MKT20025 - Internal Influencing Factors on Consumer Behavior - Consumer Behaviour Assignment Help

Assignment Task

TASK: Apply your knowledge ofthe internal factors thatinfluence consumer behaviour in the purchase of rooftop solar PV to inform Marketing recommendations

Rooftop Solar PV panels are being installed in Australian homes at a rapid rate due to the reduction in energy bills and long term savings they provide. Emerging in the field are numerous competitors who manufacture and install solar PV. Competition is soaring and has resulted in the slow and steady reduction in price of installing solar PV on Australian housing rooftops, but has also increased the complexity of market offers. Knowledge about the internal factors that influence people when making purchasing decisions, and adopting sustainability practices, such as those learned in the study of Consumer Behaviour, should provide insight for the development of Marketing strategies to encourage the purchase and installation of rooftop solar PVs.

Your task
Select one solar PV company and be your ‘client’. As a marketing consultant, you have been commissioned by this company to develop marketing strategies which will
accelerate the uptake of the company’s solar PV systems (for residential use only). To do so, you will apply your expert knowledge of consumer behaviour and internal
influencing factors to explain how each factor might work in influencing the purchase decision of rooftop solar PV. This analysis will inform the development of marketing
strategies that you recommend the company adopts. Note that purchasing and installing are required by homeowners. As for any business, it is important to first identify the segment that is most attractive for the company’s rooftop solar PV to target. Accordingly, you will need to:
1. Segment the market and select the most appealing segment to target for your client
2. Explain the internal factors that influence purchasing, and apply them to the purchase decision process of rooftop solar PV
3. Provide three recommendations for marketing strategies the company should adopt (noting these must be in addition to, or replace, any that are currently being implemented) that reflect a sound knowledge of how the internal factors affect consumer decisions.

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