Attitudes being the learned predisposition to behave in a considerable way whether it be favourable or unfavourable with respect to a given object. The attitude “object” referring to marketing concepts such as products, brands, service and ads are more than likely where Dan Murphy’s focus much of their branding on.

the consumers knowledge and perceptions acquired by direct experience results in the change of perceptions for consumers to beliefs.

The overarching view and attitude of Dan Murphy’s is that they are consumers first choice when it comes to purchasing liquor with 72 % of voters choosing Dan Murphy’s over other competitors.

As attitudes for purchasing alcohol from local shops has shifted dramatically to now supermarket run bottle shops, it comes at no surprise that Dan Murphy’s is in the evoked set of consumers. Dan Murphy’s also received the Roy Morgan 2018 monthly Customer satisfaction award beating cellebrations, first choice liquor and IGA in their third month in a row.

Within the alcohol industry some companies have opted to use humour as a tool within their advertising campaigns. This technique allows the consumer to connect on a positive emotional level and reinforces the notion that consuming alcohol is an enjoyable experience. For companies such as Dan Murphy’s that use a more serious and traditional tone in their advertising consumers have found a desire to poke fun at the central character and turn their traditional advertisements into a meme.

References

Roy Morgan. (2019). Dan Murphy’s holds off surge in Cellarbrations satisfaction. [online] Available at: http://www.roymorgan.com/findings/7611-csa-results-april-2018-liquor-stores-201805310630 [Accessed 26 May 2019].

Inside Retail. (2019). Dan Murphy’s gets consumers’ vote – Inside Retail. [online] Available at: https://www.insideretail.com.au/news/dan-murphys-gets-consumers-vote-201602 [Accessed 26 May 2019].

Learning and memory for any business is a key behavioural factor that should be used to their advantage. Learning by definition is a change in your long term memory, And if a business can become apart of your memory, then they have already done their job. There are four main types of learning;

Cognitive learning- A theory of learning based on mental info processing, often in response to problem solving

Classical conditioning- occurs when a stimulus is paired with another stimulus that elicits a known response that serves to produce the same response when used alone

Instrumental conditioning- Learning to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes

Modelling- Occurs when people watch the actions of others and note the reinforcements they receive from others

For Dan Murphy’s, you could say that they explore all aspects of learning, however i will be exploring how they use instrumental conditioning. This type of learning is based on reinforcement, where a positive or negative outcome can influence the likelihood that a specific behaviour will be repeated in the future to a particular response to a stimuli.

This is explored through a number of different loyalty schemes that DM put into place. Whether it is discounts for members, that being “My Dan Murphy’s” which is a rewards program that gives you immediate access to benefits including exclusive offers, major competitions and member-only events. Or a simple tasting of a variety of products for any customer.

These positive outcomes for their customers, are as profitable for the company as anything else as they are giving their customers an experience through discounts and free learning experiences of their products which will in turn lead to more sales.

References

Danmurphys.com.au. (2019). [online] Available at: https://www.danmurphys.com.au/tastings [Accessed 26 May 2019].

Dan Murphys. (2019). What is My Dan Murphy’s?. [online] Available at: https://help.danmurphys.com.au/hc/en-us/articles/360000054016-What-is-My-Dan-Murphy-s- [Accessed 26 May 2019].

Though no two people will see the world in the same way as each other, Dan Murphy’s have created a perception of their brand that will always be similar between any person. That is, they can provide the lowest prices while also having a broader range of products than any other bottle shop in Australia.

Perceptual selection explores the fact that an average person is exposed to over 1,200 advertising messages though we only take note of less than 3%. How do we only notice the messages we want to see? This can be categorised into two major factors; consumers previous experiences and their motives.

Firstly, Dan Murphy’s take customer service very seriously as from the very beginning they have provided customers with statements such as “Dan Murphy’s was founded not only to enable you to obtain your liquor more cheaply but also to help you enjoy life in an atmosphere” and “to instruct, to advise and to co-operate with you in any way you wish.”

While the consumers motives when buying any product is to gain the best deal out of any company, Dan Murphy’s have stuck to their “lowest liquor price guarantee” therefor creating a positive motive for any consumer to return to any Dan Murphy’s store or even buy online.

Dan Murphy’s have also introduced a new advert which follows the company from the start of operations to the present using Dan Murphy as a protagonist. Showing Dan walking through the ever changing world though he stays the same creates the perception that the company will never change. This theme is also backed with the narrators voice stating that Dan “made a promise that you would have a drink at the lowest price … and they always will be the lowest price.”

This advert creates a very positive memory for the brand for anyone that views it as it uses time as a motif to explore how the brand has developed through the years and though everything has changed around it, they have stuck to their promise.

To conclude, how do you perceive Dan murphys? For me I see Dan Murphy’s as the cheapest and most accessible bottle shop out of all other competitors. This could be because they have always provided the top deals, and the widest selection of alcohol. Or their perception that they have created is so strong that I don’t even consider any other company.

References

Dan Murphys. (2019). The Dan Murphy’s Story. [online] Available at: https://help.danmurphys.com.au/hc/en-us/articles/360000043396-The-Dan-Murphy-s-Story [Accessed 26 May 2019].

DEF: is the action/ process of making important decisions

For me, I recently purchased a new guitar from Elliott’s Guitars, and while at first I did not consider how I came to the decision of buying this guitar as it was quiet impulsive which could only mean that my decision making could be classed as limited problem solving. That is the use of simple decision rules to arrive at a purchase decision.

As I feel as though I know enough about guitars, purchasing a new one comes quiet easy as I know what I want. therefor using such cognitive shortcuts enabled me to rely on my own guidelines, instead of having to do more extensive research for the guitar.

Characteristics of limited problem solving

Motivation: Low risk and involvement

Information search: little search, information processed passively, in- store decision likely

Alternative evaluation: Only prominent criteria used, Non- compensatory strategy used

Purchase: limited shopping time, choice often influenced by store displays

All of the above characteristics are linked with my decision to purchase the guitar. Whether it be with how little research I put into the choice of which guitar I purchased, how quickly the guitar was purchased, and because of the fact that It was in a main focal point within the store.

Rules in making decisions

The most common rule when making a purchasing decision is known as the lexicographic rule. This is when the consumer ranks attributes in terms of perceived importance then chooses the brand that is the best on the most important attribute.

Def: Compulsive consumption is the repetitive and often excessive shopping performed as an antidote to tension, anxiety, depression or boredom.

Im sure we have all gone through stress in our lives and to cope with this many of us seek the mall or online shopping to sooth the pain or just fill in time. These so called shopaholics are as addicted to shopping as some might be to drugs or alcohol. Though I myself don’t rely or gain relief through buying new products, every now and then when I do fell stressed, buying something even on a small basis the felling of rewarding yourself feels almost satisfactory and therefor i understand why some might grasp onto that feeling.

With Compulsive shopping being closely related to low self-esteem, these consumers have little to no self control of purchasing with shopping itself being an addictive process for them. With 1 in every 12 Australian not being able to control their buying of goods one would hope it would not be you that falls into this trap.

To characterise this behaviour it can be split intro three elements:

• the behaviour is not done by choice
• the satisfaction derived from the behaviour is short lived
• the person experiences regret after such purchases

One of the most dangerous forms of Compulsive consumption that takes on every segment of consumer society is gambling. As it can result in a lowered self-esteem, debt and divorce. They usually become addicted because they experience a high by winning big and when they lose and all funds dry up they then become depressed, therefor turning it into a viscous cycle of pain for both the individual and the family.

So, are your shopping habits a choice or is it compulsion? Do you feel somewhat happier when you go on a shopping spree? Can you safely say you need that item that you’re about to spend your savings on?

REFERENCE

• Solomon, Michael., Russell-Bennett, R. and Previte, J. (2019) Consumer Behaviour, Australian Edition, 4th Ed
• Faber, R., O’Guinn, T. and Krych, R. (2019). Compulsive Consumption. [online] Acrwebsite.org. Available at: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?id=6670 [Accessed 19 Mar. 2019].

Noun

A form of camping involving accommodation and facilities more luxurious than those associated with traditional camping.

“Glamping is likely to satisfy any city slicker seeking a little refuge in nature – without foregoing any of life’s luxuries.” 

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With glamping becoming increasingly popular at both national and international festivals, I thought I should investigate why some punters feel the need to fork out large amounts of money in order to have ‘the best of the best’ at a festival.

Camping at a festival can be one of the most enduring activities any group of people can go through as sleep is non-existent, showers are filled with more diseases than you can count and there is just an aura of zombieness that surrounds the campsites- this is mainly due to the fact the vast majority of festival goers have no well-established place to go back and recuperate after a long day of partying.

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This is where glamping takes the cake. It is perfect for anyone that has a bit more cash to spend and allows them to spoil themselves whilst still having the same overall experience as other festival-goers. I myself have never had the chance to experience glamping at a festival, however every now and then I think about how good it might be to have the opportunity to sleep on something better than the floor.

So what makes glamping any better than the normal camping experience you ask? For starters, the word ‘tent’ barely describes what you’re staying in; the accommodation is better described as a large, canvas ‘bell tents’ with doors, windows, proper flooring and lighting. These tents are already set up for you prior to arriving with everything you may need- fresh linen, beds and toiletries. Also included in the experience is VIP toilets and warm showers, cleaning services, cocktail and snack bar services and your own hang out areas. All this usually cost around $540 a night but can vary with what options you choose.

Overall while glamping defiantly has its perks, unless you have a significant income it may not be the most feasible option for the majority. Therefor i will bite my tongue and continue to sleep on the floor for now.

Reference

Bluesfest.com.au. (2019). Byron Bay Bluesfest –. [online] Available at: https://www.bluesfest.com.au/tickets/?EventID=7 [Accessed 12 Mar. 2019].

Google.com.au. (2019). glamping define – Google Search. [online] Available at: https://www.google.com.au/search?ei=pgaHXI6aMZPGvQSzxpzwDw&q=glamping+define&oq=glamping+de&gs_l=psy-ab.1.0.35i39j0l9.2458.3107..4464…0.0..0.150.576.0j4……0….1..gws-wiz…….0i71j0i131i67j0i67j0i131j0i20i263._pnZatddsBE [Accessed 12 Mar. 2019].

Lostparadise.com.au. (2019). Glamping – Lost Paradise. [online] Available at: https://lostparadise.com.au/glamping/ [Accessed 12 Mar. 2019].