Macquarie University MKTG204 Consumer Insight Report, Session 2, 2017

This report, prepared for MKTG204 at Macquarie University, presents a consumer insight analysis of an integrated marketing communications campaign for Alexander McQueen luxury shoes, focusing on online exposure and a Facebook survey. The report evaluates findings before and after online exposure, examining consumer attitudes, brand familiarity, and Facebook usage patterns. Key findings reveal that many respondents are unfamiliar with the brand and do not frequently use Facebook, primarily due to time constraints. The analysis includes an evaluation of findings before and after exposure to the online experimental stimuli, assessing attitudes towards Facebook, deservingness, and inspiration. The report concludes with recommendations for the brand, suggesting a shift in focus from Facebook to other social media platforms, such as Instagram, and strategic adjustments to advertising frequency to enhance consumer engagement. The report also emphasizes the importance of brand familiarity and positive brand attitude in attracting consumers to Facebook stimuli.

MKTG204
Integrated Marketing Communications
Department of Marketing and Management
Faculty of Business and Economics
D1 Day; Offered in Session 2, North Ryde 2017
Assessment Task 2b:
Consumer insight report
Student ID First name and last name
Tutor/Tutorial class: e.g. XXXX, Y a.m. Sunday
Last updated: 31 August 2024

Executive summary
Integrated communication is essential for organizations to promote the brand because
brand promotion increases awareness of the products and services. It helps to increase sales
which leads to higher profitability of the organization. The current report shows the findings
of the online campaign on Alexander McQueen luxury shoes through Facebook. In the report,
it has been found that people do not use the Facebook account frequently because of the lack
of time. In this case, it has been recommended that the Alexander McQueen luxury shoes
should focus on other social media accounts to cover the entire consumer market.
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1.0 Introduction
Integrated marketing communication comprises of all approaches of brand promotion
to promote a particular product among the target consumers (Mihart, 2012). The current
report is based on the evaluation of the findings of integrated marketing communication
campaign for Alexander McQueen luxury shoes which are derived from the analysis of
online exposure and Facebook survey. In this context, the outcomes have been analysed
before and after online exposures. At the end, appropriate recommendations have been
provided for further improvements.
2.0 Evaluation of findings
The entire part of the evaluation of results have been divided into three parts as follows
2.1 Evaluation of findings before exposure to the online experimental stimuli
Based on the analysis, it has been found that the majority of the respondents as 49.5%
are not familiar with the brand designer of sneakers because they do not know the online
fashion designer. Here, the population doesn't have to buy the luxury brand of shoes;
therefore, only 4.2% of respondents were in favour of purchasing a pair of these designs. In
this context, not every individual need to go for luxury brands because they only desire to
fulfil the needs rather than focusing on the self-actualization (Zhu and Chen, 2015). However,
it has been found that around 46.7% of participants were strongly satisfied with the luxury
brand of sneakers before exposure to the online experimental stimuli because they need to
own this pair of luxury. It shows that luxury brands are the demand of the people in only
those cases when it is convenient for them to buy otherwise, they shift to another brand. At
this point, the convenience to approach designer brands is a significant factor for the
customers either it requires less or higher cost. Apart from this, it has been assessed that a
large number of respondents are not planning to buy a pair of designer shoes in the upcoming
12 months because of the existence of several difficulties in approaching sneakers. At this
point, only 34.1% of participants are ready to purchase a pair in the next 12 months because
they are adults and have complete knowledge regarding most running fashionable brands in
the market. It reflects that the knowledge about the designer brand of sneakers is important
before going to purchase otherwise they might select the wrong brand. Hence, it has been
found that people only go for the well-recognized and knowledgeable brand to satisfy luxury
needs.
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2.2 Evaluation of findings after exposure to the online experimental stimuli
As per the analysis of key findings after the exposure, it has been derived that online
experiments are based on the respondent's several aspects including attitude towards
Facebook, deservingness, inspiration, etc. before going to any luxury brand. In this regard,
the mean value for each measure for Facebook concerning has been found which
demonstrates higher value in case of showing-offs. Additionally, most people use Facebook
just to show-off things that a group of individuals lies under the category of the undeserving
group. Here, the show on social sites is the foremost target of the people in the current digital
era because of the nature of comparability (Dix et al., 2012). On the other hand, it has been
obtained from the analysis that approximate 4.03 average deserving female candidates
emphasize the fulfillment of the order after watching on the Facebook advertisement. The
reason behind this higher ratio is the inspiration towards the buying of new branded goods
and create a feeling of love to buy the products. Apart from this, from the t-test, it has been
revealed that 136 respondents have a significant attitude towards the Facebook account
because of the deserving nature. At this point, Petersen (2012) mentioned that the nature of
deservingness is important to prefer online buying or select higher designed products because
it is based on the purchasing power of the customers. Besides this, it has been found that
brand value is an effective factor to attract consumers towards the brand on Facebook stimuli.
In this case, brand attitude is the dependent variable which is based on the attractiveness of
the consumers that shows the satisfaction with the current brand sneakers. Therefore, it
indicates that to enhance the customer's attractiveness towards the Facebook stimuli demands
a positive brand attitude and willingness to buy. Otherwise, the number of posts will not
make an impact on the customers’ buying behaviour. Furthermore, extensive brand
familiarity seeks to improve brand attitude at a higher ratio.
2.3 Evaluation of Facebook survey
According to the Facebook survey, it has been found that the majority of the
respondents as 62.3% have log into the Facebook account approximately less than an hour
ago. It shows that people are keen to access social media sites to know and remain updated
about their surroundings. In this context, Shankar, Venkatesh, Hofacker and Naik (2010)
supported that the use of public sites is a significant part of life in a current environment
otherwise the people remain unaware of the advancements and new insights. As per interest
of people towards the Facebook, 81.8% of participants check their Facebook account daily
because they want to know about happenings and mis happenings in the society, country or
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state. However, the least ratio of the respondents depicts that people are least interested in
operating the Facebook account due to the busy schedule and unavailability of the time. In
this manner, the people need time to use the social sites otherwise there is no sense to operate
the accounts because just seeing the post is not worthwhile for both users or advertisers.
Besides this, it has been found that the majority of the respondents as 19.6% less frequently
use the Facebook account. In this context, they spend only 15mins of per day on Facebook
because of the lack of time. Furthermore, the reason behind the less interest in the Facebook
account is the posting of a large number of posts on the sites which decreases the interest in
seeing all posts. Apart from this, it has also been revealed that the majority of the participants
only log in or just check the Facebook account to show that they are active on the site and
connected with the respective people. But, it is not an appropriate strategy to be connected
with people because it misses important information in only the surfing process. Thus, it
shows that the accessibility of a Facebook account is required to check the post timely basis
to remain aware of the surroundings and to be connected with the people.
3.0 Recommendations and justifications
3.1 Conclusion
Based on the report, it has been concluded that people need to be aware of the
designer brand before going to purchase because it helps to select the best products. It helps
to satisfy the needs of the people. On the other hand, it has been concluded that online
experiments are necessary for any brand to get the reviews and interest of the people
regarding a particular brand. Apart from this, it has been summarized from the Facebook
survey that engagement with social sites is important in the current era because the majority
of people use Facebook account to connect with businesses, society and the world.
3.2 Recommendations
 Based on the evaluation and interpretations, it has been found that the majority of
people use Facebook for the minimum time which is supposed to miss important
information on social media. In this case, it has been recommended that Alexander
McQueen luxury shoes should not only focused on Facebook but also post ads on
other social media accounts such as Instagram. This is the media that is frequently
used by people to communicate and post.
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 Alexander McQueen luxury shoes should not post the varied advertisements on
Facebook at one time because it becomes uninterested for the users. However, the
advertisers should repeat the ad frequently to influence the buyer. At the same time,
designer’s specific information can also be promoted to increase the interest of people
to get the product.
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4.0 References
Dix, S., Ferguson, G., Logan, K., Bright, L.F. and Gangadharbatla, H., 2012. Facebook
versus television: advertising value perceptions among females. Journal of Research in
Interactive Marketing.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour:
Effects on consumer decision-making process. International Journal of Marketing
Studies, 4(2), p.121.
Petersen, M.B., 2012. Social welfare as small‐scale help: evolutionary psychology and the
deservingness heuristic. American Journal of Political Science, 56(1), pp.1-16.
Shankar, V., Venkatesh, A., Hofacker, C. and Naik, P., 2010. Mobile marketing in the
retailing environment: current insights and future research avenues. Journal of interactive
marketing, 24(2), pp.111-120.
Zhu, Y.Q. and Chen, H.G., 2015. Social media and human need satisfaction: Implications for
social media marketing. Business horizons, 58(3), pp.335-345.
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