Consumer Behavior Report: Marketing Techniques in Australian Festivals

This report provides an in-depth analysis of consumer behavior within the marketing landscape, specifically focusing on the entertainment industry, using Australian festivals as case studies. It examines three key marketing techniques: advertising, direct marketing, and publicity, and evaluates their effectiveness through the lens of consumer behavior theories, particularly the Veblenian Social-Psychological Theory. The report analyzes how brands like Grapevine Gathering, Beyond the Valley, and Lost Paradise utilize various platforms such as Facebook, Dreamland Magazine, and YouTube to convey brand messages and engage target audiences. It concludes that direct marketing, particularly through platforms like Facebook, is highly effective in building customer relationships and brand awareness. The report underscores the significance of understanding consumer behavior in crafting successful marketing strategies and achieving competitive advantages in the market.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author note

1CONSUMER BEHAVIOR
Executive Summary
The report has thrown light in analyzing the three kinds of advertising and marketing techniques
applied by the different products in the entertainment industry. In the respective scenario, the
Australian festivals have been selected wherein the three types of marketing have been analyzed.
With the assistance of the consumer behavior theories, the brands have been able to gain strong
target audiences in a successful manner and gain competitive advantage within a short span of
time. The direct marketing is the most effective model which is needed to be implemented by the
companies for attracting audiences as it is the most preferred mode of communicating with them.

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Table of Contents
Introduction......................................................................................................................................2
With relevance to Consumer Behavior Theory, critically evaluate examples which have been
chosen and effectiveness in terms of their perception.....................................................................3
Analysis of How Brand Messages are conveyed in an Efficient Manner.......................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

3CONSUMER BEHAVIOR
Introduction
The report throws light in analyzing the different kinds of techniques related to marketing
which plays the vital role in attracting the different customers in the market. In the respective
assignment, the main aim and purpose is to understand the three different forms of marketing
which includes advertisement, direct marketing and publicity piece with the help of the
entertainment category. In the report, the famous festivals celebrated in Australia have been
analyzed for understanding the respective aspects through critically analyzing their effectiveness
in terms of process of perception and how the messages are effectively conveyed.
Festivals in Australia
Grapevine Gathering Festival VIC 2019- Piece of Direct Marketing through Facebook
It is one of the fancy music, wine and food festivals in picturesque wine country Australia
wherein people join together for enjoying sounds of some of the indie, alternative favorites along
with dance while indulging in finest of different culinary delights and smoked treats
(Grapevinegathering.com.au, 2019).
Beyond the Valley 2019- Publicity Piece through Dreamland Magazine
Beyond the Valley has become number one events during the New Years in Australian
economy and it is less than two hours drive from Melbourne. It is one of the super relaxed and
beautiful way for welcoming the new years eve in company of the some of the finest musical
events (beyondthevalley.com.au, 2019).
Lost Paradise 2019 NSW Australia- An Advertisement through YouTube

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Lost Paradise helps in showcasing the diverse musical line-up alongside with the huge
variety of activities from morning through the night that includes Yoga, Talks, and Workshops
and indigenous experiences which helps in keeping the body and mind stimulated
(Lostparadise.com.au, 2019).
With relevance to Consumer Behavior Theory, critically evaluate examples which have
been chosen and effectiveness in terms of their perception
In the current scenario, the Veblenian Social-Psychological Theory of consumer
behavior is one of the most effective theories which are being used by the different customers
while making their decisions in an effective manner. The model asserts that the different human
beings make their purchases and mind set based on cultural and societal norms (Cross et al.,
2018). For instance- In the current scenario, the advertisement through different media channels
have been the most effective aspects that are being followed and it is becoming the life patterns
of different customers as well. In such manner, there are different kinds of festivals and their
marketing strategies have been analyzed in the following way:
Grapevine Gathering is one of the festivals which use direct marketing aspect in order
to attract the different customers in Australia. The management committee of the respective
festival uses Facebook as their direct marketing tool which helps them with opportunity for
promoting their products and services directly to the different customers who can be their target
customers. With the help of the Facebook page, and direct marketing campaign, it helps in
building relationships with new customers and makes them aware regarding the interesting facts
of the wine festival along with music concerts which takes place (De Mooij, 2018).

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Figure 1: Facebook Page of Grapevine Gathering Australia
(Source: Grapevinegathering.com.au, 2019)
The Facebook page of Grapevine Gathering has been shared with the help of screenshot
for raising awareness and it helps them in receiving positive outcome for the same. In the
Facebook page, they have provided with the detailed information regarding the different kinds of
timings and the costs which will be required for attending the festival. As in the current scenario,
Facebook has been in trend, wherein the different millennial are active on social media handles
and through Facebook, they can be able to receive the details of the show effectively. The main
perception process used by them includes the millennial image which is the key trend in the
current scenario and it helped them in attracting strong customer base (Gonçalves, Lourenço &
Silva, 2016).
On the other hand, Beyond the Valley is the other music festival wherein the
management committee of the show makes the audiences aware regarding the respective event

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with the help of Magazine named Dreamland Magazine that is one of the famous magazines in
Australian economy. Dreamland Magazines can be helpful for targeting more specifically as the
specific magazine titles appeal to the specific target groups more than the newspaper
advertisement. In addition, Dreamland magazines have more life than the newspaper and it is
portrayed in a detailed manner which is capable of attracting large group of customers in the
market in an efficient manner (Hameed, Waris & ul Haq, 2019). Their main process of
perception is the fact that Dreamland Magazine is one of the sophisticated magazines which will
be read by the top notch businessman and businesswomen that will be helpful for their festival to
go famous when they will be attending it reading their article in such magazines (Karoui &
Khemakhem, 2018).
Figure 2: Dreamland Magazine Page for Beyond the Valley 2019
(Source: Beyondthevalley.com.au, 2019)

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Lastly, Lost Paradise has been capable of advertising regarding their events to the
targeted customers with the help of YouTube Channel. With the help of YouTube Channel, it
helped them in connecting with larger group of audiences within a small span of time. They tried
to create a video campaign for few minutes and it helped them in measuring their success which
was effective. In such manner, the show received huge success and it helped them to achieve a
stronger base of audiences (Mu, 2019).
Through the usage of Veblenian Social-Psychological Theory along with Hawkins Stern
Impulse Buying Theory, it becomes highly effective for making the customers understand that
they are precious and marketers try to understand the motivations of customers towards
purchasing a product. The main perception is regarding making the people aware regarding the
different healing arts and indigenous experiences or keeping their mind and body stimulated.
Figure 3: YouTube Advertisement of Lost Paradise
(Source: Lostparasie.com.au, 2019)

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Analysis of How Brand Messages are conveyed in an Efficient Manner
From the analysis of the different marketing techniques used by the three major festivals
organized at Australian economy, it can be seen that advertising is the key element for
understanding the behavior of the consumers which are going within them in the current
scenario. Through the usage of the two major consumer behavior models, the approaches are
understood in a much better manner which provided a brief overview on understanding the
effectiveness of the advertisement and their efficiency in conveying message successfully
(Özçağlar-Toulouse, Rinallo & Belk, 2017).
Firstly, in case of Grapevine Gathering Festival Australia 2019, their advertisement
through the usage of the Facebook is the best method as direct marketing is the most effective
technique which easily attracts the different group of customers successfully. In the year 2019,
the event was highly successfully as they were able to promote their brand efficiently who are in
need of it (Mu, 2019). The good direct marketing campaign will be capable of building
appropriate relationships with the new group of customers and Facebook is the most suitable
marketing tool which can be capable of reaching to millions of the customers all around the
world. The Facebook has helped the event in reaching to the exact audiences and through the
same, they can be engaging them with the different kinds of people in an appropriate manner
(Peattie, 2016).
On the other hand, the advertisement technique used by Lost Paradise 2019 was not as
effective like Facebook Direct marketing aspect as Facebook has more viewers than YouTube.
Facebook, being the social media application for communicating uses friend using photo and text
updates are capable of attracting large group of people within a short span of time. However, in
YouTube, it is the video sharing platform which is restricted and it needs money for adding high

9CONSUMER BEHAVIOR
quality posts. Lastly, Beyond the Valley 2019, the magazine is the other cheap mode of
advertisement that will be beneficial in targeting people who are business personalities which
will be successful in improving their effectiveness (Sirgy, 2018).
Direct Marketing is the most suitable approach which needs to be adopted by different
brands or the entertainment industry which will be capable of improving their brand awareness
and achieving the effective market share. Through the usage of the Facebook and other tools
such as website portals, the companies and brands can be helpful for improving the effectiveness
of their services in an appropriate manner.
Conclusion
Therefore, it can be concluded that marketing is one of the essential aspects as it helps in
selling the different products along with services. The bottom line of the business is to make the
money along with marketing is the key criteria and channel for reaching their end goal. The
consumer behavior plays a significant role in marketing prospects as through the usage of the
two theories, it can be analyzed that the customers behave in the similar pattern wherein they are
living as they feel that it is the current trend and they need to act accordingly. In such manner,
marketing through website portals, Facebook and other aspects such as Magazines are the most
effective aspects that will be helpful for improving the growth of the company in a suitable
manner. Through the usage of the Facebook, as the direct marketing tool, it is capable of making
the scenario efficient and attract more number of customers.

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References
Beyondthevalley.com.au (2019) Beyond the Valley (online) Retrieved from
https://www.beyondthevalley.com.au [Accessed on 7th April 2019]
Cross, S. N., Ruvalcaba, C., Venkatesh, A., & Belk, R. W. (Eds.). (2018). Consumer culture
theory. Emerald Group Publishing.
De Mooij, M. (2018). Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.
Gonçalves, H. M., Lourenço, T. F., & Silva, G. M. (2016). Green buying behavior and the theory
of consumption values: A fuzzy-set approach. Journal of Business Research, 69(4), 1484-
1491.
Grapevinegathering.com.au (2019) Grapevine Gathering (Online) Retrieved from
https://www.grapevinegathering.com.au [Accessed on 7th April 2020]
Hameed, I., Waris, I., & ul Haq, M. A. (2019). Predicting eco-conscious consumer behavior
using theory of planned behavior in Pakistan. Environmental Science and Pollution
Research, 26(15), 15535-15547.
Karoui, S., & Khemakhem, R. (2018). Veblen, the first marketing and consumer behavior
theorist. The First Marketing and Consumer Behavior Theorist (January 10, 2018).
Lostparasie.com.au (2019) Home-Lost Paradise-Lost Paradise (Online) Retrieved from
https://www.lostparadise.com.au [Accessed on 7th April 2020]

11CONSUMER BEHAVIOR
Mu, Z. (2019). Consumer Planned Behavior Theory Based on Transformation and Its
Application in Marketing.
Özçağlar-Toulouse, N., Rinallo, D., & Belk, R. W. (Eds.). (2017). Consumer Culture Theory.
Emerald Group Publishing.
Peattie, K. (2016). Green marketing. In The marketing book (pp. 595-619). Routledge.
Sirgy, M. J. (2018). Self-congruity theory in consumer behavior: A little history. Journal of
Global Scholars of Marketing Science, 28(2), 197-207.