Consumer Insight Report: Game of Clones - Consumer Behavior Analysis

This report examines the dark side of consumer behavior within the entertainment industry, focusing on digital piracy of movies and TV shows. It investigates the motivations behind illegal downloading, the impact on the industry, and the role of consumer behavior theories. The report utilizes the Theory of Planned Behavior to understand consumer attitudes and motivations. It proposes marketing strategies, including the STP model, the 3 C's model, and franchising, to address piracy. The analysis considers segmentation, targeting, and positioning to influence consumer behavior and reduce illegal downloading practices. The report concludes with recommendations for online service providers and film producers to mitigate the effects of piracy and capitalize on consumer behavior insights.

Running Head: Clones 0
Marketing consumer behavior
5/5/2019

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Introduction
The study of consumer behaviour helps in the development of marketing strategies. The
consumer behaviour has been investigated to decisively choose the behaviour for the
optimization of customer-utility, a darker aspect, which is accounted for consumer behaviour.
This is in context with the impulsive as well as compulsive behaviour of clients. From the
side of the consumers, it is stated that there is an increase in pirating behaviour, which is
influencing the online service provider. The target market is chosen for the current report will
be the consumers within the entertainment industry who are engaged in the pirating of digital
entertainment content. Furthermore, the focus of the report has been the increase of pirating
in the entertainment industry. It is quite evident that various consumers download the films
before the release in an illegal manner. This enables the dark side of the consumer behaviour
who are fearless from the threats of penalty and jail (Deshpande and Saxena, 2017).
Literature Review & Framework
Overview of literature on the topic
It is argued by Sparks, Perkins, and Buckley (2013) that consumers have started downloading
pirated shows and films illegally, which is adversely influencing the profits of producers
rather than save their money and watch films and shows at home. As per Shi and Liao (2017),
it is stated that there are some common set of components present among the consumptions
impulsive as well as compulsive aspect. In the era of digital entertainment, consumer
behaviour has been experiencing abnormal changes. Piracy of TV shows and film have
greatly caused an economic drain on the film industry. Moreover, the division engaged in
music or film piracy, and television programmes are greatly impacted by the aspects of
decision-making. According to Spiller and Beleogolova (2016), it is stated that numerous
people of Australian have shifted towards the illegal downloading sites for the motive of
saving concerning the film, TV show, and music. Additionally, pirated copies of games are
also accessible for children, which easily attract them (Larkin and Fink, 2016).

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(NewsComAu, 2019)
It is quite evident from the above graph that the first site is blocked in Australia. The Federal
court has stated that 65 piracy sites has been blocked in around 378 domains. It has been
claimed by the researcher that top 50 piracy sites in Australia has reduced by 35 per cent.
These have an inclusion of the legal, consumer-behaviour, economic, and ethical aspects.
According to Vitell (2015), it is stated that more than 15% of losses have been perceived by
the sharing from pirating of films. Additionally, the internet has also said to be the main
element for the college student to engage themselves in the pirating of films. This is a dark
side of behaviour illustrated by the consumers and very less attention has been given to the
adverse behaviour shown from the clients. To deal with the threat of piracy, the
administration has imposed the usage of ample legal framework. Therefore, considering the
piracy rates, these frameworks have not proven profitable in resolving the issue effectively.
Hence, there is a definite need to evaluate the consumers in the entertainment industry where
the people are getting oriented towards the piracy of films. Moreover, administrations, as well
as other entities, also connect with advanced software and framework to maintain the film
pirates (Ciancarini et al., 2016).
Theory

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Investigating
The problem will further help in recognizing a suitable solution to the existing problem. In
addition, in order to productively assess and discover a solution concerning a particular
problem, a theory will greatly help in conducting the whole procedure. As per the chosen
topic, the major problem is to be dealt with the dark side of the consumer concerning the
increasing piracy of TV shows and films.
Findings
(Christensen and Christensen, 2019)
The findings of the studies stated that 4.7m Australian people generated pirated content and
expected to hit around $5.2 billion. It is stated that 18-24 age group people accessed pirated
content with $193 million potential losses.
It is stated that the most effective theory that will provide great help to understand the
concept of consumer behaviour is the Theory of planned behaviour. It will further help the
investigator to assess every aspect of consumer behaviour (Lee and Watters, 2016).
Overview of the Theory of Planned behaviour
It gives an explanation concerning the behaviour of individuals over which they possess the
capability to maintain self-control. The dark side of the consumers is that their behaviour will
be identified effectively (Re, 2018). It is structured upon 6 diverse constructive elements are
described below-

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 Perceived power- The behavioural performance of people is greatly impacted by the
perceived factors.
 Subjective norms- The individual behaviour is either approved or disapproved as per
the philosophies of other people.
 Attitudes-The degree possessed by the individual to assess the behaviour either
favourably or unfavourably.
 Perceived control of behaviour- It depicts the capability of people to perform
according to the behaviour.
 Social standards- These are the standard behavioural codes in the bigger aspect of
culture.
 Behavioural norms- This incorporates motivation factors that impact individual
behaviour (Smith and Telang, 2016).
Link the above theory
It is stated that the theory of planned behaviour will assist in understanding consumer
behaviour. The attitude, which consumers depict towards the film downloading, will be
considered. The individual performs as per the favourable and unfavourable conditions will
be in an effective manner. It is quite evident that consumers so this to save money which they
should use for going to the cinema to watch the same. This theory also assists to identify the
motivational factors, which consumers get induced and get engaged in the film piracy (Phau,
Teah and Liang, 2016).
Marketing strategy
STP model
This marketing approach has proven to be quite recognized with the modern marketing
methodologies. It is stated that the segmenting of the existing market could be done based on
age, recreational-pursuit, cultural belief, gender, personality, and religious belief. The
targeting of the desired customer base is also assisted by this strategy. In addition, the
enterprise could further assist in effective positioning of their specific product or service
within the new market opportunities (Chalaby, 2018). In respect to the chosen theory of
Planned Behaviour, it is stated that STP model will contribute in segmenting and targeting
the consumers who have shifted their way towards downloading the pirated copied of TV
shows and films from illegal sites rather than watching in the cinema. The segmenting and

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targeting of consumers will also assist in identifying their behaviour, attitudes, and all
concepts of the chosen theory (Casidy, Lwin and Phau, 2017).
The main advantage of the STP strategy is that it assists in segmenting, targeting, and
positioning the specific product/service as per the existing requirement of the market. This
assists the enterprise to deal effectively with a targeted set of people in an efficient manner.
The disadvantage is that consumers often are misinterpreted concerning the product, service
to be segmented or targeted. In addition, if the chosen segment is very tiny then adequate
maintenance of turnover would be not possible, which will positively influence the margins
of the associated enterprise (Koklic, Kukar-Kinney and Vida, 2016).
The 3 C’s Model
The 3 C’s strategy assists in delivering a competitive advantage to the enterprise, which
generally involves three components i.e. Corporation, Consumer, and Competitor. The firm
should be capable to concentrate upon its customers and make sure to segment the target
customers. In respect of the theory of planned behaviour, 3 C’s strategy will deliver further
assistance to target as a specific set of consumers whose behaviour is to be assessed
effectively. In addition, it will also make sure that the online service provider and film
fraternity generate the long-term goal of reducing piracy. The short-term, as well as long-
term, will be capable to develop the effective utilization of corporation aspect and the
enterprise would be capable to become more competitive by involving the competitor aspect
(Lowry, Zhang and Wu, 2017).
The advantage of the strategy is that it empowers a specific individual or organization to
maintain the short-term as well as long-term so that the consumers are focussed. Therefore,
depicting the disadvantage of the strategy, it could at a certain point poses negative influences
for an enterprise if they formulate their every service as per the consumers. This may turn out
the service to be cost ineffective (Petrescu, Gironda and Korgaonkar, 2018).
Franchising
The franchising strategy is utilized to assist the development of specific business and it
decreases the extent of involved risks. In respect to the chosen theory of Planned Behaviour,
the franchising will aid in identifying the customers based on which copyrights will be
distributed. Moreover, in addition to this, the producers of the TV show or film and online

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service provider would be capable to distribute the licenses to a new show or film that is to be
initiated. The enterprise that does franchising typically has to license its connected trademark
as well as copyright. It incorporates long-term relationships and may involve rules and
regulations determining to specific product or service (Arli, Tjiptono and Porto, 2015).
The main advantage of franchising is that the connected risks are decreased largely. In
addition, with effective franchising, the services to be initiated already have a market share.
From now, the requirement of testing of the market will be omitted and decrease the
perception of injustice in the packaging and pricing of music (Schabacher, 2018). The
product or service in particularly this case, consumer behaviour will be impacted since the
TV show or film will be assisted to have exclusive rights safeguarding that consumers could
not utilize illegal sites for downloading TV show and films. The disadvantage of franchising
strategy is to be stated that for delivering the high-class trademarks and rights, costs and
revenue may turn higher than the expected. It is also to be stated that in respect to the
franchising strategy is that sharing of profit is done, which also involves specific
incorporation of inflexibility and undesirable behaviour (Dootson et al., 2017).
Recommendation and Conclusion
In conclusion, it is to be stated that the dark side of the consumers has greatly influenced the
online service provider and film fraternity. The main reason behind this is that the majority of
them have shifted from watching in cinema towards the pirating. Moreover, in addition, to
this, the chosen theory of planned behaviour will further aid in assessing consumer behaviour
towards pirating practices. In addition to this, it is also suggested that the online service
provider should select the STP model. This is because the model will help in segmenting as
well as targeting a specific set of consumers and accordingly evaluate them to recognize the
required modifications, which is needed to be done for decreasing the pirating practices. This
manner, the influence of the dark side of behaviour of consumers will be adequately
evaluated and the online service provider and producers of shows and film shall entertain
advantages.

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References
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on individuals’ digital piracy behaviour in a developing country. Marketing Intelligence &
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Casidy, R., Lwin, M. and Phau, I. (2017) Investigating the role of religiosity as a deterrent
against digital piracy. Marketing Intelligence & Planning, 35(1), pp.62-80.
Chalaby, J.K. (2018) Hedging against disaster: Risk and mitigation in the media and
entertainment industries. International Journal of Digital Television, 9(2), pp.167-184.
Christensen, N. and Christensen, N. (2019). Piracy: Dispelling myths, why people pirate and
the reasons behind the new laws - Mumbrella. [online] Mumbrella. Available at:
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Dootson, P., Lings, I., Beatson, A. and Johnston, K.A. (2017) Deterring deviant consumer
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Koklic, M.K., Kukar-Kinney, M. and Vida, I. (2016) Three-level mechanism of consumer
digital piracy: Development and cross-cultural validation. Journal of Business Ethics, 134(1),
pp.15-27.

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Larkin, B.A. and Fink, J.S. (2016) Fantasy sport, FoMO, and traditional fandom: How
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