Consumer Behaviour
BSBMKG507A Interpret Market Trends and Developments
BSBMKG402B
Analyse Consumer Behaviour
Scenario–based report
Report prepared for
Rodney Sands
Teacher, MKTNG & ADV, GCIT
by
Student Name: Mikaylah Murphy
Student ID: 4100247810
Due Date: Friday, 11 June 2010
Table of Contents
Executive Summary ii
1 Introduction 1-1 1.1 Aim 1-1 1.2 Scope and Rationale 1-1 1.3 Sources of Information 1-2
2 Product Findings 2-3 2.1 What is Playboy 2-3 2.2 The man behind the magazine 2-3 2.3 Playboy Today 2-4 2.4 The Product 2-5 2.5 Circulation 2-5 2.6 Characteristics and Data 2-7 2.7 Features and Benefits 1
3 Market Profile 1
4 Target Market 4 4.1 Demographics 4 4.2 Psychographics 5 4.3 Market Segments 6 4.3.1 Market segment “Something better” 6 4.3.2 Value segment “Young optimists” 7 4.3.3 Value segment “look at me” 8
5 Factors influencing buying behaviour 9 5.1 Psychological factors 10 5.2 Personal factors 10 5.3 Cultural factors 10 5.4 Social factors 11
6 Product performance (Past and present) 11 6.1 Shifting Values and Emerging Markets [pic] 15 6.2 Strategy Shift [pic] 15
7 Focus of Appeal 16
8 Conclusion 16
9 Bibliography 18
Executive Summary
This report was commissioned to investigate the consumer behaviour, characteristics of buyers and potential buyers of a leading men’s magazine, namely Playboy Magazine, which is distributed in 150 countries around the world.
A detailed examination of the products benefits and features has been undertaken to identify the magazines quality, virtue and unique selling points.
An introduction into the Playboy brand and the founder ‘Hugh Hefner’, is discussed to provide a well rounded understanding of the foundations in which playboy are built upon.
When analysing the characteristics of the target market, three market segments (as stipulated by Roy Morgan Value Segments) were identified to describe the existing and
BSBMKG402B
Analyse Consumer Behaviour
Scenario–based report
Report prepared for
Rodney Sands
Teacher, MKTNG & ADV, GCIT
by
Student Name: Mikaylah Murphy
Student ID: 4100247810
Due Date: Friday, 11 June 2010
Table of Contents
Executive Summary ii
1 Introduction 1-1 1.1 Aim 1-1 1.2 Scope and Rationale 1-1 1.3 Sources of Information 1-2
2 Product Findings 2-3 2.1 What is Playboy 2-3 2.2 The man behind the magazine 2-3 2.3 Playboy Today 2-4 2.4 The Product 2-5 2.5 Circulation 2-5 2.6 Characteristics and Data 2-7 2.7 Features and Benefits 1
3 Market Profile 1
4 Target Market 4 4.1 Demographics 4 4.2 Psychographics 5 4.3 Market Segments 6 4.3.1 Market segment “Something better” 6 4.3.2 Value segment “Young optimists” 7 4.3.3 Value segment “look at me” 8
5 Factors influencing buying behaviour 9 5.1 Psychological factors 10 5.2 Personal factors 10 5.3 Cultural factors 10 5.4 Social factors 11
6 Product performance (Past and present) 11 6.1 Shifting Values and Emerging Markets [pic] 15 6.2 Strategy Shift [pic] 15
7 Focus of Appeal 16
8 Conclusion 16
9 Bibliography 18
Executive Summary
This report was commissioned to investigate the consumer behaviour, characteristics of buyers and potential buyers of a leading men’s magazine, namely Playboy Magazine, which is distributed in 150 countries around the world.
A detailed examination of the products benefits and features has been undertaken to identify the magazines quality, virtue and unique selling points.
An introduction into the Playboy brand and the founder ‘Hugh Hefner’, is discussed to provide a well rounded understanding of the foundations in which playboy are built upon.
When analysing the characteristics of the target market, three market segments (as stipulated by Roy Morgan Value Segments) were identified to describe the existing and