Consumer Behaviour Report: Game of Clones - Entertainment Piracy

This report examines the 'dark side' of consumer behavior within the entertainment industry, focusing on the increasing prevalence of digital piracy. It explores how consumers engage in illegal downloading of films and TV shows, impacting producers and online service providers. The report reviews existing literature on the topic and employs the 'Theory of Planned Behavior' to understand consumer motivations. It analyzes marketing strategies such as the 3 C's model, STP model, and franchising, recommending the STP model for segmenting and targeting consumers to reduce piracy. The study concludes that consumer piracy significantly affects the film industry and suggests that online service providers should adopt the STP model to better understand and address the issue, ultimately benefiting both content creators and service providers. The report provides valuable insights into consumer behavior and offers practical recommendations for mitigating the negative impacts of piracy.

CONSUMER
BEHAVIOUR

Table of Contents
INTRODUCTION...........................................................................................................................1
Literature Review & Framework ....................................................................................................1
Over-viewing of literature on topic.............................................................................................1
Theory for investigating problem................................................................................................2
Marketing strategies.........................................................................................................................3
Recommendations & Conclusions...................................................................................................5
REFERENCES................................................................................................................................6

TOPIC : “Game of Clones : The Dark Side of Consumer Behaviour”
INTRODUCTION
The study of the behaviour of consumers assists in the improvement of marketing-
strategies. However, the consumer behaviour has been investigated to purposefully choose the
behaviour for optimization of customer-utility, a darker side is also accounted in the customer-
behaviour (Baker and Procter, 2013). This is in context with the compulsive as well as impulsive
behaviours of consumer.
The increase in the pirating behaviour from the side of consumers is affecting the online
service-providers. So basically the chosen target market for the current report will be consumers
within entertainment industry who are indulged in the pirating of digital-entertainment content.
Furthermore, the focus of the report has been the increase of pirating in the entertainment
industry. Consumers in an illegal manner often download the films even before the release. This
hugely impact the producers as well as the online-service providers. This dark side of consumer-
behaviour has enabled them to be fearless from the threats of jail and penalty.
Literature Review & Framework
Overviewing of literature on topic
According to the opinions given by Shi and Liao, (2017), there are some common set of
elements present between the consumption's compulsive-aspect as well as the impulsive-impact.
The compulsive-behaviour takes in consideration the abnormal behavioural realm. In the world
of digital entertainment, the consumer behaviour has been experiencing abnormal changes.
These days, consumers have started to illegally download pirated shows and films which is
adversely affecting the profits of producers since people rather to save their money and watch
shows and films at home as argued by Sparks, Perkins and Buckley, (2013).
Piracy of a film and TV shows have hugely caused an economic drain on the film
industry. Moreover, the decision involved in engaging within the music or film piracy as well as
programs of television is hugely affected by the factors of decision-making. These have an
inclusion of the economic, legal, ethical and consumer-behavioural aspects. As per the opinion
given by Spiller and Belogolova, (2016), numerous amount of Australians have shifted towards
the illegal sites for downloading for the motive of saving money regarding the music, film or
any other TV show. In addition, pirated copies of games are also available to which children are
easily attracted. As stated by Vitell, (2015), more than 15 % losses have been observed by the
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sharing from pirating of films. In addition to this, internet has also proven to be attribute for the
college studenty to indulge themselves in the pirating of films. This is basically a dark side of
behaviour depicted by the consumers. Very lesser attention has been given to the undesirable
behaviours shown from the consumers.
To deal with the threat of piracy, government have enforced the usage of ample of legal
mechanisms . However, considering the rates of piracy, these mechanisms have not proven
beneficial in solving the problem effective as argued b y Wells, (2014).
So, there is a definite need to assess the of consumers in this industry of entertainment
where the individuals are getting more & more oriented towards the piracy of films.
Furthermore, as contextualised by _, government as well as the entities associated with these
have to imply advanced mechanisms & software to keep the film pirates.
Theory for investigating problem
→ Investigating the problem will further assist in finding out the appropriate solution to the
present problem. Also, in order to effectively evaluate and find solution regarding a particular
problem, a theory will greatly assist in carrying out the whole procedure. So, as per the chosen
topic, main problem to be dealt with is the dark side of consumer behaviour with particular
reference to the increasing piracy of the films, TV-shows, etc. The most effective theory that will
provide a great help to understand the consumer behaviour is the 'Theory of Planned behaviour'
which will further assist the investigator to evaluate each and every aspect of consumer
behaviour.
→ Overview of 'Theory of Planned Behaviour' : It gives an explanation about the behaviour
of individuals over which they possess the ability to impose self-control.
The dark side of customers that is their behaviour will be effectively analysed. It is basically
constructed upon 6 different constructive elements as mentioned below :
 Attitudes : The degree possessed by person to evaluate the interest behaviour either
favourably or unfavourably.
 Behavioural-norms : This includes factors of motivation that influence a person's
behaviour.
 Subjective-norms : The behaviour of the individual is either approved or disapproved as
per the beliefs of peers or other individuals.
 Social-norms :These are the standard behavioural codes within larger context of culture.
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 Perceived-power : The behavioural performance of an individual is hugely affected by
these perceived factors.
 Perceived control of behaviour : It indicates the ability of an individual to perform
according to the behaviour which is of interest.
→ Linking above theory with topic chosen :The theory of planned behaviour will provide help
in understanding the behaviour of consumers as a whole. The way an individual performs
according to the favourable & unfavourable situations will be in better way known by the
attitudes they build up with respect to same. The attitude which consumers show towards the
downloading of films from illegal sites will be studied. Usually consumers do this to save money
spent for going to a cinema to watch the same. Also, this theory will assist to know the
motivational factors which consumers get attracted to and get indulged in the pirating of films.
Marketing strategies
1. The 3 C's Model : This strategy helps in providing a competitive advantage to the
organizations. It basically consists of three components of Customer, Corporation as well as
Competitor. The organization will be able its majority focus upon its customers It also enables to
segment the target customers (UNDERSTANDING THE FACTORS INFLUENCING
CONSUMER DIGITAL PIRACY BEHAVIOR, 2016). Also, the long-term and short-term goals
will be able to build up by the effective use of corporation aspect. Also, the organization would
be able to become more competitive in nature by implying the competitor aspect.
In context with the chosen theory of Planned Behaviour, 3 C's model will provide further
assistance to target a certain set of customers whose behaviour is to be evaluated. Also, it will
enable the film fraternity and online service providers to build the long term goal of minimizing
the piracy.
The advantages of this strategy is that it enables a particular individual or organization to
develop long-term as well as short-term goals and also the customers are being focussed.
However, stating the disadvantage, it could at certain situation be negative impact for a
organization if they formulate their each and every service according to the customers. This
might turn out the service to be cost ineffective.
2. STP model : This type of marketing approach has proven to be quite familiar with the modern
marketing methodologies. Segmenting of the existing market-place could be don e on the basis
of either gender, age, personality, recreational-persuit, religious & cultural belief, etc. The
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targeting of the desired customer base is also assisted by this strategy. Also, the organizations
could further aid effective positioning of their particular service or product within the new
available market opportunities.
In context to the chosen theory of Planned Behaviour, STP will assist in targeting and
segmenting the customers who have shifted towards he illegal sites for downloading the pirated
copies of films and other TV shows. This way the segmented and targetted customers will assist
in analysing their attitudes behaviour and all aspects of the chosen theory.
The main advantage of the STP is that it aids in segmenting, targeting and then
positioning the particular product/service according to the current requirements of market. This
assists the organization to effectively deal with a targetted set of individuals in an efficient
manner (Mittal and Lassar, 2015). However, the disadvantage is that customers often get
misinterpreted regarding the service/product to be targetted or segmented. Also, if the chosen
segment is very small then, proper-maintenance of turnover would not be possible which will
directly affect the margins of the associated organization.
3. Franchising : The strategy of franchising is used to aid the growth of particular business and it
also reduces the level of involved risks. The organization who does franchising typically has to
license its associated Copyrights as well as trademarks. It engages long-term relationships. This
might also include provisions referring to particular service or product.
In context to the chosen theory of Planned Behaviour, the franchising will assist in
analysing the consumers on the basis of which copyrights will be distributed. Furthermore, in
addition to this, the online service providers as well as producers of he film or TV shows would
be able to effectively distribute the licenses to new film or show that is to be introduced.
The advantage of franchising is that the associated risks are reduced to a much greater
extent. Also, with effective franchising the service to be introduced will already have a share of
market. Henceforth, the requirement of testing the market will be omitted. The service or product
and in particular this case, customer behaviour will be affected since the film or show will be
aided to have exclusive rights enabling that customers could not use illegal sites for downloading
film. The disadvantage of franchising could be that for providing the exclusive rights and
trademarks, costs might turn out to be higher than what are actually expected. Also, another
disadvantage in context to the Franchising strategy is that sharing of profits is done. Also, there
is a certain inclusion of inflexibility as well.
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Recommendations & Conclusions
From the overall report, it could finally be concluded that, the dark side of consumers has
hugely affected the film fraternity as well as the online service providers. The reason is because
majority of them have shifted towards the pirating. Furthermore, in addition, to this the chosen
theory of Planned Behaviour will further assist in evaluating the behaviour of consumers towards
the pirated practices. Also, in addition to this, it is recommended that the online service providers
should choose the STP model. This is because the model will assist in segmenting and targeting
a particular set of customers as well as accordingly assess them to find out the necessary
modifications which need to be done for reducing the pirating practices. This way, the impact of
dark side of consumer behaviour will be properly assessed and accordingly, the benefits shall be
enternained by the producers of films & shows as well as online service providers.
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REFERENCES
BOOKS AND JOURNALS
Baker, A. E. and Procter, N.G., 2013. A qualitative inquiry into consumer beliefs about the
causes of mental illness. Journal of psychiatric and mental health nursing. 20(5). pp.442-
447.
Shi, X. and Liao, Z., 2017. Online consumer review and group-buying participation: The
mediating effects of consumer beliefs. Telematics and Informatics. 34(5). pp.605-617.
Sparks, B. A., Perkins, H. E. and Buckley, R., 2013. Online travel reviews as persuasive
communication: The effects of content type, source, and certification logos on consumer
behavior. Tourism Management. 39. pp.1-9.
Spiller, S. A. and Belogolova, L., 2016. On Consumer Beliefs About Quality and Taste. Journal
of Consumer Research, p.ucw065.
Vitell, S. J., 2015. A case for consumer social responsibility (CnSR): Including a selected review
of consumer ethics/social responsibility research. Journal of Business Ethics. 130(4).
pp.767-774.
Wells, W. D., 2014. Measuring advertising effectiveness. Psychology Press.
Mittal, B. and Lassar, W., 2015. Measuring Consumer Beliefs About Advertising: a Re-
Examination and Extension of the Bauer-Greyser Inventory. In Proceedings of the 1996
Academy of Marketing Science (AMS) Annual Conference (pp. 21-25). Springer
International Publishing.
ONLINE
UNDERSTANDING THE FACTORS INFLUENCING CONSUMER DIGITAL PIRACY
BEHAVIOR, 2016. [Online]. Available Through :
<https://dspace.spbu.ru/bitstream/11701/5170/1/Zaitceva_MT.pdf>. [Accessed On : 13th
June 2017].
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