PRINT EDITED FINAL MCD2110 MKTING1
MCD2110: Marketing 2
Buyer Behaviour
Assignment 1: Business Report
Product Category: International Airline
— Jetstar Airways & Singapore Airlines
Executive Summary
This report discusses the difference between Singapore Airlines and Jetstar. Firstly, a consumer profile is developed to show that Singapore Airlines target the upper social class with self-esteem needs while Jetstar targets economical consumers with social needs. Next, the study of motivation shows that SIA and Jetstar consumers are driven by various needs – safety, social and self-actualization needs. Thereafter, personality is understood through how safety, new destinations and quality in service can affect one’s decision making. Also, SIA placed their advertisements in socialite magazines and Jetstar grouped their advertisement of Jetstar with a sunny holiday. This shows that while SIA gives their consumers the perception of a world-class service, Jetstar focuses more on a holiday adventure. Their perception can also be distorted through the use of an elegant girl in an SIA advertisement or the use of halo-effect by Jetstar to attract people through cheap fares. Lastly, the use of classical and instrumental conditioning helps consumers to find out more about the airlines. Through repetition and the use of highly visual images, consumers will better remember the airlines and be encouraged to use them.
Contents
1. 0 Introduction 4
1.1 Purpose 4
1.2 Scope 4
1.3 Methodology 4
1.4 Assumption 4
1.5 Limitation 4
2.0 Market Segmentation 5
2.1 Segmentation Table 5
2.2 Description of Market Segment 5
3.0 Motivation 6
3.1 Maslow’s Hierarchy of Needs 6
3.2 Positive and negative motivation theory 7
3.3 Rational and emotional motivation: 7
4.0 Personality 8
4.1 The Big Five Model 8
4.2 Personality & Consumer Behaviour 8
4.3 Self Concept 9
5.0 Perception 9
5.1 Absolute Threshold 9
5.2 Differential Threshold 10
5.2 Perceptual Organisation 11
5.3 Distorting Influences 12
5.4 Perceived Risk 13
Buyer Behaviour
Assignment 1: Business Report
Product Category: International Airline
— Jetstar Airways & Singapore Airlines
Executive Summary
This report discusses the difference between Singapore Airlines and Jetstar. Firstly, a consumer profile is developed to show that Singapore Airlines target the upper social class with self-esteem needs while Jetstar targets economical consumers with social needs. Next, the study of motivation shows that SIA and Jetstar consumers are driven by various needs – safety, social and self-actualization needs. Thereafter, personality is understood through how safety, new destinations and quality in service can affect one’s decision making. Also, SIA placed their advertisements in socialite magazines and Jetstar grouped their advertisement of Jetstar with a sunny holiday. This shows that while SIA gives their consumers the perception of a world-class service, Jetstar focuses more on a holiday adventure. Their perception can also be distorted through the use of an elegant girl in an SIA advertisement or the use of halo-effect by Jetstar to attract people through cheap fares. Lastly, the use of classical and instrumental conditioning helps consumers to find out more about the airlines. Through repetition and the use of highly visual images, consumers will better remember the airlines and be encouraged to use them.
Contents
1. 0 Introduction 4
1.1 Purpose 4
1.2 Scope 4
1.3 Methodology 4
1.4 Assumption 4
1.5 Limitation 4
2.0 Market Segmentation 5
2.1 Segmentation Table 5
2.2 Description of Market Segment 5
3.0 Motivation 6
3.1 Maslow’s Hierarchy of Needs 6
3.2 Positive and negative motivation theory 7
3.3 Rational and emotional motivation: 7
4.0 Personality 8
4.1 The Big Five Model 8
4.2 Personality & Consumer Behaviour 8
4.3 Self Concept 9
5.0 Perception 9
5.1 Absolute Threshold 9
5.2 Differential Threshold 10
5.2 Perceptual Organisation 11
5.3 Distorting Influences 12
5.4 Perceived Risk 13