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Consumer Behavior Project Proposal

Consumer Behavior
Behavior Change Campaign

Project Proposal

Submitted to: Fatima Z. Nasir Dated: 27th September 2012

Group Members Farwah Iqbal, Durdana Irshad, Hira Khawar, Bilal Khan, Hammad Anwer, Faizan Ahmed Khan, Sundas Imran, Muhammad Ali Asad

MBA 2K11 (A)

Consumer Behavior Project Proposal

Table of Contents
Introduction ................................................................................................................................................ 3 Behavior Change Communication Campaigns ........................................................................................ 3 What is BCC? ........................................................................................................................................... 3 Importance of BCC Campaigns ............................................................................................................... 4 Scope of the Project .................................................................................................................................. 4 Campaign Scope...................................................................................................................................... 6 Examples of Effective BCC Campaigns .................................................................................................... 6 Methodology .......................................................................................................................................... 8 Project Deliverables ................................................................................................................................ 8

Consumer Behavior Project Proposal

Introduction
Behavior Change Communication Campaigns

What is BCC?
History and research both prove that consumers today are not perfectly rational, sensible buyers. They do not always choose goods and services and ideas solely on price, performance and availability and profitability. Many purchases are influenced by a whole host of emotional reasons like esteem and image and also by the images and positioning cultivated in their brains about a particular product by the marketers. Emotion once a largely ignored field of cognitive psychology has become accepted as a major spring of consumer behavior. David Penn Marketers cannot capture human nature in its entirety but they study the range of factors influencing the complex human behavior .We as consumers at times act as puppets guided as much by what others around us say and do, and by the rules of the game as we are by personal choice. A consumer may be a buyer of a product, service or may be just a simple idea. It completely depends upon what is being offered to them. They buy what seems valuable to them. To bring about change in buying behaviors of a collectivist society as ours requires a complete change of mindset. It is rightly said that change is an ongoing campaign! Implementing this change at different levels within individuals, societal systems or in a community at large can bring hundreds and thousands of ideas turning into a revolution. The consumer is a mere prey and the change dictated by the marketers can affluence how a society behaves and responds to the provocation of the media.

Consumer Behavior Project Proposal

Importance of BCC Campaigns

Behavioral change communication campaigns serve as helpful sources to effectively communicate the need of change to the consumers and society at large. These campaigns if successful can result into massive behavior modifications of people and generation of outburst responses from them. Such Campaigns reach to the grass root levels of the society to filter much of what we learn from the world and inculcate our own beliefs in them through the promotions of our ideas. They run in a step by step process. Firstly A need of change is dictated to the people, and people start building confidence and passion to what the dictator is talking about. After a certain penetration these campaigns become personal and the people involved start relating to them and the change becomes unstoppable.

Scope of the Project


BCC campaigns help you to strategize for bringing about the change that u wish to see in people. The scope of the project could range from the private to the civic sectors of the society depending upon the issue that we highlight and change we decide to implement in the consumers. Basic aim of communication strategies of such campaigns is to provide a roadmap for moving people from one stage to the next by influencing their mindset gradually and thus at the end affecting their buying behavior. The project aims to present a concrete analysis to recognize and identify the causes and barriers to behavior change and the process of overcoming the barriers. It is about integrating new practices into long standing social, cultural and communication systems.

Consumer Behavior Project Proposal

Project Framework

Beliefs Prior Learning

Percepti on

Culture Motivation

Behavior Change Campaign

Consumer Behavior

Buying Behavior

Precontemplation Contemplation Preparation Action Maintenance

Prior learning targeted Beliefs and perception targeted Setting the stage/conduciv e ground Manifest change Reinforcement

Consumer Behavior Project Proposal

Campaign Scope

Product Botox

Service Health awareness

Idea Buying preference for Pakistani products over foreign products Voting Behavior Revival of Urdu Language Environmental awareness

Lassi (laban) Dental Floss Baby Wipes

E-shopping Changing Taste pallets (Eateries) Positive attitude towards mental health problems (Psychologists) Euthanasia

Wall papers Oil-based perfumes (Itar)

Attitude towards the color black Political campaign for PPPP with a focus on image building of Zardari

Examples of Effective BCC Campaigns


Smoking Campaigns: Smoking cigarettes has been explicitly known to have hazardous effects on peoples health yet the widespread trend of its consumption speaks out loud about the behavioral change campaigns historically used by the manufacturing concerns. In America, after WWII the highly valued idea of freedom was used to initiate a trend of smoking amongst women which was previously highly unacceptable in the American society. A rally was initiated in which women came out on the streets to light up their cigarettes which were symbolic for freedom torches

Consumer Behavior Project Proposal

Reliance Idea campaign: Reliance India company has recently launched a series of advertisements starring Abhishek Bachan (role model for the youth). The ads aim at changing behaviors towards prevailing social issues such as; Voting Corruption Societal etiquette

Consumer Behavior Project Proposal

Methodology
Both primary and secondary sources of data will be used for conducting research on this project. Secondary sources: An extensive literature review will be conducted through secondary research which would entail consulting journals, published research papers and books. A basic understanding of historically run BCC campaigns will be developed and the mechanism and the resulting impact of these campaigns will be studied. Primary Sources: Surveys will be conducted through the distribution of questionnaires amongst a sample of consumers both before and after the campaign. The initial survey would suggest the course of action of the campaign based upon the responses of the sample. Whereas the post campaign survey would be valuable in measuring the effectiveness of the said campaign.

Project Deliverables

Action Items Selection of a product/ service or Idea for the initiation of BCC

Literature Review

Campaign Development

Final Report Presentations

Deliverables New or existing product/ service /idea search Selection of idea Approval Review of research articles Review of journals Review of articles Print Media Television Campaign Social Media campaign ---------------

Deadline 4th Oct 2012

18th Oct 2012

1st Nov 2012

---As Directed-------As Directed----

Consumer Behavior Project Proposal

Limitations
Following are the limitations that we are going to face during the course of this project: As we are required to finish this project within the semester, we will be facing time constraints. Availability/accessibility of required data is another constraint that we are going to face during this project, particularly primary data regarding Indian Consumer Due to our geographic constraints, our primary research is going to be based on survey conducted in Islamabad/Rawalpindi and online survey, which is a limited sample size. Budget constraint is another limitation that we are going to face. We will have to Manage everything within limited budget size.

Consumer Behavior Project Proposal

Bibliography
http://brainz.org/10-most-evil-propaganda-techniques-used-nazis/ http://www2.arnes.si/~mgajic1/gradivo/Jowett%205e%20I%20Proof%20%5BLow%20Res%5D.pdf http://www.ushmm.org/wlc/en/article.php?ModuleId=10005274 http://www.audiencedialogue.net/socmark.html http://personal.lse.ac.uk/vanderli/mn.pdf http://www.bfskinner.org/BFSkinner/WJamesHefferline_files/William%20James%20Lectures.pdf http://wearewhatwedo.org/about/the-incidental-effect/ http://www.theatlantic.com/magazine/archive/2012/06/the-perfected-self/308970/ http://en.wikipedia.org/wiki/Behavior_management http://www.darkcoding.net/behaviour-change-toolkit/

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Consumer Behavior Project Proposal

Appendix

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Consumer Behavior Project Proposal

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