BUSN9264: Better Way to Fly- Postgraduate Consumer Behaviour Assignment Help

Internal Code: MAS7230

Postgraduate Consumer Behaviour Assignment Help:

Task: Releasing our inner Dave By Lara Stocchi In their latest campaign featuring ‘Dave’, a migratory bird who has learned the secrets to travelling with great comfort, Air New Zealand wants their Australian customers to know that there is a better #BetterWaytoFly long haul. The company has used a similar marketing and communication approach in the past, but their #BetterWaytoFly campaign, featuring Australian actor Bryan Brown, is now specifically aimed at shifting the perceptions and behaviour of a large basis of customers. The objective of the campaign is to ensure that Australians will consider Air New Zealand as an option for long-distance flights (especially to North and South America), as opposed to being ‘just’ their obvious choice for flying between Australia and New Zealand. “What’s the one person that doesn’t need to fly?” said Bryan Brow at the launch of the multimillion-dollar campaign in Sydney, “A bird. So if a bird’s flying Air New Zealand it’s got to be good.” To kick off the campaign, the airline has also launched some price promotions, with Sydney to Los Angeles and San Francisco fares from $999, Houston from $1099 and Buenos Aires from $1199. In addition to that, they employed 21 salespeople and established marketing offices in Australian states to sell its Auckland hub as gateway to North and South America, offering trips to Los Angeles, Houston, Buenos Aires, Vancouver and Honolulu. In a market currently dominated by ‘all times favourites’ such as Qantas and new highly compelling offers such as Emirates, can one very cool bird do the trick? For many consumers wanting to travel long haul from Australia, a flight purchase will most likely come down to thorough price comparison at the touch of a button, rather than the impellent need to avoid ‘sticking with the flock’. Therefore, although the airline is eager to be seen in a different light, they might be overly optimistic on the campaign’s ability to cause such a drastic change in the perceptions and behaviour of many consumers. (Read more on: http://www.adnews.com.au/campaigns/air-new-zealand-tells-aussies-there-s-a-better-way-to-fly) Questions for discussion The example of Air New Zealand #BetterWaytoFly campaign illustrates, in a nutshell, some of the inherent issues concerning attitudes and their ‘power’ as drivers of consumer behaviour and, in this particular instance, changes in consumer behaviour. The general belief is that witty marketing can be used to attract the attention of consumers; change their perceptions, thoughts and feelings; and influence their behaviour. This belief determines how organisations strive to attain their goals and arguably validates theoretical frameworks such attitudes’ model. Please answer the following questions in a short-answer format. 1. To what extent is the new campaign #BetterWaytoFly likely to change the behaviour of Australian consumers concerning purchase decisions for long-haul flights towards North and South America? 2. What are the strengths of Air New Zealand approach? 3. What strategies has Air New Zealand deployed to complement the campaign? Are these strategies likely to be more important than the campaign itself in influencing consumer attitudes? 4. Keeping in mind the different elements of the Theory of Planned Behaviour and the Theory of Reasoned Action discussed in the lecture, what drivers of behaviour is the campaign neglecting? 5. What else could Air New Zealand do to shift the perceptions of Australian consumers and trigger a change in their behaviour?