This unit applies to individuals working in a marketing team who need to analyse consumer behaviour to examine the factors that impact on decisions to purchase products or services. Having thoroughly analysed consumer attitudes and behaviour, recommendations can be made on marketing strategies to increase consumption of the product or service being marketed.

This unit analyses consumer behaviour in greater detail than BSBMKG401B Profile the market, which covers more generic profiling, targeting, and positioning strategy development and planning.

This unit is relevant to individuals working within a variety of marketing communications occupational roles including advertising, public relations, direct marketing, promotional marketing or personal selling roles.

ELEMENT

PERFORMANCE CRITERIA

1. Confirm product or service market

1.1. Gather information on the market or market segment for a product or service in accordance with the marketing plan

1.2. Identify consumer attributes for the market or market segment from the market profile or existing customer data

1.3. Identify and test features of the product or service in accordance with the marketing plan

2. Assess the reasons for existing levels of consumer interest

2.1. Investigate consumer need for the product or service through analysis of trends and past performance

2.2. Review past marketing or positioning of a product or service in relation to the effectiveness of its focus of appeal

2.3. Assess, test and estimate the impact of individual, social and lifestyle influences on consumer behaviour for a product or service

2.4. Analyse consumer responses to previous marketing communications

2.5. Assess organisational behaviour capability to respond quickly to consumer demand for products or services in accordance with the marketing plan

3. Recommend a focus of appeal for marketing strategies for a product or service

3.1. Ensure marketing strategies address innate and acquired needs of consumers and appeal to the motives that influence decision making

3.2. Present a rationale for the focus of appeal that outlines how influences on consumer behaviour will be used to target effective marketing strategies

3.3. Ensure the focus of appeal meets legal and ethical obligations and the budgetary requirements of the marketing plan

Required skills

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

literacy skills to prepare reports with complex marketing concepts

research skills to investigate overall market trends, past product/service performance and consumer behaviour characteristics.

Required knowledge

key provisions of relevant legislation from all forms of government, codes of practice and national standards that may affect aspects of business operations such as:

anti-discrimination legislation and the principles of equal opportunity, equity, and diversity

ethical principles

Australian Direct Marketing Association (ADMA) Direct Marketing Code of Practice

Free TV Australia Commercial Television Industry Code of Practice

privacy laws

industry and product or service knowledge

marketing communication concepts and processes

organisational structure, procedures and marketing objectives.

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

documenting and presenting an analysis of consumer behaviour including recommendations on what marketing strategies should be developed to influence consumers to be more inclined to purchase a product or service

knowledge of relevant legislation.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources

access to past marketing performance review documents.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

analysis of responses to case studies and scenarios

assessment of written reports containing analysis of consumer behaviour and recommendations

demonstration of techniques to analyse consumer behaviour

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations of analysis conducted and resulting recommendations

oral or written questioning to assess knowledge and understanding

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBMKG401B Profile the market

other marketing units.

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

Information on the market or market segment may include:

customer segments such as:

active customers

inactive customers

former customers

demographics

existing product usage

lifestyle

non-customer segments such as:

core prospects

non-core prospects

social and cultural factors

values or attitude factors

Marketing may include:

business-to-consumer marketing

business-to-business marketing

direct marketing

ideas marketing

marketing of goods

public sector marketing

services marketing

telemarketing

Individual influences may include:

attitudes

beliefs

learning

past experience

perception

personality

self-image

Social influences may include:

culture

family background

family decision-maker/s

social class

socioeconomic factors

Lifestyle influences may include:

aspirations

interests

leisure activities

Consumer responses may include:

average order value

preferred frequency of contact

preferred medium of contact

preferred medium of response

preferred order size

preferred price point for typical purchase

preferred range of options within a single offer

Organisational behaviour may include:

contract buying

group decision making

modified re-purchase

new purchases

re-purchase

Legal and ethical obligations may include:

codes of practice

cultural expectations and influences

ethical principles

relevant legislation

policies and guidelines

regulations

social responsibilities such as:

protection of children

environmental issues

societal expectations

Unit sector

Business Development - Marketing

This unit contains employability skills.