model of consumer decision-making and bank switching (i.e. from competitors) for a credit card or a savings account or a housing loan which could be used by the bank to develop an innovative sustainable marketing solution;
  2. Mobile- Select one of the following mobile phone service organisations Telstra, Optus, Vodafone/TPG- to research and subsequently develop a model of customer phone switching (i.e. from competitors) which could be used by the organisation to develop an innovative sustainable marketing solution;
  3. Political- Select one of the following political parties Labor, Liberal, Greens- to research and subsequently develop a model of voter decision-making and brand switching (i.e. from other parties) which could be used by the party to develop an innovative sustainable campaign theme(s);
  4. Own Organisation- Alternatively, you can choose an organisation you work for to select one revenue generating product or service provided - to research and subsequently develop a model of customer switching which could be used by your organisation to develop an innovative sustainable marketing solution.

Your objective is to consider situational issues that are likely to directly or indirectly influence the consumer decision-making and brand switching behaviour including:

  1. Nature of Industry, market and buyer decision-making behaviour
  2. The Organisation – company, product and other organisational aspects
  3. The target market/ audience characteristics
  4. Note: your analysis must include market/industry and/or survey data to support your analysis.
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Total 6 pages

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My Assignment Help. (2021). MKT510 Customer Behaviour. Retrieved from https://myassignmenthelp.com/free-samples/mkt510-customer-behaviour/physical-behavior.html.

My Assignment Help (2021) MKT510 Customer Behaviour [Online]. Available from: https://myassignmenthelp.com/free-samples/mkt510-customer-behaviour/physical-behavior.html
[Accessed 06 June 2023].

My Assignment Help. 'MKT510 Customer Behaviour' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/mkt510-customer-behaviour/physical-behavior.html> accessed 06 June 2023.

My Assignment Help. MKT510 Customer Behaviour [Internet]. My Assignment Help. 2021 [cited 06 June 2023]. Available from: https://myassignmenthelp.com/free-samples/mkt510-customer-behaviour/physical-behavior.html.


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