Assignment Cover Sheet

Qualification Module Number and Title

Higher Diploma in Digital Marketing DM42215- Consumer Behaviour in Digital

Environment
Student Name & Student ID No. Assessor
_insert_ Senuri Wasalathanthri
Hand out date Submission Date

12th June 2022 10th July 2022

Assessment type Duration/Length of Weighting of Assessment
Assessment Type
Coursework (CW)- 3000 words 100%
individual report

Learner Declaration

I,.................................................<name of the student and registration number>, certify that the

work submitted for this assignment is my own and research sources are fully acknowledged.
Marks Awarded
First assessor
IV marks
Agreed grade
Signature of the assessor Date

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 Feedback Form
International College of Business & Technology

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Total Marks

2
 DM42215- Consumer Behaviour in Digital
Environment (CW- individual report)

Weighting of assessment: 100% of total marks

Individual report word limit: 3000 words

Learning outcomes covered

 Learn basic concepts and process of consumer behaviour
 Examine the theoretical models relating to digital consumer behaviour
 Evaluate the digital consumer environment and its complexities

Assignment brief

Assume that you have been hired as an independent digital marketing consultant for an organization of your choice
which is a start-up affected by the current economic crisis. The marketing team of the company has identified
the importance of optimizing company digital marketing strategy in connecting with their customers during
the pandemic. The company digital marketing team is seeking your help to understand behavior of their digital
consumer.
You are required to carry out the following tasks and submit an insightful analysis report.

Tasks
Task 1 - 15 marks
Provide a background to the company you selected, including;
 Name of the company

 Nature of the company (type of the company, range of products and/or services, customer base,
size of the company and competitors)

 The current digital customer base of the company

 Evaluate the digital environment the company operates

Task 2 - 20 marks

 Discuss Maslow’s Hierarchy of Needs to identify the current need(s) met by the organization

 Assess the current context and suggest how the organization could expand their services to meet a different
need or requirement.

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Task 3 - 20 marks

 Map out and recommend a Consumer Journey Plan for the company

 Evaluate and justify touch point of the journey

Task 4- 25 marks

 Evaluate the Consumer Decision Making Process in the digital environment

 Discuss how the company can motivate consumers to achieve company objective(s)

Task 5- 20 marks
 Based on the above evaluation of the current status of the company recommend a well strategized way
forward

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Executive summary

In this report, I have mention background of the selected company and one of the failure
product and bad reputation of this product of this item. In the second question i have proposed
the Changing Toward attitude of selected product which can take after to change the state of
mind towards the brand value in different purchasers to the brand. In the last some part of this
report. I have explained Nokia’s Communications Strategies briefly explained Brand
Communication Strategy of my selected product.

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Task 1

Nokia is a multinational communications corporation, centered on turning in products and services

within the stressed out, wi-fi telecommunications, and information generation industries.
Headquartered in Keilaniemi, Espoo, Finland, which is founded in 1865.In 1967 the Nokia Company
became based by merging the businesses. The new organization became concerned in lots of
industries, generating at one time or some other paper products, automobile and bicycle tires,
communications cables, televisions and other consumer products. Around 1978 they started to
develop digital phone network. The first mobile network changed into made in Scandinavia in 1981;
this changed into initially for the automobile telephones. In 1994 Nokia introduce the 2100 series, In
1998 Nokia have become the sector leader inside the mobile telephones market in the world wide.
Nokia launches the first mobile phone with a constructed in digital camera in 2001, called the Nokia
7650. after the 1 year Nokia launches the first 3G phones, Nokia 6650. With 3G generation phones
can now be used to browse the internet, download song, watch TV and extra.

Nokia commenced to lose its marketplace share proportion in 2004 to its opponents. The main
purpose behind marketing a product is to satisfy demands and wants of the Consumers. Study of
consumer behavior helps to achieve this purpose. As consumers are the most important person for
marketer or sales person, therefore it is important for them to consider the likes and dislikes the
consumers so that they can provide them with the goods and services accordingly (Solomon, 2009).
The more careful analysis helps in more exact prediction about the behavior of consumers of any
product or services. The study of consumer behaviors helps business manager, sales person and
marketers in the following way.

 To design the best possible product or service that fully satisfies consumer’s needs

 and demands.

 To decide where the service or product would be made available for easy access of
consumers.

 To decide the price at which the consumers would be ready to buy that product or service.

 To find out the best method of promotion that will prove to be effective to attract customers
to buy a product.

 To understand why, when, how, what and other factors that influence buying decision of the
consumers.
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  Importance of Consumer Behavior to Marketers

It is important for marketers to study consumer behavior. It is important for them to know
consumers as individual or groups opt for, purchase, consumer or dispose products and services and
how they share their experience to satisfy their wants or needs (Solomon, 2009). This helps
marketers to investigate and understand the way in which consumers behave so that they can
position their products to specific group of people or targeted individuals.

In regard to the marketer’s view point, they assume that the basic purpose of marketing is to sell
goods and services to more people so that more profit could be made. This principle of making
profits is heavily applied by almost all marketers. Earlier, the marketers were successful in
accomplishing their purpose. However, today, as the consumers are more aware about the use of
product and other information of the product, it is not easy to sell or attract customer to buy the
product (Kumar, 2004). Thus, in order to sell a product or service or to convince consumers to buy
product, the marketers have to undergo through proper research to win them over.

The following are some of the points discussed that explains the value to marketers of understanding
and applying consumer behavior concepts and theories.

 To understand Buying behavior of consumers

 To create and retain customers though online stores

 To Understand the factors influencing Consumer’s buying behavior

 To understand the consumer’s decision to dispose a product or services

 To increase the knowledge of sales person influence consumer to buy product

 To help marketers to sale of product and create focused marketing strategies

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Task 2
Customer journey mapping has become an extremely useful tool for different brands to understand
customer experience. A customer journey map is a visual representation of all the experiences a customer
has with brand. It helps curate the story of a customer's experience at different individual levels starting
from his first engagement with the brand to the development of the possible long-term relationship. It
always identifies the key interactions that the customer has with the company. It focuses on the customer’s
feelings, motivations and questions at each touchpoint.

When channels were limited, touchpoints were also few in number. Hence, once of the most popular
models was AIDA. AIDA is an acronym that stands for Attention, Interest, Desire and Action. The AIDA model
is widely used in marketing and advertising to describe the steps or stages that occur from the time when a
consumer first becomes aware of a product or brand through to when the consumer trials a product or
makes a purchase decision. Given that many consumers become aware of brands via advertising or
marketing communications, the AIDA model helps to explain how an advertisement or marketing
communications message engages and involves consumers in brand choice. In essence, the AIDA model
proposes that advertising messages need to accomplish a number of tasks in order to move the consumer
through a series of sequential steps from brand awareness through to action (purchase and consumption).

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For eg. I see a huge billboard of a Loreal shampoo advertisement where Aishwarya Rai talks
about tackling 5 types of hair problems with one shampoo. I also see a TVC about the same
shampoo and find it interesting as I am dealing with the same hair problems. I go to a kirana
store and ask for this shampoo. The store owner advocates his views about the shampoo and
claims that customers are repurchasing it because of its great quality. I purchase the shampoo as
it lies within my budget and also meets my requirements. This is the traditional AIDA journey that
a consumer undertook while associating with a brand.

Today, AIDA is slowly becoming irrelevant because the AIDA model is too general and too less
digitally influenced. It does not start with an attention (= delivering a message to a potential
customer) as well as it does not end with the simple action (=buying your product).
Modern Consumer decision making journey
The consumer has evolved from the traditional AIDA model to a more complex model. As digital
technologies are handing the baton in the hands of the consumers, retailers and service providers
are resorting to big data and analytics to understand the customer and gain some control over the
consumer journey.

We’re now witnessing a significant change in strategy, from a reactive approach to an aggressive
proactive.

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Across retail, banking, travel, home services, and other industries, companies are redesigning and
optimizing journeys to attract shoppers and develop a long term relationship with them.
Companies are moving towards creating customized experiences so finely suited for the
consumers that once the consumers start the journey, they are irresistibly engaged. Unlike the
coercive methods companies used a decade ago capture customers (like cellular service
contracts), cutting-edge customized journeys are successful because they are creating new value
for customers.
Developing personas and customer journey mapping helps in identifying MOTs. Personas are
excellent tools for understanding the goals, motivations and barriers of your prospective
customers. They are an important tool for capturing the emotional needs of your customers, their
behaviours and other psychological aspects. As mentioned before, customer journey mapping is
the process of documenting how the consumer journey is now and realizing how you want it to
look in the future.
From someone researching available solutions to a need to a customer purchasing a new product,
there are multiple touchpoints - some of which the company will have control over (for eg, the
content and the navigation on your website) and some which the company will have no control
over (such as review sites, blogs and competitor promotions). Hence, having a robust map of the
complete customer journey helps identify the MOTs and the different customer drivers at this
point.

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The consumer decision journey initiates with the consumer's initial consideration of products and
services based upon their exposure to ads, in-store merchandising, a social encounter etc.
Generally, this stage has the greatest number of brands to consider. With the increase the
information empowered consumer who is exposed to media and presented with many choices
will many a times try to reduce the number of products they consider at this stage itself.

EVALUTION - ZERO MOMENT OF TRUTH: At the evaluation stage, consumers reach out to
websites, marketplaces and other online sources for different product specifications, reviews and
ratings. The information collected at this stage has a much higher chance of impacting consumer
decisions than the “forced” efforts of companies to woo them

EVALUTION – FIRST MOMENT OF TRUTH: The next part of the evaluation stage is the “First
Moment of Truth” (FMOT); where the consumer has short listed some of the products and is
doing final evaluations

BUY: This is the stage where the actual buying decision is taken. Traditional components of the
pricing, packaging, placement, availability and sales assistance continue to play an important role.
In today’s scenario the “Path to Purchase” plays a vital role. The better the omnichannel strategy,
the better the consumer experience

EXPERIENCE – SECOND MOMENT OF TRUTH: After the consumer purchases the product the
consumer starts building a deeper brand connect. The consumer starts to interact with the
brand.. This is the “Second Moment of Truth” (SMOT) and represents the consumer’s experience
with the product in his/her home turf.
ADVOCATE – THIRD MOMENT OF TRUTH: The advocate stage is the “Third Moment of Truth”
(TMOT) and starts when a consumer starts sharing their experience and promoting the brand Via
testimonials, reviews and ratings.

MAPPING PERSONAL JOURNEYS

When I purchased my first mobile phone in the year 2010 it was very different the experience
journey I went through while purchasing a mobile phone in the year 2018. In 2010, I first listed
down the basic requirements I desired my phone to have. I needed a call facility, messaging
service, a camera, a music player and a decent battery backup. My initial interactions with brands
were based on TVCs, print ads, billboards and in store experiences. Word of mouth also played a
role.

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Word of mouth mainly included recommendations by acquaintances and suggestions by store
owners. After gathering information from these channels, I zeroed down on two variants of Nokia
and two of Samsung. Personally desired the sliding body phones and hence I purchased a
Samsung model. Although, it worked fine for 6 months, I started facing problems soon and the
screen display started malfunctioning. Although the screen display was covered by a one-year
warranty clause Samsung refused to repair it for free

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Task 3

Task 4

Task 5

Conclusion

In this report actually have selected Nokia Company and I have explained approximately the benefits of
Nokia and additionally I have defined about the disadvantages of Nokia that make the bad reputation
to the product. In the second one question I have define the strategies which could observe to alternate
the mind-set towards the brand value and attract other purchasers. In the last a part of this document I
have give an explanation for classical conditioning principle for developing the Nokia’s communication
strategies to improve the emblem cost.

Reference

The Guardian. 2021. Nokia: the rise and fall of a mobile phone giant | Technology | The Guardian.
[ONLINE] Available at:htt ps :/ /www. the gua rdia n.com/tec hnology/ 2013/sep/ 03/ noki a-r ise -
fall -m obil e-phone-giant. [Accessed 17 May 2021].

R ohan P areek. 2011. Why-did-Nokia-fail. [ONLINE] Available at:

htt ps :/ /www.quo ra.com/ Why-did-N oki a-fail. [Accessed 17 May 2021].

Scott Jenson. 2011. Why did Symbian fail. [ONLINE] Available at: https :/ /www.quo ra.com/ Why-
did-Symbian-fail#. [Accessed 17 May 2021].

CIOL. 2021. Three reasons why Nokia failed - CIOL . [ONLINE] Available at:http:/ / www.ciol.com/three -
reasons -nokia- failed/. [Accessed 17 May 2021].

Nokia Lumia 510 - User opinions and reviews - page 2. 2021. Nokia Lumia 510 -User opinions and
reviews - page 2. [ONLINE] Available at:http:/ / www.gs m arena.com/ nokia_lumia_510-reviews -
5069p2.php. [Accessed 17 May 2021].

Merriam-Webster. 2021. Classical Conditioning | Definition of Classical Conditioning by Merriam-

Webster. [ONLINE] Available at: htt ps :/ /www. m err ia m -we bs t er.com/dicti onary/c lass i ca l %20c
onditi oning. [Accessed 17 May 2021].

Fifthring. 2021. How to Increase Brand value five step guide | Fifth Ring . [ONLINE] Available at: https :/
/www. fi fthri ng.com/blog-i ns i ght/the-five-s teps -to-increasi ng-bra nd-va lue /.[Accessed 17 May
2021].

A Study on Consumer Buying Behaviour towards Nokia Mobile in Erode District | IOSR Journals (www. i os rj
ourna l s.o rg) - Academia.edu. 2021. A Study on Consumer
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Buying Behaviour towards Nokia Mobile in Erode District | IOSR Journals (www. i os rj ournal s.o rg) -
Academia.edu. [ONLINE] Available at: http:/ / www.acade mia.edu/ 12119589 / A_Study_ on_C onsum
er_Buyi ng_Behavi our_towards_Nok ia_Mobile_i n_Er ode _D is trict. [Accessed 17 May 2021].

Mobile Devices over the Years: How Far We've Come - Market Realist. 2021. Mobile Devices over the
Years: How Far We've Come - Market Realist. [ONLINE] Availableat: http: //marke t realist.com/ 2016/
05/ l ook-m obil e-devices-m arke t -e volved-years /. [Accessed 17 May 2021].

Tech2. 2021. The Nokia brand still has value, but it's not enough to rebuild the company – Tech2.
[ONLINE] Available at:http:/ / t ec h.fi rst pos t.com/news -ana lys is/the- nokia- brand-s till -has-va lue-
but -its -not -enough- to-re build-the-company-3 56807.html. [Accessed 17 May 2021].

Note;
 You are required to apply your learnings to every task in this assignment. Therefore, it is
recommended to select a company that you are familiar with and have sufficient information and
data to complete the tasks of the assignment.
 All tasks should be applied to the company you selected.
 The completed assignment should be in the form of a formal report
 Follow university guidelines for academic writing and referencing. Use a minimum of 15
academically valid references to validate your answer.
 A good level of detail and depth to discussion accompanied with grammatically correct writing and
correct referencing required for higher marks.
 Use screenshot to demonstrate your knowledge on tools where necessary.

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Marking Scheme

Criteria # Very Good answer Good Answer Average answer Poor answer Very poor answer

1. 15-13 12-10 9-7 6-4 3-0

An answer which An answer that discussed in An answer that discussed in An answer that briefly An answer that very poorly
demonstrates the detail about company and detail about company and the discuss about company and discuss about company and
background of the the digital environment of digital environment of the the digital environment of the digital environment of
company with a critical the company operates in company operates with few the company operates the company operates
evaluation of the digital satisfactory level. significant errors.
environment of the
company operates
2. 20 -17 16-13 12-9 8-5 4-1
An answer which very well An answer which map out An answer which map out An answer which map out An answer which map out
map out Maslow’s Maslow’s Hierarchy of Maslow’s Hierarchy of Needs, Maslow’s Hierarchy of Maslow’s Hierarchy of
Hierarchy of Needs and Needs, which category the which category the company Needs, which category the Needs, which category the
which category the company fits into and a fits into and an analysis with company fits into and an company fits into and an
company fits into. Also a justifiable analysis with recommendations on how analysis with analysis with
very good analysis with recommendations on how the organization could recommendations on how recommendations on how
recommendations on how the organization could expand their services in a the organization could the organization could
the organization could expand their services in a practical manner to meet expand their services in a expand their services in a
expand their services in a practical manner to meet more needs of consumers at practical manner to meet practical manner to meet
practical manner to meet more needs of consumers. an average level. more needs of consumers more needs of consumers
more needs of consumers. at a weak level. at a very weak level.
3. 20 -17 16-13 12-9 8-5 4-1
An answer which very well An answer which map out a An answer which map out a An answer which map out a An answer which map out a
map out a digital consumer digital consumer journey digital consumer journey and digital consumer journey digital consumer journey
journey and very well and evaluates the touch evaluates the touch points of and evaluates the touch and evaluates the touch
evaluates the touch points points of the customer the customer journey at points of the customer points of the customer
of the customer journey journey with some average level journey at weak level journey at very weak level
with justifications
valid justifications

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4. 25-21 20-16 15-11 10-6 5-0
An answer that defines a An answer that defines a An answer that defines a plan An answer that weakly An answer that poorly
clear plan to increase plan at a satisfactory level to briefly to increase defines a plan to meet defines consumer decision
conversions and meet increase conversions and conversions and meet company objectives and making process
company objectives by meet company objectives by company objectives by briefly portray
clearly understanding and evaluating consumer understanding consumer understanding on
evaluating consumer decision making process decision making process consumer decision making
decision making process process
5. 20-17 16-13 12-9 8-5 4-0
An answer that evaluates An answer that discuss the An answer that shows an An answer that briefly Very poor
the current status of the current status of the understanding about the discuss about the company recommendation, briefly
company and recommend company and recommend a company and recommend a and recommend a weak shows the understanding
a well strategized way way forward, based on the way forward, based on the strategy by understanding about the consumer
forward, based on the analysis of the company’s analysis of the company’s the consumer behavior behavior
analysis of the company’s consumer behavior. consumer behavior at
consumer average level
behavior.

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 REPORT STRUCTURE
 Paper Size : A4
 Printing Margins : LHS; RHS: 1 Inch
 Binding Margin : ½ Inch
 Header and Footer : 1 Inch
 Basic Font Size 12
 Line and paragraph spacing: 1.5
 Font Style : Arial/ Times New Roman
 Text distribution : Justify
 Referencing style : Harvard

Submission Information to students

 Submit softcopy of assignment only.

 The soft copy should be saved directly to ICBT sis as one file. Documents saved in different files
and/or in subfolders will be rejected.

 Soft copy should be named as HDDM_ (subject number)_followed by the student ID number

E.g. HDDM_ DM52215_8******

 Do not forget to sign the plagiarism statement on the cover sheet of your assignment

 Students are expected to keep a backup of all the assignments. ICBT have all the right to re call for
softcopy of any assignment at any time during the course.

 Please note that plagiarism is treated as a serious offence and therefore the work you produce
must be individual and original although may work in groups in some instances (Please refer to
Student Handbook on Plagiarism & Cheating).

 All sources of information must be referenced using “Harvard referencing” where a reference
listing should be included at the end of the assignment.