TMKT 602 Buyer Behaviour Case 3 Camel Meat
Case Study – Australian Camels
This is an individual assignment. Students will work on a selected consumer behaviour topic– Australian Camels and will have to provide relevant marketing recommendations regarding attitudes and decision-making process of consumers when considering use of camel meat or milk in human diet. The weight of this assessment is 30%. The Case Study should be submitted via Turnitin link – there is no alternative way of submitting this assignment.
WRITTEN REPORT – CASE STUDY (30%)
The word limit for this assignment is 2000 words, excluding the abstract, exhibits and references, and will be worth 30% of the total unit mark. The written report is due in week 11. The written report should be submitted online, via Turnitin. Assignments not submitted via Turnitin by due date will receive no marks. There is no alternative way to submit the assignments. The cover page of this report should state the student’s name, id number, units name and code, and type of assessment.
Australia is home to a large feral camel population. They were brought to Australia from Middle East, India and Afghanistan in the 19th century for transport and heavy work in central and western parts of Australia. They were later released into the wild. Since they have no natural predators in Australia, their numbers have doubled every 8-10 years. Estimations state that between 300,000 to one million camels are roaming in the Australian outback. They cause degradation of local flora and frequently visit local farms where they consume supplies provided for local cattle, or cause damage to fences and infrastructure. They are known to consume large quantities of water, greenery, both trees and grasses, depleting the environment for indigenous species. In 2009 the Australian Feral Camel Management Project (AFCMP) was introduced to manage feral camels. In 2010 the Australian Government Department of Environment released the National Feral Camel Action Plan, declaring camels to be ‘established pests of national significance’. By 2013 the camel population was significantly reduced. Around 160,000 camels were eliminated through aerial culling (helicopters), mustering, and ground-culling (from vehicles). Their carcases were left in the desert to rot or were used for pet meat. This project was criticised by the Australian Camel Industry who perceived this to be a waste of resources. They recommend that camel population should be harvested for meat processing, pet-meat or live export stating that this reduces waste, creates jobs and is an excellent export product. Some of the main challenges in keeping the numbers of feral camels under control is high cost of freight, lack of infrastructure in remote areas, difficulties in getting permissions to operate on Aboriginal land.
The main markets for camel meat are in Europe, the United States and Japan. Live Australian camels, being disease free and of good genetic material, are occasionally exported to Saudi Arabia, the United Arab Emirates, Brunei and Malaysia. Australian camels are also used as breeding stock for Arab camel racing stables. Camel milk is another product that is has a commercial value – in 2019 over 180,000 litres of milk was sourced for human consumption. Camel milk is used to make pasteurized milk, cheese, freeze-dried milk powder, energy bars, baby shampoo, body wash and powder, soap bars, lip balms, hand, body or facial creams, scrubs and lotions.
Your task is to discover current attitudes of Australian consumers towards camel meat and milk, and to develop recommendations how to increase consumption of these products – a process that will consequently change the public’s perception about camels. They will no longer be considered as pests, but as a valuable source of good quality and disease-free protein.
For the purposes of this assignment there are several steps that need to be completed before you develop your consumer behaviour recommendations.
You will need to identify if camel meat is of high involvement or low involvement type of product. You can do this by talking to several grocery shoppers. These should be consumers that regularly buy fresh meat and milk and use it for cooking or consumption at home. Similarly, you need to learn if consumers are familiar with benefits of camel meat or milk. How and where they are looking for information (e.g. special offers, recipes) about meat, milk or other type of food products when considering to cook something new, and how much time they spend to complete their research before they decide to buy/try it, if they ever tasted camel meat, milk or any by-products. This will assist you in identifying the media channels and marketing approaches that you can use in your recommendations.
You will need to establish what is the current perception of Australian consumers regarding the camel population – do they see camels as pest or they are familiar with beneficial product attributes related to products that these animals deliver (organic meat and milk). These may be:
Australian wild camels are disease-free animals that graze fresh grass and shoots and provide an organic quality meat; richer in iron than beef; it contains less fat than other types of meat (beef, lamb, kangaroo); high quantities of vitamins C, B, D salts and minerals.
Camel milk is traditionally used in the Middle East for prevention and control of diabetes; it is known to boost immunity due to high levels of lysozyme, lactoperoxidase and immunoglobin A; perceived to be a suitable substitute for people suffering from food allergies; prevents fatty liver disease and raises HDL cholesterol (good cholesterol); contains more calcium and vitamin B1 than cow milk; tastes like goat milk, but less pungent.
Once you have established consumers’ attitudes you will develop a set of recommendations how to change or influence those attitudes through education, promotions or advertising consequently increasing the demand and consumption of camel meat and milk in Australia. These marketing solutions should be strongly linked to the consumer behaviour theories, concepts, and models. Your recommendations should be focused on the purchasing decision-making process and at which stage and how Australian consumers should be targeted with appropriate messages or marketing actions.
This is a recommended structure for the Consumer Behaviour Case Study:
- Cover page: student name & number, unit code & name, type of assessment (Case Study – Australian Camels), key words (up to five key words relevant to the content of this report).
- Abstract: provide a brief overview about the purpose of this report, key findings and recommendations.
- Table of Content
- Introduction – present the key facts about this case and explain the current issues.
- Attitudes: describe which product attitudes (completed through your primary research – interviews) have you identified – are camels recognised by interviewees as beneficial or as pests and explain how their personal attitudes are affecting their purchasing habits. Consequently, link these consumer attitudes and consequences to the current situation regarding wild and farmed camels.
- Recommendations: this section should strongly link to the identified attitudes and how they may affect their purchasing decision-making process when shopping. You need to provide a clear marketing plan how to affect and change those attitudes (depending on which attitudes you have identified). You will draw on your knowledge of consumer behaviour theories, models and concepts and provide marketing recommendations that will be viable and possible to implement. For example – education; promotions; public relations / publicity; product placement; advertising; product tasting in stores; packaging; retailing channels and similar. The most important thing is to clearly link your solutions to the identified attitudes!
- Conclusions: conclude your case study with the key ideas from your report – mention the key issues regarding identified attitudes and relevant solutions (briefly and concisely). This section should be short – only several sentences that repeat, in a very concentrated form, what you have already described earlier.
- List of references: you need to list all sources that were used in your research or citied within the text. Use the Harvard Referencing system.
- Appendix or appendices: there is no limit regarding the number or length of appendices
The mark for this assignment is 30% of the total mark for this unit. This section outlines the criteria that will be used for judging the quality of the submission.
- Case study context and problem identification
- Depth of research
- Analysis and synthesis, links to appropriate readings
- Organisation of arguments and quality of solutions
- Writing style, grammar or structural issues in written material
For more details about the assessment criteria, please check the marking rubrics bellow.