MKG210 - Consumer Behavior: Piracy Analysis & Marketing Strategies

This report delves into the consumer behavior aspects of piracy within the entertainment industry, focusing on the reasons consumers engage in piracy, particularly concerning movies and TV shows. It identifies the target market as consumers inclined to watch pirated content and frames the problem as the revenue losses faced by entertainment service providers due to widespread piracy. The report reviews existing literature highlighting the perception of piracy as a victimless crime and the limited success of current anti-piracy efforts. It employs the Hawkins Stern Impulse Buying theory to explain the irrational, impulse-driven nature of piracy decisions. Furthermore, the report proposes three marketing strategies: leveraging social media for awareness campaigns, increasing content accessibility to reduce torrent downloads, and implementing technologies to trace and tackle illegal content distribution. The recommended strategy emphasizes enhancing content accessibility to counter impulsive piracy decisions and minimize revenue losses for entertainment providers. Desklib offers a platform for students to access this and similar reports to aid in their studies.

Running head: CONSUMER BEHAVIOUR ANALYSIS
CONSUMER BEHAVIOUR ANALYSIS
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR ANALYSIS
Table of Contents
1. Introduction................................................................................................................2
a. Overview of Topic..................................................................................................2
b. Target Market.........................................................................................................2
c. Problem/Opportunity Statement.............................................................................2
2. Literature Review & Framework...............................................................................2
a. Overview of literature on topic..............................................................................2
b. Theory/framework/Concept...................................................................................3
3. Marketing Strategies..................................................................................................4
a. Marketing Strategy 1..............................................................................................4
b. Marketing Strategy 2..............................................................................................4
c. Marketing Strategy 3..............................................................................................5
4. Recommendation & Conclusion................................................................................5
a. Recommended marketing strategy.........................................................................5
References......................................................................................................................6

2CONSUMER BEHAVIOUR ANALYSIS
1. Introduction
a. Overview of Topic
The topic that has been selected for analysis in the report is mainly related to the
piracy based activities that are performed by different users. The issues that are being faced
by the entertainment service providers. The lack of awareness among the consumers related
to the adverse effects of piracy based activities that are performed by them is an important
part of the analysis that will be made in the report (Abhishek, Telang & Zhang, 2017).
b. Target Market
The target market of the analysis that will be made in the report mainly consists of the
consumers who are more keen towards watching the pirated TV shows and movies.
c. Problem/Opportunity Statement
The problem statement that can be defined as a part of the analysis is based on the
issues that are being faced by the entertainment services providers and the losses that have
been faced due to the over usage of pirated copies of different movies.
2. Literature Review & Framework
a. Overview of literature on topic
The movie based industry has been quite successful in selling different dreams to the
consumers in various parts of the world. The digital revolution that has taken place in the
industry has been able to affect the business of movie market in a huge manner. The move
industry management has however not been able to convince the customers that the piracy
based activities that are performed by them are similar theft. The recent researches that have
been made based on this issue have been able to depict that the around 30% of the total
population in the United Kingdom had become active in different forms of piracy (Aiken et
al., 2016). The consumers have perceived that piracy related activities that are performed by
the customers do not have any effect on anyone and it is also a victimless crime. The success
rates of the ways by which the distributors and entertainment service providers are able to
provide knowledge to the consumers based on different issues that can be faced due to piracy
were quite low (Anker et al., 2015).
As discussed by Ashley and Tuten (2015), the piracy trends have a major impact on
the levels of operations of the entertainment industry and the revenues that have been gained

3CONSUMER BEHAVIOUR ANALYSIS
as well. The local distributors have been affected in an adverse manner by the piracy related
activities. The finances that are provided to the movies have been reduced to a major extent
due to the lack of proper levels of revenues. The sales process that is implemented in the
proper development of movies has been influenced by the lack of revenues due to high piracy
levels (Bakioǧlu, 2016). The distributors have also stopped taking risks based on the ways by
which they aimed at reaching the consumers within a short period of time. The previous
researches have also depicted that the lack of proper revenues have resulted to the loss of
effective levels of profits. The streaming of television content also has been affected by the
piracy based activities (Fawaz, Tagashira & Okazaki, 2018).
b. Theory/framework/Concept
As discussed by Felix, Rauschnabel and Hinsch (2017), The Hawkins Stern Impulse
Buying theory is considered to be an important framework that can be implemented for the
development of an effective understanding based on the idea related to the impulse behaviour
of the consumers. The idea based on impulse behaviour is considered to be a major aspect
that is based on the decisions that are made by the consumers. The rational purchasing based
decisions are not a part of the impulse decision making process that has been implemented by
the consumers. The external environment based factors have a major impact on the decision
making process. This is considered to be an important factor that has been able to affect the
traditional process of decision making (Fernández-Ferrín et al., 2015).
According to Matthews (2017), four different categories of impulse purchases have
been described by Stern that include, pure levels of impulse purchases, the consumers needed
to be reminded of the impulse buys, suggesting the impulse purchases to the consumers and
consumers can also make planned impulse based decisions. The theories of consumer
behaviour have an impact on the purchasing based decisions that are made by them. The
impulse purchases are considered to be an important part of the buying based patterns of that
are able to dominate their behaviour in a huge manner (Papies & van Heerde, 2017). The
piracy based activities that are performed by the consumers are considered to be an important
aspect that can be connected in an effective manner to thee theory based on impulse buying.
Piracy cannot be considered to be a rational decision that is taken by the consumers in order
to take the decisions in an effective manner. The rationality levels of decisions based on
piracy that are taken by the consumers are quite low (Fernández-Ferrín et al., 2015). Different
organizations are affected in a negative manner by the ways by which decisions are taken by
the consumers in an impulse manner. The major aspect that is related to the selection of

4CONSUMER BEHAVIOUR ANALYSIS
impulse based decision making theory is related to the lack of proper analyses before the
decisions are made. The rationality levels of the decisions made by the consumers who
perform the piracy related activities are low (Smith & Telang, 2016). The entertainment
providers have always tried to convince the consumers based on the reduction of usage of
piracy in order to watch the movies or TV shows. The entertainment industry and its
operations have been influenced in a huge manner by the lack of revenues due to high levels
of piracy. The consumers have not been able to provide their contribution to the operations
and revenues of different entertainment based organizations (Theguardian.com. 2019).
3. Marketing Strategies
a. Marketing Strategy 1
The entertainment service providing organizations can communicate with the
consumers with the help of different social media based platforms. Social media will be able
to play a major role in the development of effective communication with the customers. The
communication process is considered to be an important part of the ways by which
consumers can be made aware of the effects of piracy on the industry. The impact of piracy
on the consumers will also be communicated with the help of social media (Smith & Telang,
2016). The punishments that can be provided to the consumers in due to the piracy related
activities will be communicated to them. The levels of awareness of the negative impacts of
piracy can be increased with the help of proper communication (Wang, 2015). The pirates
have to be communicated about the outcomes of their activities on their future. The proper
use of social media platforms can increase the levels of communication that can be helpful
for maintaining the ways by which entertainment service providers are able to provide their
messages to the consumers in an effective manner within the stipulated amount of time
(Wang & McDaniel, 2019).
b. Marketing Strategy 2
The entertainment providers need to increase the levels of access towards different
content like Game of Thrones that are highly popular among different types of audiences.
The lack of proper availability of the content can have a huge impact on the drive based on
torrent download. The illegal versions of the shows are sometimes considered to be a major
alternative for the consumers so that they are able to gain access of the shows. The proper
improvement of the search related activities and features and the recommendations that can
be provided to them are able to play a major role in the reduction of download of the illegal

5CONSUMER BEHAVIOUR ANALYSIS
content (Smith & Telang, 2016). The levels of struggle that are faced by users based on the
access towards the online content are able to play a major role in increasing the downloads
that are made in an illegal manner. The organizations or service providers need to narrow
down the windows related to movie release in order to reduce the chances of illegal
downloads (Papies & van Heerde, 2017).
c. Marketing Strategy 3
The service providers and organizations in the entertainment industry need to
implement efficient technologies in order to trace the high levels of illegal distribution based
activities that are performed by the consumers in different parts of the world. The providers
of illegal content need to be traced and tackled in an effective manner in order to the reduce
the sharing of files. The watermarking methods that can be implemented by the organizations
can be used in order to analyse the providers of different online content (Fawaz, Tagashira &
Okazaki, 2018). The proper implementation of technologies can play a major role in the
proper analysis of the illegal websites that can provide the content to consumers. The ISPs or
Internet Service Providers also need to maintain a tab in order to analyse the activities based
on download of different accounts on the bandwidth (Fernández-Ferrín et al., 2015).
4. Recommendation & Conclusion
a. Recommended marketing strategy
The marketing strategy that can be implemented by the entertainment service
providers is based on ways by which access related to different types of content can be
increased. The effective increase of content will be able to play a major role in the reduction
of illegal online based activities. The increase in levels of access will be helpful in the
reduction of illegal online downloads. The concept of impulse purchase that has been
implemented by the consumers in this case can have a major impact on the illegal downloads
that are made by them. The impulsive decision making can be affected in a huge manner by
the increase in the levels of access to the required content. The organizations will be able to
take care of the impulse based decisions that are taken by the consumers. The reduction of
download based windows will also be able to decrease the ways by which consumers tend to
take decisions in an effective manner.

6CONSUMER BEHAVIOUR ANALYSIS
References
Abhishek, V., Telang, R., & Zhang, Y. (2017). Effect of Piracy on Adoption of
Technological Innovation in the Entertainment Industry. Available at SSRN 2497691.
Aiken, M., Mc Mahon, C., Haughton, C., O'Neill, L., & O'Carroll, E. (2016). A consideration
of the social impact of cybercrime: examples from hacking, piracy, and child abuse
material online. Contemporary Social Science, 11(4), 373-391.
Anker, T. B., Sparks, L., Moutinho, L., & Grönroos, C. (2015). Consumer dominant value
creation: A theoretical response to the recent call for a consumer dominant logic for
marketing. European Journal of Marketing, 49(3/4), 532-560.
Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Bakioǧlu, B. S. (2016). The gray zone: Networks of piracy, control, and resistance. The
Information Society, 32(1), 40-50.
Fawaz, R. S., Tagashira, T., & Okazaki, S. (2018, July). WHAT CAN WE LEARN FROM
TRAUMATIC EXPERIENCE? FROM THE PERSPECTIVES OF CROSS-
CULTURAL CONSUMER BEHAVIOR. In 2018 Global Marketing Conference at
Tokyo(pp. 28-28).
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Fernández-Ferrín, P., Bande-Vilela, B., Klein, J. G., & del Río-Araújo, M. L. (2015).
Consumer ethnocentrism and consumer animosity: antecedents and
consequences. International Journal of Emerging Markets, 10(1), 73-88.
Matthews, J. (2017). Film Piracy: Surfing the Internet for Free Content Provides Little
Bounty for the Collective Economy. J. Bus. Entrepreneurship & L., 10, 273.
Papies, D., & van Heerde, H. J. (2017). The dynamic interplay between recorded music and
live concerts: The role of piracy, unbundling, and artist characteristics. Journal of
Marketing, 81(4), 67-87.

7CONSUMER BEHAVIOUR ANALYSIS
Smith, M. D., & Telang, R. (2016). Windows of Opportunity: The Impact of Piracy and
Delayed International Availability on DVD Sales. Available at SSRN 2784759.
Theguardian.com. (2019). Movie piracy: threat to the future of films intensifies. Retrieved
from https://www.theguardian.com/film/2014/jul/17/digital-piracy-film-online-
counterfeit-dvds
Wang, S. Y. K. (2015). A Review Note of Piracy and Intellectual Property Theft in the
Internet Era. In Encyclopedia of Information Science and Technology, Third
Edition (pp. 1426-1434). IGI Global.
Wang, S. Y. K., & McDaniel, J. J. (2019). Piracy and Intellectual Property Theft in the
Internet Era. In Advanced Methodologies and Technologies in System Security,
Information Privacy, and Forensics (pp. 59-70). IGI Global.