Consumer Behaviour Case Study - Auckland Theatre Company

Case Study 2.1

1. Discuss how the experience of Auckland Theatre Company relates to Maslow’s hierarchy of needs.

Based on Maslow’s hierarchy of needs, ATC seeks to create a prestigious experience to fulfill mainly the social and ego needs. Attending these formal performances allows consumers to spend time with their loved ones. At the same time, they have the opportunity to interact with the other consumers as well. Thus, group discounts were given to attract consumers to attend performances together. Big groups create opportunities for socialising after the performances which aids in satisfying ego needs as being spotted at a prestigious recreational activity gives psychological satisfaction. Consumers view theatre performances as a more prestigious pastime as compared to other kinds of activities. Being a subscriber of ATC would boost their ego needs as they would have the opportunities to meet up with the cast and understand the happenings behind the scenes. Being seen holding on to the subscription booklets will further satisfy their ego needs. Consumers will also be encouraged to give their feedbacks which were taken into consideration by ATC for future improvements. When consumers feel more involved, they tend to feel that they are of a higher status than other non-subscribers.

2. Helen Bartle’s explanation for why people attend Auckland Theatre Company’s productions is based on informal conversations with audience members, rather than formal motivational research. What benefits would Bartle gain from conducting motivational research with Auckland Theatre Company customers?

Motivational researches consist of both formal and informal researches designed to uncover consumer’s subconscious motivations and actual reasons, like emotions and attitudes, behind their product or brand usage behavior (Schiffman et al., 2011). Today’s researches are mainly focus on the subconscious mind like the study of semiotics that reveal that symbols are able to influence the subconscious mind to form emotional responses and actions (Floch, 2005).

There is no distinction as to whether formal or informal researches are better. With appropriate use, ATC will gain better understanding of their consumers and be able to develop new ideas in promotional campaigns appealing to unrecognised needs in consumers’ subconscious mind that can be found out using motivational researches. As such, more consumers would be persuaded and interested in ATC’s productions. ATC can also develop a range of variety in advertising to consumers’ important needs, in this case social and esteem need, with the analysis suggestions. At the same time, costly errors can be avoided as the research results serve as a basic orientation for consumer reactions to new ideas and advertising style. They may also serve as insights to develop better quantitative

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