Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes. Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alte ....Linking Brand Equity Modelling and Measurement with Behavioural and Affective Consumer Decision Processes. Brand equity monitoring often fails to account for image-related and habit-entrenched consumer decision rules. This research takes an established brand equity monitoring tool, A C Nielsen's Winning Brands, and incorporates work on decision heuristics into it. Heuristics occur when consumers simplify their decision task using rules sub-optimal with respect to selecting their preferred alternative, but effective in terms of reducing cognitive effort. The project will conduct a meta-analysis of over 250 branding strategies followed by a new data collection and latent segmentation analysis. The result will be a more comprehensive decision support tool for brand development, focusing management actions and improving marketing efficiency.Read moreRead less
Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage. Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and ....Measuring Marketing Effectiveness: State of the Art, Current Practice and Areas of Leverage. Marketing performs a useful role in society by identifying customer needs, focusing the resources of the firm towards meeting those needs, and communicating to customers how best to access the products available to fulfill their needs. Without good metrics marketing is fragmented and ineffective. By improving the measurement of marketing effort there will be less waste, resulting in higher profits and greater focus and improved customer satisfaction within Australian markets. In global markets, Australian firms will have access to the tools necessary to assist them to better meet the needs of overseas' customers, resulting in improved export performance.Read moreRead less
The value of characteristics of Australian wheat. This project will identify the functional wheat characteristics considered by the Japanese millers when deciding what and how much to buy. It will also determine how these functional and non-functional Australian wheat characteristics are perceived by the millers compared to other countries, and determine the importance of each one of these characteristics on the final choice.
Integrating choice set formation and taste heterogeneity in market segmentation. This project develops a new model of consumer decision-making to provide managerial insights related to market segmentation, product portfolio optimisation and marketing communication strategies. The model can be specified for a particular product category using data collected from a novel elicitation instrument developed as part of this project.
Improving train flows with connected driver advice systems. The project aims to develop new train control theory to determine the efficient movement of multiple trains, and to demonstrate a practical system for coordinating trains, on busy intercity rail corridors. Railways around the world are now deploying driver advice systems developed by the research team and the partner organisation, TTG Transportation Technology. The project is designed to enable these systems to coordinate the movements ....Improving train flows with connected driver advice systems. The project aims to develop new train control theory to determine the efficient movement of multiple trains, and to demonstrate a practical system for coordinating trains, on busy intercity rail corridors. Railways around the world are now deploying driver advice systems developed by the research team and the partner organisation, TTG Transportation Technology. The project is designed to enable these systems to coordinate the movements of many trains on a congested rail network to improve timekeeping, smooth the flow of traffic, increase capacity and reduce energy use.Read moreRead less
Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the ....Dynamic relations between values and consumer behaviour: age and life-stage. This project aims to understand the complex relations between people’s life goals and their consumption behaviour, exploring age, life-stage and cohort effects. The intended outcomes of the project include a state-of-the-art interactive values-based website, basic knowledge about Australian values, values change and value-related behaviour, and business insight into value-based marketing. This project aims to apply the knowledge gained from a large scale study into Australian values and value change across the adult life-span in order to understand how people’s values influence their consumer and other decisions; providing information that will enable Australian organisations to improve their marketing activities and the nature of their promotional appeals.Read moreRead less
Real-time scheduling of trains to control peak electricity demand. This project aims to develop new scheduling and control methods that will enable railways to reduce their demand for electricity during peak demand periods, without undue disruption to the timetable.
These new methods and systems will integrate with—and expand the capabilities of—an Australian train control system that is used by railways around the world. This will enable better management of electricity within a region and be ....Real-time scheduling of trains to control peak electricity demand. This project aims to develop new scheduling and control methods that will enable railways to reduce their demand for electricity during peak demand periods, without undue disruption to the timetable.
These new methods and systems will integrate with—and expand the capabilities of—an Australian train control system that is used by railways around the world. This will enable better management of electricity within a region and better use of renewable energy sources, with significant cost savings for railways and the wider community.Read moreRead less
Profiling Accurate Segmentation Structures in Rural Communities. The proposed project has two aims - one aim is applied and pertains to Australia's rural community, and a second is methodological and pertains to methods of segmenting populations in a variety of contexts. These aims are 1) to identify a valid basis for segmenting Australia's rural community based on their choice behaviour and individual characteristics; and 2) to develop and test a staged approach for inferring market segments u ....Profiling Accurate Segmentation Structures in Rural Communities. The proposed project has two aims - one aim is applied and pertains to Australia's rural community, and a second is methodological and pertains to methods of segmenting populations in a variety of contexts. These aims are 1) to identify a valid basis for segmenting Australia's rural community based on their choice behaviour and individual characteristics; and 2) to develop and test a staged approach for inferring market segments utilising a joint approach which simultaneously accounts for individual characteristics and choice behaviour that is informed by non-parametric classification techniques to account for a variety of sources of heterogeneity, not just preference heterogeneity.Read moreRead less
Communicating Product Value: Responsible Markets and the Australian Consumer. Working towards sustainable patterns of consumption is essential to attaining sustainable development in Australia. The research will add to our understanding of how Australian consumers assess the value of environmentally or socially responsible products. It will reveal the social processes and networks which inform the attitudes and purchasing behaviour concerning these products. By enabling companies to link their s ....Communicating Product Value: Responsible Markets and the Australian Consumer. Working towards sustainable patterns of consumption is essential to attaining sustainable development in Australia. The research will add to our understanding of how Australian consumers assess the value of environmentally or socially responsible products. It will reveal the social processes and networks which inform the attitudes and purchasing behaviour concerning these products. By enabling companies to link their socially and environmentally responsible strategies to their core business, the research will facilitate the development of responsible and sustainable markets. Refining the business case for sustainability will lead to a more sustainable development in Australia.Read moreRead less
Using Mathematics to Maximize the Efficiency of Shared Infrastructure in Australia's Coal Export Supply Chain. Port Waratah Coal Services operates the world's largest coal export terminal, servicing about 14 coal mining companies in the Hunter Valley, NSW. It is responsible for around $15 billion in annual export income for Australia. The coal supply chain is a complex operation, hampered by bottlenecks in critical shared infrastructure. Such limitations are estimated to cost Australia about $2 ....Using Mathematics to Maximize the Efficiency of Shared Infrastructure in Australia's Coal Export Supply Chain. Port Waratah Coal Services operates the world's largest coal export terminal, servicing about 14 coal mining companies in the Hunter Valley, NSW. It is responsible for around $15 billion in annual export income for Australia. The coal supply chain is a complex operation, hampered by bottlenecks in critical shared infrastructure. Such limitations are estimated to cost Australia about $2 billion pa in lost sales. This project will support the design of new infrastructure and processes to ensure an efficient supply chain. The new science resulting will benefit other coal operations in Australia, and potentially other bulk goods supply chains.Read moreRead less