MKG210: Consumer Behaviour - USC Australia - Game of Clones - Smart Home Technology Adoption - Report Writing Assignment Help

Subject Code: MKG210 Assignment Task: MKG210

Topic 1: ‘Game of Clones’-The Dark Side of Consumer Behaviour

Where do consumers draw the line? And when is it acceptable/unacceptable to illegally download or pirate a movie or TV series? This is an interesting question and one that is becoming increasingly important to entertainment organisations. This is due to increasing pirating of digital entertainment content such as Dallas Buyers Club and Game of Thrones. What is difficult for entertainment organisations to understand is why consumers continue to choose to partake in this behaviour, even though they are aware of its illegality. It appears the threats of penalties such as jail time and fines are not discouraging consumers from pirating entertainment. Therefore, online entertainment service providers are looking to you as a consumer behaviour specialist to understand how they can take a new approach to discouraging pirating behaviour and encourage the legal consumption of their products and services.

Topic 2: Home is where the smart is Encouraging Smart Home Technology Adoption.

Recent forecasts suggest the market size for smart homes, modern homes, which have appliances or electronic devices that can be controlled remotely by the owner, will grow to an estimated $40.9 billion by 2020 with a household penetration of 19.5% by 2022. The projected opportunities but also problems smart homes offer households has been a popular discussion point. For example, research suggests smart home technologies will assist households in controlling their demand and use of energy, which benefits household financial well-being and subsequently the environment from reduced energy production pressures. However, there is also discussions of the potential for smart home technologies to bring about ‘dark side’ issues such as technology-facilitated abuse and privacy and information misuse. The projected opportunities but also problems smart homes offer households has been a popular discussion point. It is important to understand household’s readiness and willingness to engage with smart home technologies so that marketers can encourage greater levels of adoption.

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