Marketing Assignment 1: Promoting Positive Consumer Behaviour in LA

This marketing assignment focuses on promoting positive consumer behavior to improve air quality in Los Angeles. The assignment identifies a target audience of residents aged 15-40, recognizing their capacity for social change and understanding of environmental impacts. The podcast, titled "Promoting better air quality: Los Angeles," will cover the city's air quality history, pollution sources, and actionable steps for behavioral change, such as using public transport, incorporating indoor plants, and adopting solar technology. The podcast aims to engage listeners through relatable content, motivational needs, and psychological theories like the balanced theory and the tri-component theory, and peripheral route of persuasion. The practical applications of the podcast include influencing consumption patterns, motivating consumers, and improving the quality of life of residents. The assignment also includes a bibliography of academic sources used in the research.

Running head: MARKETING 0
ASSIGNMENT 1

MARKETING 1
Q.1
The topic selected for promoting the positive consumer behaviour is “promoting better air
quality: Los Angeles”. The topic has been selected with the motive to achieve the right
outcomes of improving the air quality in the best possible manner.
Q.2
The target audience for promoting positive consumer behaviour through the podcast are the
residents in the age group of 15 to 40 years. The following age group is selected because the
age-group has the good self-control mechanism to bring about a social change. It is the most
understanding age-group where they understand the implication of the bad air quality on
human health and other important activities thus resulting in positive changes at the social
spaces. According to Anderson, the age -group between 15 to 40 year has the highest self-
control power to bring about the positive change in the society (Anderson). The age- group is
also best to deal with using the right techniques in curbing the pollution.
Q.3
The topic stands out from the crowd because it focuses on promoting positive behavioural
change among the target audience so that better air quality can be promoted in Los Angeles.
The topic incorporates the environmental change thereby improving the quality life of the
individuals in Los Angeles. Unlike other topics, the topic of air quality is the most ignored
topic because breathe of an individual is taken for granted. In the recent decades, it has
become very important to secure the breath of an individual in order to secure a happy and
fulfilled life.
Q.4
The name of my podcast is Promoting better air quality: Los angles
Q.5
The first two podcast-
1. Understanding the Air quality of Los Angeles
The podcast will include the history of Los Angeles and how once the green city turned
into highly polluted city. It will also specify the sources of major air pollution in the city and
how it affects the air quality of the city.

MARKETING 2
2. Steps towards a healthy air quality: Los Angeles
The podcast will discuss the steps that can be taken to curb the issue of air quality. It will
specify the steps for the behavioural change among the target population. The steps that can
be taken will include high usage of cabs facilities other than individual cars, usage of indoor
plants to promote high air quality, and incorporating the usage of solar technology. The
podcast will be helpful in understanding the air quality of Los Angeles
Q.6
The actions taken so that the audience like the podcast is by relating the topic of the podcast
with inspirational Hollywood movies fearing the end of the world. Some of the inspirational
movies that can be taken are chasing ice, before the flood, and an inconvenient sequel.
Starting a podcast with the inspirational quote of the movie or a statement by a renowned
personality could develop the interest of the audience to further listen to the podcast. The
podcast will be designed in such a manner that target audience could be educated about the
topic with the fun element in it thus inspiring them into action.
Q.7
The motivational need the podcast fulfils is self-actualization need where the target audience
are made to realize the importance of one’ existence on the planet (Hamilton). They would be
made to realize the importance of one’s breathe that sustains one’s life and to take care of the
air quality thus resulting in better understanding between the target segment.
Q.8 the four functions of the attitude that my podcast serve is
Adjustment function-
The adjustment function that my podcast serve is promoting the greater adjustment of the
people in the surrounding resulting in higher positive changes in the society. The podcast
focuses on leaving the bad attitudes and behaviour so that the right behaviour can be
achieved. it focuses on initiating the best ways of doing things.
Value expressive Function-
The other function of the attitude that are promoted by the podcast is the attitude of
expressing values thus resulting in high ways of doing things. it will make the people more
expressive of their attitudes.
Positive attitude-

MARKETING 3
It also promotes the attitude of positivity among consumers thus resulting in better
achievement of things.
Innovative perspective-
It will also promote the innovation in the perspective of the people as they will find out
innovative ways of dealing with the things (Santoro).
Q.9
The podcast of “Promoting the better air quality: los angles” uses the balanced theory by
maintaining the cognitive consistency. Some of the values that are to be maintained is
sticking to principals of trust and promoting the well being of the individuals. In the podcast,
the immortal values that include caring for the one’s environment, effective breathing, and
opting for natural ways that include solar energy is being discussed (Hamilton). It discusses
about the ancient ways of green living thus resulting in better ways of doing things.
Q.10
The component that the tri-component theory focuses on the behavioural component. The
podcast focuses on bringing the changes in the behaviour of the target segment that includes
opting for pooling over individual driving, using indoor plants over artificial ones, and opting
for solar energy over fossil energy. It also focuses on the cognitive aspect that include
changing the psyche of the target segment so that they understand the confidentiality of the
issues.
Q.11
The peripheral route of persuasion will be used as the target segment will be persuaded by
the message that is larger than its content. The target segment will be made to understand the
importance of caring for one’s environment in the most effective manner. They will made to
realize the one’s responsibility in keeping the city green and healthy. It will also made them
realize the importance of breathing in the best quality air.
Q,12
Practical applications of the podcast-
Consumer and consumption stand-point-

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The target segment will be asked to go through a behavioural change thus achieving a better
outcome of the things. They will be asked to achieve the right ways of doing things thus
resulting in high degree of understanding (Anderson). The podcast will improve the
individual quality of life thus helping them to live a happy and balanced and fulfilling life.
Podcasting influencing-
The podcast will be influencing the target segment in the age group of 15-40 years. The
influence will result in the positive actions taken by them for themselves and the society.
Consumption activities that the podcast will affect are-
The consumption activities that the podcast will affect are cabs facilities, increased in the
purchase of the indoor plants, and revamping technology for solar energy.
Motivation for consumption-
The motivation for consumption will improve the purchase of indoor plants, solar technology,
and cab facilities. it will make the population to adhere to the positive habits of achieve the
goals.

MARKETING 5
Bibliography
Anderson, R. "The Efficient Organisation of Public Intellect: Lyon Playfair and Scottish
Education." Scottish Historical Review 98.2 (2018): 266-290.
Hamilton, G.,. "Management in Education,." Developing a coherent strategy to build
leadership capacity in Scottish education 32.2 (2018): 72-78.
Santoro, N. "Teaching Culturally Diverse Pupils: How Ready Are Scottish Student-
Teachers?. In Teacher Education for the Changing Demographics of Schooling."
springer cham 30.2 (2017): 55-8830. <https://link.springer.com/chapter/10.1007/978-
3-319-54389-5_9>.