The brief:

Aircart is a same-day grocery delivery service bringing you fresh groceries and everyday essentials in as little as 30 minutes through a community of approved shoppers who collect your order for you from the supermarket and deliver it directly to your door.

The question is about the Internal influence of the e-Grocers (online grocery shopper):

1.Needs and motivation: How readily is the service positioned tosatisfy differentneeds or motives? What needs are being met? (for example, Maslow's Hierarchy of Needs)

2.Attitudes and perception:What are the strategic decisions marketers must make in understanding the process of perception? How can a discrepancy occur from the customer's perspective?

3.Learning:Given the profile of your persona (busy people, quite young around 25-45, could be millennials or single mom), which application oflearning theorieswould be most relevant to use in promotion? For example, reasoningversus operantconditioning? How can understanding learning prompt choice?

I also attached some answer examples and information about Aircart.

How it (will) work/Platform flow Customer Order routed A shopper orders to shopper/s accepts order Shopper Shopper pays delivers order using app Shopper shops virtual card* using app Shopper earns $Aircart marketplace Retailers Inventory Shopping Loyalty & revenue Customers Delivery Aircart shoppers Advertising Picking Search ProductsMission and Vision Our mission is to enable happier and simpler lives by offering the greatest grocery shopping and delivery experience for every household. Solution Aircart is a marketplace platform delivering groceries and essentials on-demand through a community of approved gig-shoppers. Groceries and From shops essentials you love To your door In as little as 30 minsINTERNAL INFULENCES: NEEDS AND MOTIVATION: Life Blood is a readily available service, its positioned to satisfy two main needs. EGO NEEDS: As donating or volunteering to any charity, the feelings of self-respect and pride are evoked. You feel good about yourself because you did something good. Gemma feels positive connotations due to the values donating upholds. Gemma tends to "take a holistic view to giving (they care about the total public good)" (P.245). They are motivated by their own giving, because it creates a sense of accomplishment to not only themselves but to the view it may achieve to others around them. SOCIAL NEEDS: According to the Mental Health Foundation donating can bring along a sense of belonging. Being a part of a group of people that have helped the greater community satisfies the target markets social needs. Their self-identity is conceptualised by their giving, it can create a sense of connection to others who donate. Figure 6: Maslow's Hierarchy of Needs applied to Life Blood Self-actualization: Ego needs: evokes self-respect and self-worth, pride and moral prestige Social needs: Belonging to a group of people who donate and help the greater community Safety and security needs: Physiological needs: ATTITUDES AND PERCEPTION: SENSATION: Life Blood evokes sensory receptors, primarily sight and sound. These two elements work hand in hand, and if there is not a correct balance between the two, the target market can fall into perception of unawareness and donor resistance due to their perceived barriers of first time donor anxiety.-QBHT: A component of the target markets internal influence is their perception in seeing marketing stimuli, both print and digital to promote Life Blood. The exposure of positive stimuli; people enjoying their experiences grabs the target audience's attention. Which provokes positive stimuli and alters their interpretation and any negative connotations attached to the idea that blood donating may be painful. These marketing images can be found during the information search and prompt their choice to become donors during the decision making process. SOUND: Various videos that show testimonials and where and who receives the blood donation plays a strong role. Sound is exposed in the information and evaluation of alternatives phase in the decision making process for the target market. As Youtube and Instagram are mostly visited sites and apps used by this target market, the song choice and right choice of words are vital. ATTITUDES: The marketing theory of reasoned action can be applied to this target market. Life Blood can change these attitudes with the functional approach, primarily the utilitarian and knowledge function. The service can alter the current attitude that first time donor anxiety can be helped. Life Blood's service function is to help and serve value by providing a comfortable experience for its participants. The knowledge function can be used by adhering to the target market's need to know where their blood donations are going. To reduce post purchase dissonance, Life Blood should focus on maintaining transparency about donor recipients. Beliefs about the outcome of Attitude to specific behavior: the behavior: "I will feel good Ariety about myself if I donate blood Experience that will ultimately help Positive someone else" Time consuming Inconvenience Evaluations of the outcome: "I could be sore or it could hurt but t will be satisfying to do something good" Behavioral intention: 7 am going to donate Behavior: blood" Donate blood Normative Beliefs about the behavior: Social media and my family and friends think it's a good thing to do Subjective Norms: A good thing to do Motivation to comply: "am I Helping others doing this because everyone else Saving lives thinks I should" "am I trying to uphold a moral high ground for others and my self image" Figure 6.1: Theory of reasoned behaviour applied to Life BloodFOl' 7. Internal Influences 7.1. Needs and Motivation As illustrated in the persona, the psychological trait of an Average Aussie is Achiever, whose life is structured around family and job (Strategicbusinessinsights.com, 2019). Their motivation is driven by social identity and family responsibility. They are image conscious, and are under pressure due to heavy social and funily obligations. Watching drama and immersing in the story provide a temporary get-away from their hectic life. Based on Maslow's Hierarchy of Needs (1943), SBS On Demand helps satisfy the target viewers' psychogenic, social and ego needs. For some, watching TV is a family activity, and they feel allection and belongingness which satisfies their social needs. Studies have shown that local contents or origins of a product can provide sense of connection with the brand (Jacobsen, 2011). Watching Australian local drama can stimulate sense of pride and therefore satisfy ego needs. According to Australiain media consumer survey in 2018. 58% of respondents agree that local content on streaming services is important ( Nevezie and Eade. 2018). SBS On Demand provides Australian local dramas featuring local clements that satisfy local appetites. For viewers with international backgrounds, SBS On Demand offers multicultural content that satisfy their ego and psychogenic needs. 7.2 Attitudes and Perception Sensation is an immediate and direct response of sensory receptors. It has significant impact on how people feel and think about a brand (Schiffman. 2013). For streaming service, visual and audio are the primary media for viewers' sensory receptors. so, SBS On Demand provides high definition streaming video and high-quality audio. In fact, viewers' experience starts from the website where video thumbnails play an important role. Studies suggest that thumbnails have strong impacts on browsing behaviour, and thumbnails can improve information search process (Zhang. 2014). SBS On Demand presents visually appealing thumbnails (Figure 1 1). It is recommended that SBS On Demand run A/B test on thumbnails to select the most visually appealing images.al 7305 ONDEMAND 1 Sign In Sign Lip Foutured iport Help DRAMA A WORLD OF DRAMA A COUNTERPART HARLOTS das boot DIANA POPULAR PROGRAMS JOIN THE FIGHT FORTITUDE III THE PIER the good fight Fortbed DUMA The Pin The Good For Figure 11: SBS On Demand Drumi -web page (SBS On Demand. 2019) According to Screen Australia, 25% users use smartphones to watch VOD in 2017 compared to 2014 (10) (Screen Australia, 2019). Apart from website and TV. SBS On Demand also provides mobile and tablet applications. However. the rating and user reviews on App Store is disappointingly low, averaging 2.5 out of 5 stars based on 1,200 ratings (App Store 2019). Users complained about their frustration in using the app and the annoying advertisement, bence forming a negative attitude towards the brand. Based on the "Past Attitudes are Still There" (PAST) model, initial attitude had significant impact on overall perception, and negative attitude derives negative impact on judgments (Jarvis, Tormala. & Petty 1998). If' a user has terrible experiences with SBS mobile application, it would be difficult for SBS On Demand to change their attitude. SBS should prioritise fixing its mobile app and listening to user reviews.Ratings and Reviews 2.5 1.2K. Ratings Disgruntled purc user, 23/04/2018 Clar3, 18/03/3010 Tamarama Blue, 07/10/2010 Unreliable to point of being unusualle Fix the bugs, or it's not worth the hassle Shame about the bugs I have been trying for over a week now to This Is a great klen that falls between concept watch a single show As in a single EPISODE I appreciate the free content, but this app is average in its functionality, and bug rideled in and delivery, The worst aspect is the virtual of a show. Have norees managed In get more its application. Every time I try In cast, it takis waterboarding of advertising which is on than 10 mins to scream in a single sussic man ma back to the start of the spisocks, wex more repain throughout aich program and wh more Figure 12: User Reviews (Apple App Store 2019) 7.3 Learning Watching drama is a receptive behaviour for many people and doesn't require much effort. Also. our target group are tech-savvy and brand loyal. Therefore, the classical conditioning is considered the most suitable learning theory for SBS marketing campaign. SBS On demand should create cues to attract more viewers, as individuals receiving a positive experience can reinforce their preferences, In fact. SBS had a successful integrated campaign for Handmaid's Tale (Figure 13). Handmaids were spotted wandering around Sydney, which generated a buzz for the launch of The Handmaid's Tale as many fans shared photos on social media. The campaign provided vivid visual cues for potential viewers that stimulate their desire and arouse curiosity for the drama. SBS On Demand should learn from the experience and create more successful campaigns like this. It promotes SBS On Demand and alters the brand's image from a traditional TV channel to a creative streaming service. Figure 13: Handmaids in Sydney (Sargeant. 2017)Competitive advantages On-demand Membership "Switch-on" delivery to "all" stores geographic reach Instead of next-day/week and Instead of seperate retailer No physical store setups and poor delivery windows memberships expenditures Switching cost/customer loyalty Low cost Shopper Variety of structure delivery model products No inventory, warehousing, Not limited to retailer order 1000's of groceries and essentials vehicle costs and minimal fixed picking capacity or times instead of non-perishables only costs or a limited selection Scalable delivery capacity Frictionless, easy and free Range of stores increases variety implementation for all retailersPositioning statement For mums looking to save time and effort, Aircart is a same day grocery delivery platform, delivering fresh groceries and everyday essentials in as little as 30 mins, so they can focus on more important things, because Aircart's mission is to enable happier and simpler lives by offering the greatest grocery shopping and delivery experience for every household