Description

FINAL ASSESSMENT

MKTG 1052 BUYER BEHAVIOUR

INSTRUCTIONS

Student Name:
ID Number:

OFFICE USE ONLY

Your Singapore Lecturer’s Name:
Semester/ Years:

Assessment format: Read the case study below and answer the questions as follows.
Question 1: answer all short answers questions – 9 parts. (1 mark each = 9 marks)
Questions 2/3/4/5: answer any three out of the remaining four essay questions. (7 marks each = 21
marks)

Assessment marks: This assessment contributes 30% to the total grade.

Assessment mode: Take home, open book. There will be no invigilation. The student
may take their time to draft and develop their answers.
Assessment paper release date and time: 11.59 PM, 2 Oct 2023
Assessment answer submission due date and time: 11.59 PM, 16 Oct 2023
Word limit: Maximum 600 words per question (excluding references).
Assessment answer Format: Use the answer sheet uploaded. Typed in Word file,
Arial, 11 font size, 1.5 spacing.
Submission: Save it as a pdf and upload it on the Canvas submission link

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RMIT MKTG 1052 Take-Home Final Assessment Sem 2, 2023 (SIM)
Details:
1. This is a summative piece of assessment that brings together your learning in the
Buyer Behaviour course over the teaching period.
2. You are expected to complete this task individually without conferring with others.
3. Your instructor will not be providing any guidance or advice on how to complete the
questions. You must not contact your instructor during the final assessment. All the
information required in this regard is provided within this document and through your
studies.
4. It is imperative that you complete the task precisely, with care and consideration of
the principles, theories and practices of Buyer Behaviour.
5. Each question has a maximum limit of 600 words which must be adhered to.
Exceeding the word limit will render your answer to that question void. At the end of
each question, students must insert the word count in brackets, then add the list of
references if applicable. Tables can be used; however, they form part of the word limit.
Figures, images and diagrams are welcome, and they do not form part of the word limit.
References do not form part of the word limit. Point form, sub-headings and similar
elements that allow you to remain concise (but clear) are most welcome and
encouraged. For question number one, students are expected to write about 60 words
per part, and the total number of words for all nine parts must not exceed 600 words.
6. You must use the answer sheet (to be uploaded) to answer the questions. Please
then start each of the four questions on a new page and attempt the questions in the
order they are presented. You must not delete the instructions and the questions from
the answer sheet (your examiner will account for this when considering turn-it-in report).
Your answers should be in black font (and keep the instructions and questions in blue).
7. You are welcome to bold, underline, italicize, colour (main colour should still remain
black) or highlight key points or areas for emphasis. Point form is welcome where
applicable. Diagrams, images, tables etc. can be placed wherever they best fit and must
be given a heading and source detail (if applicable).
8. Your work is submitted via our plagiarism detection software, and you must rely on
your own learning and acquired knowledge. You are encouraged to do some website
and database searches, but you must cite references when you do. You must use your
own words and strategic insights in your answers.
9. Please note that this final assessment task is to be done individually and without

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RMIT MKTG 1052 Take-Home Final Assessment Sem 2, 2023 (SIM)
consultation or discussion with others. Any student who is found to have breached
this requirement through any form of media or contact will be investigated for academic
misconduct.
10. Students are encouraged to use websites and database search, but you must cite
your references using Harvard style referencing (word count does not apply to
references). List of references should appear at the end of each question (not at the end
of the document).
11. Students are responsible for submitting their final assessment on time, as late
submissions for final assessment will not be accepted. If circumstances prevent
students from being able to submit their assessment by the deadline, they will need to
apply for special consideration.
12. Specific submission details will be posted before the submission date. Unlike the
assignment submission, students will be able to submit this assessment only once. If
you encounter any technical failure with Canvas or turnitin at the time you submit
your assessment, you must email a copy of your assessment to Course Coordinator
and use “MKTG1052 FINAL. YOUR LAST NAME. STUDENT NUMBER” as the subject
line. This is the email of your course coordinator Dr Kaleel Rahman:
kaleel.rahman@rmit.edu.au. If you fail to give the specific subject line or send your e-
mail to the wrong person, your assessment will be disregarded.

CASE STUDY
Rock Sport: Consuming Rock Climbing
Where can one go and relax while having a thrill-seeking adventure? Ever heard of
vertical yoga? Would you, could you, imagine being 30 feet off the ground in a tranquil
state of mind, knowing you have just reached a new high? Tom Rosecrans began an
adventure of a lifetime when he bought out two partners of Rock Sport Indoor Rock
Climbing.
A small-scale facility with varying degrees of difficulty ranging from beginner to
advanced bouldering, the setting may be small in square footage, but it sure fills the
desires of experienced climbers. Never having owned his own business, this high
school teacher powdered his hands and held on tight, taking his venture to new levels
ten years later. With over 36 years of rock-climbing experience, Tom has experienced
destinations on a global scale, including two expeditions to the Himalayas.

Running a business of passion could be overwhelming, so Tom kept things relatively
manageable, never really trying to outdo or grow the business beyond modest
proportions, satisfied to own a part-time "hobby" business. However, the situation has
changed and Tom has decided now is the time for adjustment, and with good reason. A
few months ago a newer, bigger, brassier indoor rock climbing gym opened just 20

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RMIT MKTG 1052 Take-Home Final Assessment Sem 2, 2023 (SIM)
minutes away and is drawing excitement from Rock Sport's current customer base as
well as the public. With few choices and immediate needs, Tom must use consumer
research to determine how to increase Rock Sport's target market and client base
through innovative new programs.

Outdoor rock climbing, or mountaineering, began in Europe in the early 1800s, though
the first mountaineering club wasn't started until l857. Rock climbing for recreation came
much later in the 20th century, when styles, grading, and equipment were all brought
together and turned the adventure into a sport. In the 1980s alternatives were made for
busy climbers; indoor facilities that took less time to manage were designed to have
different degrees of difficulty and to allow realistic experiences for the sport enthusiast.
Climbing is both physically challenging and psychologically rewarding. For example,
major progress can be made in improving one's cardiovascular health, muscle tone, and
weight loss. But one of the great benefits of rock climbing is the thrill and joy it brings, as
well as a pure sense of achievement. Children love the challenge in a risky
environment, while parents enjoy the safety features in today's indoor gyms. Having fun
with family, friends, or finally reaching one's personal trail goal is satisfying. A simple
focus group conducted at a gym even revealed customers speaking of "peak
performances and experiences," conditions indicative of the intrinsically satisfying "How"
state of motivation.

However, there are some negative perceptions in society today regarding rock climbing,
many stemming from cautious Baby Boomers. Survey research revealed the following
possible obstacles: fear of falling, fear of heights, low self-image while climbing
(embarrassment), and even the fear of failure. All were cited as reasons why adult
participation in rock climbing has declined over the years. On top of this, cost and time
limitations were also mentioned by survey respondents. Tom's biggest challenge is
drawing in new people or markets to try rock climbing. He is convinced the sport can be
viewed as another "soft recreation" alternative similar to kayaking and bicycling, In fact,
he has made it a personal mission to get more Baby Boomers like himself to try the
sport. The children's market is not the problem. Hundreds of Generation-Y parents are
bringing their kids to the facility for birthday parties and non-competitive meets. In
addition, students from the local community college are also regular customers who
share their experiences on social media like Facebook. No, the younger demographic
segments are not the issue. As such, Tom is now challenged to change this negative
attitude among the Generation-X and Baby Boomer market segments.

Other indoor gyms have grown their businesses by making the needed changes in
facility offerings and programs. In the past, strong athletic men were the avid climbers;
today the average climber is in his or her mid-20s, with the number of children right
behind and growing rapidly. There are stories of toddlers climbing indoor rock walls in
just diapers, and even five- and six-year-olds on open mountain ranges climbing better
than most adults, which shows how they will become the new generation of the sport.
Women have slowly gained interest in the sport mainly due to themed nights and
special events. Many believe that rock climbing is for the 130-pound, athletic, out-going

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RMIT MKTG 1052 Take-Home Final Assessment Sem 2, 2023 (SIM)
type and miss that rock climbing can fit anyone who is willing to try. There has even
been a national marketing campaign introduced to stress the safety of climbing.
Currently, most of Rock Sport's customers are the children of Generation Xers in the
athletic programs and some college students. Tom would like to encourage Baby
Boomers and parents of the children that use his facility to give indoor climbing a try.
Convincing the older generations of the health benefits and the fun and exciting
adventures is tricky today. Their opinion of adventurers is young and fit, not parents and
grandparents. Changing the views of these age groups is challenging and can cost
quite a bit of money and time if not done correctly.

Soon Tom will pass the business off to his daughter, but not without leaving her a
strategy that ensures sustainable growth forward. Ideas include moving into a larger
facility, revamping the website, increasing social media use, and bringing in yoga and
Pilates instructors to lead classes. Creating large competitive events that showcase the
facility and spread awareness are other possible ideas. As such, Tom is challenged by
what the future holds and eager to turn ideas into action plans.

Question ONE is compulsory. And then select any THREE out of the remaining
FOUR questions. 30 marks

QUESTION ONE (9 MARKS)
Question 1.1
Using a range of determinants of lifestyle you learned in this course, develop a brief
lifestyle profile of a customer who has the habit of rock climbing. (1 mark).
Question 1.2
Explain how the concept of shaping could be used to promote Rock Sport. Create your
own process of shaping in a diagram to demonstrate your understanding. (1 mark).

Question 1.3
List the range of possible social situational influences relevant to Rock Sport. Select one
of the influences and illustrate how Rock Sport could use it. (1 mark).

Question 1.4
Of the reference group influences you have learned, which type is most suited to
promote rock-climbing experience? Briefly explain why. (1 mark)

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RMIT MKTG 1052 Take-Home Final Assessment Sem 2, 2023 (SIM)
Question 1.5
Tara lives in a suburb near Rock Sport. She has been invited to her close friend’s
birthday party. But she also has signed up to the Rock Sport Winter Summit to be held
on the same day. What motivational conflict is this? Briefly explain (1 mark).

Question 1.6
Tara has never tried rock climbing. She recently got interested in rock climbing. What
are the sources of information available to Tara for searching? Briefly explain. (1 mark).
Question 1.7
Create a subliminal message ad (print copy) to promote Rock Sport, and briefly explain
why your ad will work. (1 mark).

Question 1.8
Consider the brand personality concept you studied during the semester. If you were to
apply the 5 dimensions of brand personality to Rock Sport, what would that be?
Illustrate your answer with a diagram. (1 mark).

Question 1.9
Briefly explain why it is important for Rock Sport to understand culture. (1 mark).

Populate your answers here…

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RMIT MKTG 1052 Take-Home Final Assessment Sem 2, 2023 (SIM)
Question Two
Despite a range of considerations discussed in the case about the next level for Rock
Sport, Tom also took advice from his former colleague Jude who works for one of the
Big 4 consulting companies. Jude analyzed the situation and advised Tom to defer other
ideas and consider instore influences to build his business. As you are a marketing
expert with a strong consumer behaviour background, Tom has hired you to come up
with a plan and implement some good balance of instore influences. He has requested
you to write your plan in a 600 words article. Write your article to Tom. (7 marks).

Populate your answer here…

Question Three
“However, there are some negative perceptions in society today regarding rock
climbing, many stemming from cautious Baby Boomers”.
Keeping in mind some negative perceptions in society today regarding rock climbing,
explain how marketers can utilize the attitude change strategies to change baby
boomers’ attitudes toward rock-climbing experience. As part of your answer, create a
possible campaign to change attitudes. (7 marks).

Populate your answer here…

Question Four
“Tom would like to encourage Baby Boomers and parents of the children that use his
facility to give indoor climbing a try.”.. “Soon Tom will pass the business off to his
daughter, but not without leaving her a strategy that ensures sustainable growth
forward. Ideas include moving into a larger facility, revamping the website, increasing
social media use, and bringing in yoga and Pilates instructors to lead classes. Creating

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RMIT MKTG 1052 Take-Home Final Assessment Sem 2, 2023 (SIM)
large competitive events that showcase the facility and spread awareness are other
possible ideas.”
However, plans changed. Tom’s daughter Sarah met a handsome Singaporean guy and
they are going to be married soon. Tom thought it would be a great idea to expand his
business and open another branch in Singapore and get the couple to manage the
business. Tom thought he should still leave them the same “strategy that ensures
sustainable growth forward. Ideas include moving into a larger facility, revamping the
website, increasing social media use, and bringing in yoga and Pilates instructors to
lead classes. Creating large competitive events that showcase the facility and spread
awareness are other possible ideas.” Advice Tom and the couple if they should make
any changes to the strategy and how should they implement their strategy in Singapore.
(7 marks).
Populate your answer here…

Question Five
Discuss how could Maslow’s hierarchy of needs be used to develop a marketing
strategy for rock climbing. (7 marks).
Populate your answer here…

END OF QUESTIONS