PROJECT

PORTFOLIO

STUDENT VERSION

BSBMKG435
ANALYSE CONSUMER
BEHAVIOUR
First published 2021

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Training Package.
 Contents

Section 1: Evaluate drivers of consumer behaviour 5

Section 2: Evaluating the reasons for existing levels of consumer interest 11
Section 3: Recommend a marketing focus 15

BSBMKG435 Analyse consumer behaviour | 5

Student name:

Assessor:

Date:

Business this assessment is

based on:

BSBMKG435 Analyse consumer behaviour | 6

 Section 1: Evaluate drivers of consumer behaviour
Identify the market
Complete this section using relevant business documentation (the marketing plan, market profile, etc.).
Your role
What is your role in your
business?
The business
Provide a brief description of
the business you are
investigating consumer
behaviour for.
Provide a description of the
product or service the
business offers.
Within the organization, I work as a Marketing Coordinator.
Implements marketing and advertising campaigns by assembling
and analyzing sales forecasts; preparing marketing and advertising
strategies, plans, and objectives; planning and organizing
promotional presentations; and updating calendars.
Great Barrier Reef. It is responsible for promoting The Tropical
North Queensland as a tourism destination of choice to domestic
travellers and travellers from around the world. Tropica
Queensland offers a scope of convenience choices and business
bundles to willing voyagers, worldwide and home grown. All of
Tropicas destinations are fit to catering for home grown business
explorers who are drawn in by the one-of-a-kind business and
meeting occasion openings inside the district. Tropica will be the
focussing their promoting endeavours on this section to draw in
these high worth home grown voyagers to their inns as a
component of their procedure to recuperate from the impacts of
the pandemic
Domestic travellers, including international travellers, are the
primary target (but mostly focused to the domestic travellers)
BSBMKG435 Analyse consumer behaviour | 7
The market
Describe the market for the
product/service and outline the
market segments.
Outline two different consumer
types that you will analyse
behaviour for.
This market category includes both business and entertainment.
Customers who qualify for this analysis include:
1. Customers from the United States who come to attend meetings,
events, or conferences
2. Customers from other countries, who are generally there to enjoy
the tour and spend their vacation.
BSBMKG435 Analyse consumer behaviour | 8
BSBMKG435 Analyse consumer behaviour | 9
Market profile
Complete this section using relevant business documentation (the marketing plan, market profile, etc.) and existing data.
The market size
The marketing objectives
Identify at least two
marketing objectives
according to the marketing
plan.
Consumer attributes
Identify at least five
consumer attributes using the
market profile and existing
customer data.
Consumer Type 1 (Specify the consumer type here):
There are several excursions related to corporate events, such
as training, conferences, and so on. This indicates that there is
a significant opportunity to grow the company.
 Customers' awareness of the product/service offered to
business travelers should be increased.
 Better accommodations may entice business travelers
to visit.
Want things to happen quickly?
Everything should be as simple as possible.
Accommodation is required for corporate gatherings or
business trips.
Only spend money when absolutely necessary.
Will want to be certain that everything is in order.
Consumer Type 2 (Specify the consumer type here):
Many Chinese tourists visit Australia, particularly Brisbane.
Almost half a million people visit Brisbane for a variety of
reasons.
 Create new products or services that will encourage
clients to spend more money each day.
 Encourage clients to spend more money when
shopping on-site.
Could be more laid-back
Usually, luxury and leisure are preferred.
For their vacation demands, they require a tour arrangement.
Generally, they are more inclined to spend money.
Daring and eager to explore new things
BSBMKG435 Analyse consumer behaviour | 11
 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):

List your information sources.

Complete this section after comparing the current product/service to the features stated in the marketing plan.

Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):

Product
List the features of current
product/service offering
Proximity to Great Barrier Reef and Daintree (Hero Experiences Proximity to Great Barrier Reef and Daintree (Hero
TTNQ) Experiences TTNQ)
Five-star rating Free internet access
Conference facilities Front desk staff speaks
In-house wine cellar and sommelier Mandarin Chinese power adaptors in each room
Executive suites Chinese TV channels and newspapers available
Domestic customers

Comparing product/service Survey Method Survey Method

features

Describe the method you

A survey method is a process, tool, or technique that you A survey method is a process, tool, or technique that you
used to compare product
can use to gather information in research by asking can use to gather information in research by asking
features stated in the
questions to a predefined group of people. Typically, it questions to a predefined group of people. Typically, it
marketing plan to the actual
facilitates the exchange of information between the research facilitates the exchange of information between the research
product offering.
participants and the person or organization carrying out the participants and the person or organization carrying out the
research research Method
Attach evidence of the
method you used to the end
of this Section.

BSBMKG435 Analyse consumer behaviour | 12


Implicit and explicit
procedures
Policies and procedures
List the implicit and explicit
policies and procedures you
worked according to.
Legislation and ethics
List the key legislation,
ethics, regulations you
worked according to when
undertaking consumer
research.
Complete this section after analysing your time-series data.
Consumer needs
Provide a brief description of
the tools and methods
involved in analysing the
data.
Consumer Type 1 (Specify the consumer type here):
The company's Privacy Policy serves as the primary
mechanism for handling information collected from clients.
Customers must be satisfied that their information will not be
utilized without their permission, thus this policy will be critical.
The Corporation Act of 2001 will be the primary standard. The
purpose of this act is to ensure that the company's research
adheres to the standard, and that the standards in place inside
the organization are likewise followed when doing the study.
The organization will be able to comprehend the current market
trend by analyzing time-series data. Understanding the trend
will assist the organization in making correct future planning,
making the marketing plan easier to implement.
Consumer Type 2 (Specify the consumer type here):
The company's Privacy Policy serves as the primary
mechanism for handling information collected from clients.
Customers must be satisfied that their information will not be
utilized without their permission, thus this policy will be critical.
The Corporation Act of 2001 will be the primary standard. The
purpose of this act is to ensure that the company's research
adheres to the standard, and that the standards in place
inside the organization are likewise followed when doing the
study.
The organization will be able to comprehend the current
market trend by analyzing time-series data. Understanding the
trend will assist the organization in making correct future
planning, making the marketing plan easier to implement.
BSBMKG435 Analyse consumer behaviour | 13
Attach your report and to the
end of this Section.

Attach: Link to business website About page or corporate brochure that summarises what the business does OR Simulation
☒
Pack if using case study
☒
Evidence of comparison of product features (a video recording, link to an online survey, screenshots of a poll).
☒
Report containing graphs depicting a trend

Corporate Brochure

BSBMKG435 Analyse consumer behaviour | 14

Report containing graphs depicting a trend

BSBMKG435 Analyse consumer behaviour | 15

Evidence of comparison of product features

BSBMKG435 Analyse consumer behaviour | 16

 NEED (Y/N)

Proximity to Great Barrier Reef and Daintree (Hero

Experiences TTNQ)

Five-star rating

Conference Facilities

In-house wine cellar and sommelier

Executive suites

BSBMKG435 Analyse consumer behaviour | 17

 Section 2: Evaluating the reasons for existing levels of consumer interest
Marketing communications
Provide a brief description of Sales Promotion
the marketing communications
that have been used to create
consumer interest.
Attach your evidence of
consumer responses or links
to your information sources at
the end of this Section.
Consumer journey
Describe the consumer’s
digital footprints, engagement
journeys and expectations
Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):
Sales Promotion
This strategy is used to market a product to clients in order to This strategy is also being employed with this client so that the
entice them to buy it. Sales promotions may include discounts, corporation may get more customers to buy their product and
cashback, and other incentives to entice customers to buy what have them recommend it to others. This strategy will allow the
we have to offer. company to earn twice as much money.
https://smallbusiness.chron.com/six-major-modes- https://smallbusiness.chron.com/six-major-modes-
communication-marketing-65083.html communication-marketing-65083.html
Booking history: how frequently do they make reservations for Booking history: how frequently do they make reservations for
business trips? business trips?
Research history: what they look for when they conduct Research history: what they look for when they conduct
research, particularly for lodging. research, particularly for lodging.
Budget: Determine how much money clients are willing to spend Budget: Determine how much money clients are willing to
to obtain what they desire. spend to obtain what they desire.
BSBMKG435 Analyse consumer behaviour | 18
 Organisational Capability Assessment Template
Consumer Type 1 (Specify the consumer type here):
The staff and their High-quality skill
knowledge, skills and
Continuous improvement in their skill and also in their
experience
understanding of customer’s needs
How staffs handle customer’s inquiries and complaints
Could solve the problems or issues in the correct way
Good management of their time
The business processes and Following the basic regulations and rules
practices
Using the act/legislation as the key reference point for all of
their tasks
Customer relations are managed and maintained.
Consumer Type 2 (Specify the consumer type here):
High-quality skill
Continuous improvement in their skill and also in their
understanding of customer’s needs
How staffs handle customer’s inquiries and complaints
Could solve the problems or issues in the correct way
Good management of their time
Following the basic regulations and rules
Using the act/legislation as the key reference point for all of
their tasks
Customer relations are managed and maintained.
BSBMKG435 Analyse consumer behaviour | 19
 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):

The facilities, equipment and
technology
The facilities must be usable without difficulty. The facilities must be usable without difficulty.
Up-to-date equipment and technology are required. Up-to-date equipment and technology are required.
The facilities and equipment should be kept in good working The facilities and equipment should be kept in good working
order. order.

Attach:
Evidence of consumer responses (screenshots, reports, link to information sources, etc.) ☒

BSBMKG435 Analyse consumer behaviour | 20

 Evidence of consumer responses
1

https://tourism.tropicalnorthqueensland.org.au/wp-content/uploads/2022/04/Dec-2021-NVS-Tourism-Fact-File.pdf

BSBMKG435 Analyse consumer behaviour | 21

 Section 3: Recommend a marketing focus

Complete this section after conducting research.

Research
Provide a description of the Customer behavior may influence marketing strategy because changes in customer needs may necessitate a change in the
influences on consumer company's promotional plan in order to effectively reach out to customers. The marketing plan must be in line with current
behaviour that can be used to trends, which are in turn influenced by how customers behave.
in marketing strategies so
that consumption of the
product or service being
marketed is increased.

Describe the role of the The customer also has a part to play in defining what type of model or approach may be employed to determine digital marketing
consumer in the digital so that it can be correctly prepared.
marketing environment

https://www.projectguru.in/marketing-strategies-influence-consumer-behaviour/
List your information sources

BSBMKG435 Analyse consumer behaviour | 23

 Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):

Recommendations
Direct selling could be used to market products to clients Could employ digital marketing to increase the effectiveness
directly. This strategy is also more convenient for reaching out of the campaign, and the reach is greater than a sales
Describe the marketing focus
to customers and informing them about the company's promotion.
you are recommending.
products.

Complete this section after your presentation.

Recommendations Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):

Present the plan

Who did you present your The plan must be given to the members of the project team. The plan must be given to the members of the project team.
recommendations to?

How did you model

They will be invited to the meeting, where the team will debate
engagement conversations
the plan's risk, how to implement the plan, and how to
and interventions?
guarantee that the plan is finished effectively.
They will be invited to the meeting, where the team will debate
the plan's risk, how to implement the plan, and how to
guarantee that the plan is finished effectively.

List any legal and ethical

During this procedure, the resources will also be selected. During this procedure, the resources will also be selected.
obligations involved.

The presentation is estimated to cost $500. The presentation is estimated to cost $500
Provide an estimation of the

BSBMKG435 Analyse consumer behaviour | 24

Recommendations Consumer Type 1 (Specify the consumer type here): Consumer Type 2 (Specify the consumer type here):

cost and confirm that budget

is available.

If not viewed in person by

your assessor, attach proof of
your presentation to this
section of your portfolio (e.g.,
video recording or slides).

Attach:
Evidence of presentation (slides, video recording, etc.) ☒

BSBMKG435 Analyse consumer behaviour | 25

Evidence of presentation

BSBMKG435 Analyse consumer behaviour | 26

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