Chemically Impaired Nurses - 1052 Words

Chemically- Impaired Nurses Jaime Littles Christina Mazzeo Sociology 101 Research Paper When deciding to enter the stressful and demanding field of nursing, I asked myself how will I physically, mentally, and emotionally deal with the demands of the profession? It takes a lot of long hours, knowledge of procedures and practices, and devotion to patients and their families. So how do nurses deal with the demands of their job? It has surprised me that in researching the profession that ten to twenty percent of practicing nurses have substance abuse problems. Substance abuse is defined as using excessive amounts of drugs or alcohol beyond their specified purpose. I chose to research this particular social problem†¦show more content†¦In comparing the different sociological perspectives, I believe it is important to use both micro and macro analysis to investigate this social problem. Micro analysis can be used to analyze individual problems in the nursing profession that cause many nurses to turn to drugs and alcohol. Macro analysis will look at the profession as a whole to see what can be done to improve conditions for nurses and to rehabilitate nurses who are in recovery. I personally would choose both methods because it is important to use different points of views to solve problems in our communities. When looking back 50 years, I believe that chemically impaired nursing was as much a problem then as it is today. There was less documentation back then to account for lost medication. I believe there was an assumption that nurses are respected, trusted, and would never put the patients life in danger. With all of the technology today, I believe it is a lot harder to get away with stealing medication. When administering drugs, there is a lot more documentation and security in the hospitals. Medications are secured in lock boxes which must be accessed by more than one nurse. If I were a sociologist given a grant to investigate chemically impaired nurses, I would go around to hospitals and have a group discussio n. I would ask the nurses to voice their concerns about their workShow MoreRelatedNurse Impairment And Its Effects On The Health Care Organizations837 Words   |  4 Pagesthe most critical problem, such as chemically impaired nursing practice, on a daily basis. All areas of the nursing profession are affected by a chemical dependency and the cost associated with this problem is a great concern for the health care organizations. According to Church (2000), â€Å"nurse impairment affects the safety of the public, the nurse’s well being and the profession as a whole† (p. 2). The delivery of care provided by the chemically impaired nurse lowers the standards and the prestigeRead MoreSubstance Abuse Among Nurses Essay920 Words   |  4 Pagesover the age of 18 where substance dependent (Epstein, Burns, Conlon, 2010). Many of these individuals being affected are nurses. Ponech (2000) stated that approximately 10% of the nursing population has alcohol or drug abuse pr oblems, and 6% has problems serious enough to interfere with their ability to practice (as cited in Talbert, 2009, p.17). Studies show that nurses have a 50% higher rate of substance abuse compared to the rest of the public (Epstein et al., 2010). Among the many factorsRead MoreLeadership And Issues Of Nursing1138 Words   |  5 Pages Being a nurse comes with many different duties and responsibilities. Every nursing job title plays a vital role in how a hospital runs. Nurses work together as a team to work efficiently with each other and to provide the best possible care to every patient. Nurses depend on each other to get their work done and for support along the way. Nursing students rely on current healthcare workers to teach them and show them how to function being a nurse. For example, an experienced nurse will showRead MoreSubstance Abuse and Chemical Dependency1703 Words   |  7 PagesBoard of Nursing within the next ten years for a drug related incidence. This state ment was disturbing and I decided that this topic was worthy of research, and possibly even vital to me as a future entry-level registered nurse. Among health care professionals such as physicians, nurses, dentists and veterinarians prescription medication abuse and dependence (=addiction) not uncommonly commences almost by accident as the stressed, distressed, tired, and often depressed clinician takes a dose of painRead MoreAn Intervention On Substance Use Disorder1098 Words   |  5 Pageshesitance to reporting CRNAs with substance use disorder, depending on the state, individuals may have certain legal responsibilities to report an impaired colleague. According to the AANA, â€Å"States may hold colleagues responsible for harm to patients if they fail to report a coworker in whom substance use disorder is suspected† (2016). A chemically impaired provider might give inappropriate doses in an effort to divert some of the narcotic resulting in inadequate analgesia for the patient (Luck andRead MoreNursing Shortage in the United States1680 Words   |  7 PagesStates is currently experiencing a shortage of nurses . à ¢â‚¬Å"The U.S. Department of Labor, Bureau of Labor Statistics ( 2009 ) estimated that more than one million new and replacement nurses will be needed by 2018 to meet the increased demands of the health care workforce† (). The stressful conditions under which nurses work, due in part to the nursing shortage, are among the risk factors that contribute to nurses’ abuse of illicit drugs and alcohol. Nurses are unique in that they work in an environmentRead MoreEthical Issues in Nursing1321 Words   |  6 PagesEthical Issues for Nurses Alexis Bushay HCA 322 Health Care Ethics amp; Medical Law Instructor: Jennine Kinsey August 18, 2012 Ethical Issues for Nurses Ethical issues have always affected the role of the professional nurse. Efforts to enact this standard may cause conflict in health care settings in which the traditional roles of the nurse are delineated within a bureaucratic structure. Nurses have more direct contact with patients than one can even imagine, which plays a huge role in protectingRead MoreAccountability of Nursing Professionals When Implementing Evidence Based Practice1272 Words   |  6 PagesAmerican Nursing Association (ANA) states in its code that the nurse will assume accountability for individual nursing judgments and actions. Professional nurses are accountable in several areas including accountability to the public, client, profession, employer, and self (Hood, 2010, p. 307). All professional nurses have the responsibility to work within their scope of practice to provide the best possible care to patients. Nurses’ should have a thorough knowledge about their accountability inRead MoreEthical Issues Of Nurses With Substance Abuse Disorder2444 Words   |  10 PagesEthical Issues that the Nurse, Employer, and society encounter when dealing with a nurse that is an addict Diane Jennette University of West Florida Abstract The responsibility of regulating nursing practice that ensures public safety, health and welfare and accountability to the public for proper governance falls on the State Boards of Nursing (BONs). Substance abuse is the most common disease that affects healthcare workers (Darbro, 2009). The disease of substance abuse disorderRead MoreEvidence-Based Practice and Applied Nursing Research Essay2938 Words   |  12 PagesUniversity Evidence-Based Practice and Applied Nursing Research Article critique Sayre, M.M., McNeese-Smith, D., Leach, L.S., Phillips, L.R. (2012). An educational intervention to increase â€Å"speaking-up† behaviors in nurses and improve patient safety. Journal of Nursing Care Quality, 27(2), 154-160. AREA|METHOD OF REPORT (HOW IT WAS ADDRESSED)| 1. Background information2. Review of the literature3. Discussion of methodology4. Specific data analysis5. Conclusion |Ø

Why Should College Shouldn t Be Free - 1375 Words

Universities used to be a privilege for most academic students to attend and it was very affordable, but currently the price per year to attend college has drastically increased. For instance, in the â€Å"1970’s the average cost was 10,000 dollars a year and today the average cost is 30,000 dollars a year† (CQ Researcher). This is a triple increase in the price per year to attend college. Allowing this increase on college tuition has impacted the student’s attendance rate. This is a significant financial burden for college students and their family. Some believe that college shouldn’t be free because we are risking the value of college education, while others think it should be free because we are trying to avoid having our upcoming generation†¦show more content†¦If college tuition diminished then perhaps fewer students wouldn’t be in debt. According to Rick Staisloff, â€Å"lower cost education would require fewer degree programs, appro priately larger class sizes, less research at non research institutions and more streamlined and efficient administrative services† (CQ Researcher). In other words even if college tuition does lower, it would decrease student’s options toward majors and class space. Not only is the cost of college education increasing, but also financial assistant is decreasing, which is more money out of student’s pockets. Many situations like this are why students tend to work full time, while they are in school. Many students try to avoid being in college debt by working full time in addition to being a full time student. This is not a bad idea, but it is a rough battle because they are trying to make a certain amount of money per week to pay their bills and still in need of time to study. This works out for some students, but not for all. Some students that take part in this role end up with a low GPA or even dropping out of college. The states have noticed the increase of college students in debt after graduating. Therefore, to avoid this they’ve created a work-study program. The work-study program consists of students working part-time while they attend school. The money that they are making is going towards their college loans, or the tuition itself as aShow MoreRelatedAnalysis Of Stephen Chbosky s The Catcher Rye And F. Scott Fitzgerald And Tennessee Williams1460 Words   |  6 Pagesalso wrote a summary on why Stephen s book states that, â€Å" Chbosky only wrote one book th at was shunned from public schools†(Banned 8). After reading Erin s banned book summary she stated why she felt the book should be banned. She believed that Stephen s use of sex was unnecessarily for children to read, but she did believe that high school student should be allowed to read the book in school. She also stated â€Å" I believe that the book The Perks of Being a Wallflower should be banned in schools suchRead MoreMaking The Law Fair While Saving Lives1740 Words   |  7 PagesMaking the Law Fair While Saving Lives Ninety percent of the alcohol consumed by youth under the age of 21 in the United States is in the form of binge drinking (McCardell). Lowering the drinking age is a big topic among younger adults and concerned college parents. Being 18 people serve in the military and they are known as adults. People 18-20 have to hide when they are drinking which makes them thrive to drink and party more but it s dangerous. This is called binge drinking which is landing themRead MorePublic And Private Universities Should Be Free For All Students978 Words   |  4 Pagesfrom him, as if it had assaulted him. I knew at that moment I wasn’t going to my dream college. â€Å"Maybe I can just put college off for a year?† I asked timidly. â€Å"No†, my father said firmly. â€Å"You need to go to college. Having a degree makes life easier, so you need to do it.† As I finished my first year at my second choice college, that statement my dad made bothered me. If college is so mand atory for success, why is it so difficult for middle and lower class individuals to receive this tool for successRead MoreShould College Athletes Be Paid?971 Words   |  4 Pages College is about getting an education and creating a better future for yourself, not about making money. Nowadays some college athletes think they re all that and should be paid for the sport they play. It seem to be that there forgetting that they already get to go to college for a discounted price or in some cases for free. College athletes think they should get paid for all there services they provide to the school and the revenue they bring in. First, how are colleges going to pay theRead MoreShould College Be Free College?1614 Words   |  7 Pagescandidates because of his belief that tuition and cost of living at public colleges and universities should be free. Free college has become one of the most talked about policy proposals on the campaign trail, but questions surround the policy, such as how it would work, how much it would cost and how it would affect students (Rhatican). Most colleges bundle their prices in terms of tuition and fees. In 1995, tuition for private colleges was around 14k, for Public out of state it was around 7k and for publicRead MoreShould College Athletes Be Paid?1241 Words   |  5 Pagesin 5 of the past 10 Final Fours. College Basketball has gained what sports analyst over at ESPN, Stephen A. Smith has described as a â€Å"Cult Following†. Every year you see high school Phenom’s like: Ben Simmons (76ers - Pro), Jaylen Hands (UCLA – Collegiate), Kyrie Irving (Cavaliers - Pro), and Jahlil Okafor (76ers – Pro) attend these institutions; play a season of college basketball and then go straight to the Pro’s. So, why are these athletes attending college? Why spend 9 months at an institutionRead MoreWhy College Athletes Should Get Paid1309 Words   |  6 PagesEbeling 1 Austin Ebeling English 115 Why College Athletes Should Get Paid And Why They Shouldn’t November 18, 2014 Ebeling 2 Intro: How much harder would athletes work if they were paid for their performance on the field, track, or court? College athletes are put to the test each and everyday, they risk their health to entertain millions day in and day out. College athletes deserve part of the money due to the revenue they bring in for their schools and for the NCAA, they deserve theRead MorePursuing The American Dream Of Graduating College Essay1241 Words   |  5 PagesPursuing the American dream of graduating college can be the best feel ever but it can also cost a price. College tuition is increasing more and more every year due to the fact of the rising economy. With student want to be successful in life they will need an education to a degree, which will land you a decent job in life. The problem is when the cost of gaining that degree outweighs the financial advantage to the career. Many of people are not able to pay for college out of their pocket. The result ofRead MoreShould We Put Guns On Our Campuses ?954 Words   |  4 Pagesteachers the principal and the school psychologist. The shooter age twenty is responsible for this massacre. This has every school in America asking the question, should we put guns on our campuses? No, you shouldn t though it sounds like a great idea now you must think about the future impact in would have on the student population. College campuses are having an especially hard with this considering the age group in which their student body lies. If this law was passed campuses around America wouldRead MoreThe Pro Life Supporters Believe Abortions1602 Words   |  7 Pagesgot older and realized I wanted to become a doctor, my views changed on this topic because I now knew I wouldn t be able to tell someone what they could or could not do with their body. I also knew even if abortions are morally wrong in my eyes, it does not mean that they are wrong for everyone because we all have a different life growing up, different beliefs and views, and this is wh y we argue, or debate over issues and come to a compromise. The pro-life supporters believe abortions is wrong because

Renal Disease and its Aspects-Free-Samples-Myassignmenthelp.com

Question: Please Explain why Hypertension causing Kidney Disease. Compare two Options for treatment. Answer: This essay focuses on the pathophysiology, clinical symptoms and treatment procedures of end stage renal disease with respect to the medical reports of a patient. Relationship between pathophysiology and clinical symptoms- The patient is suffering from end stage kidney disease in which the kidneys barely function. In case of end stage renal failure, the rennin-angiotensisn-aldosterone-system (RAAS) gets abnormally upregulated. The enzyme rennin cleaves angiotensinogen to angiotensin I, which is converted to angiotensin II. Upregualtion of RAAS leads to increase in the production of angiotemsin II. There is an increase in intra-glomerular pressure. Hypertension, glomerulonephritis and diabetes are the most common cause of this condition (Jha et al., 2013). Increase in blood pressure leads to thickening of the vasculature (Coresh et al., 2014). The protein metabolism products begin to accumulate in the blood when the kidney stops functioning. This leads to waste buildup. With decline in kidney function, urea begins to accumulate and leads to a condition uremia. Accumulation of fluids in the body leads to edema (swelling of tissues) (Tomino, 2014 ). The other most common symptoms are increase in blood pressure (more than 120/80 mmHg), elevation of potassium levels in blood (greater than 5.0 mmol/L), hyperphosphatemia (reduction in phosphate excretion), hypocalcemia, higher creatinine volume due to low glomerular filtrate, calcification of vascular tissues. Failure to excrete excess amounts of potassium leads to an increase in its levels. This condition is called hyperkalemia. This increased level manifests itself in the form of numbness, weakness, nausea and slow pulse. Excess potassium levels make a patient more prone to cardiac arrest. Decrease in urine output (720 mL/ day compared to 800-2000 mL/day) is another major symptom. Abnormally elevated levels of serum creatinine (825 compared to 135 micromol/L) is a direct consequence of low glomerular filtration rate. Obesity is a major risk factor in case of chronic kidney disease. It is also associated with a high heart rate (HR- more than 80 bpm), crackels in the lungs (Gans evoort et al., 2013). Chronic kidney disease also causes muscle fatigue and makes a patient feel exhausted. This is due to failure in proper oxygen circulation in the body. Signs of depression are extremely common in such patients. Several studies have established links between depression and uremia. The patient has normal sodium levels in the blood. However, a sodium rich diet will increase complications in the body. This disease is also associated with uremic pruritus. The patients suffer from itching syndrome. The normal hemoglobin count ranges from 130-180 g/L. However, a renal patient suffers from anemia (low red blood cell count). Certain psychiatric issues like agitation, palpitation, malaise and somnolence may also develop in case of extreme renal failure. Therefore, the symptoms and biochemical test reports of the patient in this case study are manifestations of kidney failure. Relationship between medical history and renal condition- The patient has a medical history of hypertension, depression and seasonal rhinitis. Hypertension is a leading cause of end stage renal failure. The blood vessels in the body are damaged due to high blood pressure (Hall et al., 2014). The arteries become narrow and hard. Therefore, there occurs a reduction in blood supply to the kidneys. The nephrons do not get nutrients and oxygen in adequate amounts and the balance of salts, acids and hormones in the blood gets disturbed. Kidney failure often leads to development of allergic symptoms like runny nose, which resemble rhinitis conditions. Seasonal rhinitis is a nasal tract inflammation that occurs during specific periods of the year. It is caused due to hypersensitive reactions to pollens, weeds, spores or grasses. There is a close relationship between chronic kidney failure and symptoms of depression. The possible cause for this association might lie in the fact that depressio n leads to inflammation in the body and such inflammations accelerate the progress of kidney failure (Tomino, 2014). A study suggests that depression is more prevalent in patients who are on the fifth stage of chronic kidney failure (end stage kidney disease). The patient also shows a history of alcoholism and smoking. Prolonged smoking reacts with drugs used to treat hypertension and reduces the flow of blood to the kidneys. It also increases the risks of cardiac attacks in people suffering from hypertension. This worsens their condition. The patient also reports consuming 6 stubbies of heavy beer every week. Excess consumption of alcohol interferes with the kidneys ability to filter blood. It also disturbs the balance of fluids and electrolytes in the body. It leads to hepatorenal failure and liver cirrhosis. It also increases blood pressure, which is again associated with chronic kidney damage. Therefore, it can be stated that the patients medical and social history have aggravat ed his renal failure. Management of end stage renal failure- Several treatment options are available, which help in reversing the function of damaging kidneys and purifying the blood. Most patients with end stage renal disease are treated with hemodialysis and renal transplantation (Liyanage et al., 2015). In hemodialysis, an artificial kidney machine or dialyzer is used to restore the balance of electrolytes and to purify the blood. The walls of the dialyzer are made up of cellulose (semi-permeable membrane) and contain pores of different sizes. Solute diffusion across the semi-permeable membrane is its basic mechanism. This membrane separates the two compartments inside the machine (one for washing the fluids, the dialysate compartment and other for blood purification). The concentration gradient across this membrane is maintained by counter-current mechanism (Robinson et al., 2016). Alteraton of hydrostatic pressure inside the dialysate compartment leads to ultrafiltration. Blood from the patient is se nt to the machine by a synthetic graft or an arteriovenous fistula in one arm. The purified blood is returned to the person through the same arm. Hemodialysis is of different types depending on the severity of the disease. Patients can opt for in-centre hemodialysis, daily home hemodialysis or nocturnal home hemodialysis. Certain complications and risks are associated with this procedure. The hand with the arteriovenous fistula can experience some numbness, which can lead to a condition called steal syndrome (Coresh et al., 2014). Other complications like formation of aneurysm, narrowing or clotting of the vessel may also occur. Infection and bleeding are prevalent risks. It creates some adverse mental effects like fatigue, anxiety, depression and increased vulnerability to suicide on the patient as well. Renal transplantation is another effective treatment option. Its success depends on the medical conditions of the kidney donor (Liyanage et al., 2015). A functional kidney is inser ted in the lower portion of the abdomen and connected with the urinary bladder and blood vessels (Muzaale et al., 2014). Several immunosuppressants are prescribed to the patient, which will prevent the immune system from rejecting the donated kidney. Transplantation is considered more effective than hemodialysis and shows better survival chances. Its major complications are abscesses in the walls of the abdomen, abdominal hernia, urinary fistulae and rejection by immune system. Cognitive behavioral changes and depression are associated with this method. Therefore, it can be concluded from the essay that there are several factors which increase the risk of end stage renal disease. The electrolyte balance in the body gets disturbed and the person has to opt for rigorous treatment procedures. References Coresh, J., Turin, T. C., Matsushita, K., Sang, Y., Ballew, S. H., Appel, L. J., ... Green, J. A. (2014). Decline in estimated glomerular filtration rate and subsequent risk of end-stage renal disease and mortality.Jama,311(24), 2518-2531. Gansevoort, R. T., Correa-Rotter, R., Hemmelgarn, B. R., Jafar, T. H., Heerspink, H. J. L., Mann, J. F., ... Wen, C. P. (2013). Chronic kidney disease and cardiovascular risk: epidemiology, mechanisms, and prevention.The Lancet,382(9889), 339-352. Hall, M. E., do Carmo, J. M., da Silva, A. A., Juncos, L. A., Wang, Z., Hall, J. E. (2014). Obesity, hypertension, and chronic kidney disease.International journal of nephrology and renovascular disease,7, 75. Jha, V., Garcia-Garcia, G., Iseki, K., Li, Z., Naicker, S., Plattner, B., ... Yang, C. W. (2013). Chronic kidney disease: global dimension and perspectives.The Lancet,382(9888), 260-272. Liyanage, T., Ninomiya, T., Jha, V., Neal, B., Patrice, H. M., Okpechi, I., ... Rodgers, A. (2015). Worldwide access to treatment for end-stage kidney disease: a systematic review.The Lancet,385(9981), 1975-1982. Muzaale, A. D., Massie, A. B., Wang, M. C., Montgomery, R. A., McBride, M. A., Wainright, J. L., Segev, D. L. (2014). Risk of end-stage renal disease following live kidney donation.Jama,311(6), 579-586. Robinson, B. M., Akizawa, T., Jager, K. J., Kerr, P. G., Saran, R., Pisoni, R. L. (2016). Factors affecting outcomes in patients reaching end-stage kidney disease worldwide: differences in access to renal replacement therapy, modality use, and haemodialysis practices.The Lancet,388(10041), 294-306. Tomino, Y. (2014). Pathogenesis and treatment of chronic kidney disease: a review of our recent basic and clinical data.Kidney and Blood Pressure Research,39(5), 450-489.

Taronga Zoo Essay Example For Students

Taronga Zoo Essay University of Technology Sydney Faculty of Business Pricing and Revenue Management Assignment By Gary Anderson (10543546), Robert Baker (10630426), Angela Chan (11080456), Fred Duarte (10796086), Mary Levy (10803928) Prepared for Dr Christine Ebling Due Date: 27th May 2010 CASE REPORT FOR TARONGA ZOO By Anderson Baker Chan Duarte Levy Associates (ABCDL) Contents 1. Taronga’s Zoo’s Strategy1 1. 1Strategic Approach Price Position1 2. Current Analysis of Taronga Zoo’s Market2 2. 1Willingness to pay2 2. 2Consumer Behaviour and Current Pricing2 3. Pricing Decision and Future Pricing Recommendations4 3. 1Pricing for Families4 3. Pricing for Couples4 3. 3Increasing Repeat Visitation4 3. 4Managing Flow of Visitors5 4. Implementation and 4P’s6 5. References7 6. Appendices8 Taronga’s Zoo’s Strategy Our vision is to inspire Australians and our visitors to discover, explore, delight in and protect our natural world† Taronga Zoo Vision Statement (C lements 2009, pg4) 1. 2 Strategic Approach Price Position Secondary research was used to establish Taronga Zoos competitors (Appendix 1), and their pricing versus Taronga Zoo, this provided an initial indication of Taronga Zoo’s price positioning in the market as a premium priced visitor attraction (Appendix 2). We will write a custom essay on Taronga Zoo specifically for you for only $16.38 $13.9/page Order now This was confirmed through primary research, in the form of an online questionnaire (Appendix 3 4). Refer to (Appendix 5) for key conclusions from this research. The design of Taronga Zoo’s marketing mix also reflects a premium position: 1. Outstanding product with extensive service and offerings. Although they have not made many changes with the animal exhibits they have innovated with items such as the twilight walk and roar and snore (Appendix 6). 2. Taronga Zoo’s price is constantly high versus their competitors and they generally have minimal special offers. 3. Exclusive Distribution: Only two locations, Mosman/Dubbo; limited ticket distribution channels, the website (via Ticketek), Taronga Zoo, Circular Quay Ferries and Captain Cook Cruises. 4. Heavy investment in their communication strategy with a targeted media selection. Taronga Zoo spent $88 million in 2009 on media covering a combination of television (82%), print (17%) and radio (1%) (Appendix 7). A SWOT analysis of the current price positions raised the following key points (Appendix 8): * Strengths: Established premium price positioning; strong price segmentation; and an on-line pre-pay option. Weaknesses: Lack of repeat visitation; lack of yield management; and lack of value communication; lack of price discrimination. * Opportunities: Repeat visitation pricing incentives; price bundling; and off-peak pricing. * Threats: Competitor pricing; and competitor discounts. Current Analysis of Taronga Zoo’s Market 1. 2 Willingness to pay Actual willingness to pay (WTP) may be diff erent to the hypothetical WTP when customers visit the Zoo with their families. A price premium is a privilege given to products that are capable of providing useful benefits for consumers. When consumers find those benefits valuable, the level of their acceptance of the price for the product becomes higher (Shirai 2010, pg 184). This holds true for Taronga Zoo as primary research shows they have a premium price and hold a high perceived value which forms a competitive advantage. Consumer Behaviour and Current Pricing Target segments have been based on the origin of visitors taken from the 2009 Annual Report (Appendix 9). When considering price perception it is important to separate these segments. Sydney Residents (51%) Cain and Meritt Jr. oted that surveys for metropolitan Zoos and Aquariums, showed that families with children were the most likely to visit Zoos (2006, p. 7. ). Taronga’s local marketing and primary research, supports that families and visitors with children form a core target segment with 50% of respondents visiting the Zoo with children aged from under 4-17. Primary research indicates that price is an important factor in the purchase decision, coming above the needs of entertainment for kids, implying the need to provide value for families (Appendix 10). It also suggests that admission prices are considered high during the pre-purchase phase, with respondents selecting a lower price for each of the admission levels (Appendix11). However Taronga Zoo reports that overall satisfaction with price was high during the purchase/post purchase stage (Appendix 12). Motivational drivers coupled with the potential emotional ramifications of disappointing their family or partner may affect these reference prices resulting in a new adaptation level due to this immediate focal stimuli. Reference prices can be made up of several components: the price most frequently charged; the price which the consumer last paid; the price of the service the consumer usually buys; the average price of similar services; the perceived quality of the service (Coalter 2004, pg 74). This may explain these lower pre-purchase reference price, as Taronga Zoos competitors charge less and primary research indicates this is an infrequent purchase. Taronga offers full price adult and child admissions plus a separate family rate, which is advertised under discount admissions (Appendix 2). Prospect theory suggests that the family pricing would be more effective if the gains were highlighted by promoting the saving, as all transactions involve some form of risk and can be seen as a balance of losses and gains (Schiffman et al 2008, pg162). Prospect theory also suggests that discounts should be applied to most consumers, yet none is available for families of one child and two adults. Domestic Visitors Intra and Interstate (21%) Tourism Australia in their report on Nature Tourism, identified domestic overnight visitors as adult couples 31% and families 31% (2009, p. . ). This corresponds with Tourism NSW data that showed in 2009 only 18% of visitors to Sydney were family groups (2010, p. 1. ). Yet Taronga Zoo offers no discounts to couples and marketing is focused on families, though there are a number of new programs that would cater for the couples market such as the twilight walks. Primary research has not provided sufficient information to draw further conclusions ab out domestic tourists see (Appendix 13) for further recommendations. International Visitors (28%) Tourism data indicates that there will be a shift in international visitor demographics over the next 8 years (Appendix 14). Primary research has not provided sufficient information to draw conclusions about how this change in the origin of international tourists would impact pricing expectations see (Appendix 13) for further recommendations. Repeat Visitation Secondary research indicates there is a lack of repeat visitation (Appendix 15), yet this should form an important revenue stream for Taronga Zoo. Repeat visitors not only represent a stable source of revenue, they also act as informally networks linking friends, relatives, and other potential visitors (Reid Reid 1993, pxx). Currently the only discount available for repeat visits is as a Zoo Friends member, which offers unlimited free entry into both Taronga and Western Plains Zoo for 12 months (Appendix 16). The annual report indicates that Zoo Friends only contributed 4% of Admissions Revenue (Clements 2009). Primary research also indicates hat the Zoo Friends program is not well known among target segments, with less than 2% of respondents replying that they were members of the Zoo and 4% of non-members responding they weren’t aware you could become a member (Appendix 17). Pricing Decision and Future Pricing Recommendations ABCDL’s research indicates that Taronga Zoo appear to be targeting the correct segments, however there are a number of areas they should consider developing more pricing tactics. 1. 2 Prici ng for Families Current advertising for family admission fails to highlight the gains of the discount. Pricing should also be reviewed as the current discount is less than the price of one admission, ABCDL propose that the new price should be equivalent to one free child admission and that this should be highlighted a gain. In addition, a second level of family pricing should be introduced to accommodate families with one child, and to match competitor-pricing tactics. Price Bundling tactics can also be used to create a gain as this will also fit with the current premium price position by not devaluing the current product pricing. Currently bundling only includes ferry transport, ABCDL propose this should be extended to offers that are more enticing to local families many of whom will be travelling by car. Options may include * Family Ticket Bundling that includes Parking * Family Ticket Bundling that include Food Offers, such as 2 kids meals * Family Ticket Bundling with the Wild Aussies Children Shows 1. 2 Pricing for Couples There are no incentives for couples wishing to visit the Zoo at present yet they represent a key demographic among interstate visitors to Sydney. .u641f8e9cdcdd8ab453c46b067366bf54 , .u641f8e9cdcdd8ab453c46b067366bf54 .postImageUrl , .u641f8e9cdcdd8ab453c46b067366bf54 .centered-text-area { min-height: 80px; position: relative; } .u641f8e9cdcdd8ab453c46b067366bf54 , .u641f8e9cdcdd8ab453c46b067366bf54:hover , .u641f8e9cdcdd8ab453c46b067366bf54:visited , .u641f8e9cdcdd8ab453c46b067366bf54:active { border:0!important; } .u641f8e9cdcdd8ab453c46b067366bf54 .clearfix:after { content: ""; display: table; clear: both; } .u641f8e9cdcdd8ab453c46b067366bf54 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u641f8e9cdcdd8ab453c46b067366bf54:active , .u641f8e9cdcdd8ab453c46b067366bf54:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u641f8e9cdcdd8ab453c46b067366bf54 .centered-text-area { width: 100%; position: relative ; } .u641f8e9cdcdd8ab453c46b067366bf54 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u641f8e9cdcdd8ab453c46b067366bf54 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u641f8e9cdcdd8ab453c46b067366bf54 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u641f8e9cdcdd8ab453c46b067366bf54:hover .ctaButton { background-color: #34495E!important; } .u641f8e9cdcdd8ab453c46b067366bf54 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u641f8e9cdcdd8ab453c46b067366bf54 .u641f8e9cdcdd8ab453c46b067366bf54-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u641f8e9cdcdd8ab453c46b067366bf54:after { content: ""; display: block; clear: both; } READ: The Progressive Era EssayABCDL propose that price bundling be introduced for adult couples, such as partnering with another venue or Taronga product: * Purchase two adult tickets and receive a 10% discount on the Twilight Walk. * Introduce a Zoo Supper – purchase two adult tickets for day pass bundled with evening dinner. This could be good for couples who visit zoo in the afternoon. 1. 3 Increasing Repeat Visitation Research indicates repeat visitation needs increasing and that the current membership program is not well advertised or considered an option by many. ABCDL propose that more promotion be developed around the existing membership program to raise awareness. Secondly, that alternative loyalty programs be introduced for those unwilling to pay upfront for an annual pass. * Club card – spend more than $260. 00 on admissions and Zoo merchandise and receive a free family pass (two adults with two children). * Discount vouchers – 5% off your next purchase * Purchase ten adult tickets and receive the eleventh ticket free 1. 4 Managing Flow of Visitors Temporal Pricing The Zoo like many venues is affect by daily fluctuations in visitor numbers with weekdays having less visitors than weekends, and late afternoon see less new entrants to the Zoo. ABCDL propose that the Zoo consider introducing temporal pricing, whereby weekday admissions are lower than weekend and that admission after 3. 30pm is half price. Yield Management Taronga Zoo opens almost everyday of the year, and visitation is seasonally dependent. As indicated in the primary research weather is a key component of the decision process to visit the Zoo, yet no seasonal price differentiation is offered. In addition, many exhibits are shut for renovation in quieter periods of the year. To encourage visitors in the off peak season of late autumn through to early spring, ABCDL proposes Taronga Zoo introduce Yield management pricing. Namely, that they offer lower admission prices in the cooler months, this price would be competitive against other indoor attractions, while maintaining its premium positioning. Pay What You Want Trial Secondary Research has shown that Taronga Zoo visitation is both seasonally and affected by school holidays. Regardless of this fluctuation, the Zoo has sunk costs it needs to recover. ABCDL propose a Pay-What-You-Want (PWYW) trial in an off-peak period. PWYW is a participative pricing model in which a buyer’s control over the price setting is at a maximum level; the buyer can set any price above or equal to zero, and the seller cannot reject it. The benefits to the Zoo can be; (1) attracting new customers, (2) accounting for customer heterogeneity and providing differentiated pricing and (3) providing useful information on customer willingness-to-pay. Kim, Natter Spann, 2009). 1. Implementation and 3P’s ABCDL recommends the implementation of the remaining 3 P’s of marketing to complement the pricing recommendations above, a detailed outline is included in (Appendix 18) with a summary provided below: Product * New family ticket for 2 adults and 1 child * Introduction of Zoo Supper * New loyalty programs * More product bundling as outlined in recommendations Place * Dev elopment of the Zoos own e-commerce site for ticket sales Promotion In line with its premium price position, the Zoo should plan a new media campaign to communication these additional price offers to its target markets. This should include selected print media, such as Sydney’s Child, The Australian, Sydney Herald and Sydney Telegraph. Supported by selective use of radio advertising and targeted TV PR, through programs such as: Sydney Weekender; Getaway; and Better Homes and Gardens. Additional promotional activity should include: * Communicating offers through park signage advertising the new pricing offers * Communication through marketing collateral such as admission ickets, additional posters, take home pack for targeting families with children, loyalty cards * Promotion of Free child admission with family pass (2 adults + 2 Child) * Off peak advertising messages – â€Å"Avoid the Crowds† * Direct marketing to Zoo database of bundles, loyalty offers etc * More emphasis on unique features such as zoo- petting and flight shows * More promotion of other Zoo programs and price bundles such as Twilight Walk * Clear communication of gains and savings on current price list communications * Emphasis on value in communications â€Å"Full day at the Zoo† References ABS 2008, 3235. 0 Population by Age and Sex, Regions of Australia 2008, Australian Bureau of Statistics Canberra, viewed 1 May 2010, http://www. abs. gov. au/ausstats/[emailprotected] nsf/Products/3235. 0~2008~Main+Features~New+South+Wales? OpenDocument Cain, L. P. and Meritt, D. A. 2006, The Demand for Zoos and Aquariums, Cambridge University Press, New York Clements, Z. M. R. a. D. 2009, Taronga Zoo Conservation Society Board 2009 Annual Report, Sydney. Coalter, F. 2004, Reference Pricing: Changing Perceptions of Entrance Charges for Sport and Recreation, Journal of Managing Leisure, Vol 9, pp. 3-86 Department of Resources, Energy and Tourism (2010), Key Facts – Tourism, DRET, Canberra Kim, J. Y. , Natter, M. , Spann, M. 2009, Journal of Marketing, Vol. 73, no. 1, pp. 44-58 Reid Reid Schiffman, L. , OCass, A. , Paladino, A. , Ward, S. , Kanuk, L. 2008. Consumer Behaviour 4th Ed. , Pearson Education, Sydney Shirai, M. 2010, Analyzing Price Premiums for Foods in Jap an: Measuring Consumers’ Willingness to Pay for Quality-Related Attributes, Journal of Food Products Marketing, Vol. 16, no. 2, pp. 184-198. Tourism NSW 2010, International Travel to NSW Year End December 2009, TNSW, Sydney Tourism NSW 2010, Travel to Sydney Year End December 2009, TNSW, Sydney Tourism Research Australia 2009, Nature Tourism in Australia 2008 Snapshot, TRA, Canberra Appendices Appendix 1: Direct and indirect competitor set9 Appendix 3: Value of attractions9 Appendix 5: Key conclusions from primary research10 Appendix: Characteristics of marketing mix in a premium price positioning11 Appendix: List of innovative products11 Appendix 8: Media Coverage12 Appendix 9: SWOT Analysis13 Appendix 10: Origin of visitors to Taronga Zoo14 Appendix 11: The top five most important reasons for visiting zoos:14 Appendix 12: Reference Pricing14 Appendix 13: Visitor Customer Satisfaction Levels – 12 month average:15 Appendix 14: Limitations and Further Research Requirements15 Appendix 15: International visitors16 Appendix 16: Taronga Zoo Visitor Numbers17 Appendix 17: Zoo Friends Pricing19 Appendix 18: Membership and Awareness of Zoo Friends Program19 Appendix 19 – Detail 3P’s Implementation20 Appendix 1: Direct and indirect competitor set Source: ABCDL Desk Research, 2010 Appendix 2: Competitor Pricing as of 30th April 2010 Source: www. taronga. org. au, www. myfun. com. au, and www. featherdale. com. au. Appendix 3: Value of attractions How would you rank the value the following attractions for value 1 being the worst value and 10 being the best value? | Answer Options| 1| 2| 3| 4| 5| 6| 7| 8| 9| 10| Rating Average| Taronga Zoo| 3| 4| 8| 11| 44| 29| 30| 24| 12| 8| 6. 14| Sydney Bridge climb| 10| 15| 16| 18| 28| 20| 18| 22| 5| 21| 5. 65| Powerhouse Museum| 8| 6| 17| 11| 47| 24| 26| 21| 8| 5| 5. 58| Sydney Aquarium| 8| 8| 14| 12| 60| 21| 22| 18| 5| 5| 5. 39| Maritime Museum| 7| 11| 19| 19| 59| 20| 16| 11| 2| 9| 5. 12| Featherdale Wildlife Park| 10| 18| 13| 14| 53| 19| 24| 15| 5| 2| 5. 5| Luna Park| 10| 14| 23| 27| 38| 20| 22| 13| 2| 4| 4. 86| Ocean world Manly| 7| 12| 21| 17| 72| 18| 15| 7| 2| 2| 4. 79| Sydney Wildlife World| 6| 21| 17| 19| 64| 17| 16| 5| 3| 5| 4. 77| Sydney Tower| 9| 15| 29| 18| 52| 15| 15| 12| 5| 3| 4. 76| Source: Taronga Zoo Consumer Survey (ABCDL 2010) Appendix 4: Value Map Source: Taronga Zoo Consumer Survey (ABCDL 2010) Note: In developing the value map we utilis ed average price of adult, child and family (2 adult ; 2 child); only direct competitors used. Appendix 5: Key conclusions from primary research 1. Featherdale Wildlife Park, Ocean World and Sydney Tower have a value advantage position as they have higher perceived value than perceived price; 2. Sydney Aquarium and Sydney Wildlife World are within the value equivalent line indicating they are in an optimum price position; 3. Taronga Zoo is in a premium position with high perceived value and perceived price. Source: Taronga Zoo Consumer Survey (ABCDL 2010) Appendix 6: List of innovative products * Australian Walkabout * Boral Youth @ the Zoo * Family friendly NYE events * Fearless at Taronga * Roar and Snore * School holiday programs – Zoo Adventures Short Courses – Animal Training and Photography * Sunset Walks * Twilight Concerts * Twilight Safari * VIP Aussie Gold * Wild Aussies Children’s Shows * Wild Australia * Zoorise * Zooper Birthday Parties * Zoosnooz Source: Taronga Zoo website Appendix 7: Media Coverage Source: Taronga Zoo 2009 Annual Report (Clements 2009) Appendix 8: SWOT Analysis Appendix 9: O rigin of visitors to Taronga Zoo Source: Taronga Conservation Society Australia 08-09 Annual Report (Clements 2009, p. 16. ) Appendix 10: The top five most important reasons for visiting zoos: 1. Fun 2. Opportunity to see/learn about/photography animals 3. Nice Weather 4. .u54f7e26cfd46ecc4e61dac047f395b96 , .u54f7e26cfd46ecc4e61dac047f395b96 .postImageUrl , .u54f7e26cfd46ecc4e61dac047f395b96 .centered-text-area { min-height: 80px; position: relative; } .u54f7e26cfd46ecc4e61dac047f395b96 , .u54f7e26cfd46ecc4e61dac047f395b96:hover , .u54f7e26cfd46ecc4e61dac047f395b96:visited , .u54f7e26cfd46ecc4e61dac047f395b96:active { border:0!important; } .u54f7e26cfd46ecc4e61dac047f395b96 .clearfix:after { content: ""; display: table; clear: both; } .u54f7e26cfd46ecc4e61dac047f395b96 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u54f7e26cfd46ecc4e61dac047f395b96:active , .u54f7e26cfd46ecc4e61dac047f395b96:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u54f7e26cfd46ecc4e61dac047f395b96 .centered-text-area { width: 100%; position: relative ; } .u54f7e26cfd46ecc4e61dac047f395b96 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u54f7e26cfd46ecc4e61dac047f395b96 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u54f7e26cfd46ecc4e61dac047f395b96 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u54f7e26cfd46ecc4e61dac047f395b96:hover .ctaButton { background-color: #34495E!important; } .u54f7e26cfd46ecc4e61dac047f395b96 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u54f7e26cfd46ecc4e61dac047f395b96 .u54f7e26cfd46ecc4e61dac047f395b96-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u54f7e26cfd46ecc4e61dac047f395b96:after { content: ""; display: block; clear: both; } READ: Huckleberry Finn - Conflict Between Society And Th EssayPrice 5. Entertainment for the kids Source: Taronga Zoo Consumer Survey (ABCDL 2010) Appendix 11: Reference Pricing What price would you pay? Admission Type| Mode Response| Actual Price| Adult| $26-32| $41| Children (4-15)| $19-25| $20| Family (2 Adults ; 1 Child)| $54-60| n/a| Family (2 Adults ; 2 Child)| $68-74| $104| Student| $19-25| $25| Senior| $19-25| $25| Source: Taronga Zoo Consumer Survey (ABCDL 2010) Appendix 12: Visitor Customer Satisfaction Levels – 12 month average: Source: Taronga Conservation Society Australia 08-09 Annual Report (Clemenents 2009, Pg. 16. ) Appendix 13: Limitations and Further Re search Requirements The market research into Taronga Zoo was subject to limitations. Time and money were limited which affected the scope of the survey. As a result sample size was unrepresentative of the number of annual visitors at 0. 0125%, and biased toward unmarried, NSW residents without children. In addition, 35% of respondents had not visited Taronga Zoo in the past 5 years and only 5% of respondents were international residents. The market research also did not provide adequate data on international visitors or detailed information on intra/interstate adult couples both of whom represent a key target segments. Further research is recommended for both these key segments to establish both perceptions on price and value, and pricing preferences. The experience of the researchers can affect the quality of the initial research design and subsequent questionnaire so it is important to note that the researchers in this instance are relatively inexperienced. In addition, it was not possible to organise a focus group during the exploratory stage, which would have aided the project, and potentially highlighted other areas for research. Appendix 14: International visitors In 2009, the origin of the top 4 tourism segments to Australia and Sydney were the UK, China, New Zealand and the US. Chinese tourism grew by 28. 5% Origin of international visitors to Sydney 2009 Source: Travel to Sydney Year Ended December 2009, (Tourism NSW 2010, p. 2. ) Inbound travel to Australia, top 10 markets, 2009 Source: Key Facts – Tourism (Department of Resources, Energy and Tourism 2010, p1)) Future forecasts predict China will grow to the largest segment by 2018. Tourism from India is also predicted to increase while Middle Eastern tourists will enter the top 10. This will represent a significant change to Taronga Zoo’s current target segments, and impact consumer needs, concepts of value and reference pricing. Australia’s top 10 inbound markets, ranked by value, 2018 Source:Key Facts – Tourism (Department of Resources, Energy and Tourism 2010, p2) Appendix 15: Taronga Zoo Visitor Numbers Taronga Zoo noted in their 2009 Annual Report, that domestic travel remained buoyant in comparison to international tourism, which lead to greater competition for the domestic market among Sydney attractions (Clements 2009). However according to Tourism NSW, overall travel to Sydney in 2009 was down for both the domestic and international segment (2010 p1 ;2) Domestic Overnight Visitors Source: Travel to Sydney Year End December 2009 (Tourism NSW 2010, p1) International Overnight Visitors Source: Travel to Sydney Year End December 2009 (Tourism NSW 2010, p2) As can be seen visitation to Taronga Zoo (including Western Plains) has remained fairly stagnant since 2002/2003 around the 1. 5-1. 6 million mark. Source: Taronga Conservation Society Australia 08-09 Annual Report (Clemenets 2009, Pg. 6. ) Tourism levels for Sydney have fluctuated in this period while the population of NSW has risen. According to the ABS, since 30 June 2008 the population of NSW has increased by 311,600 people or 4. 7 %,(ABS 2009). This correlates to the small growth seen in visitation numbers from 02/03 to 08/09, which averages at 2% and suggests that any slight changes in visitor numbers to Taronga Zoo have been related to populat ion and tourism changes rather than an increase in repeat visitation or successfully attracting new target segments. Appendix 16: Zoo Friends Pricing Appendix 17: Membership and Awareness of Zoo Friends Program Members| 2%| Non-Members| 98%| Main reasons for becoming a member were: Had a child| 40. 0%| To enjoy the animals| 40. 0%| To support the zoo| 20. 0%| Main reasons for not becoming a member were: Don’t frequent enough| 52. 5%| Not interested| 36. 1%| Other – Didn’t know existed| 4%| Source: Taronga Zoo Consumer Survey (ABCDL 2010) Appendix 18 – Detail 3P’s Implementation Product A new product â€Å"family ticket with 2 adults and 1 child† should be included as part of the product range Taronga Zoo should consider creating unique experiences like ‘Zoo Supper’, A loyalty card scheme with a printed ‘Club card’ and ‘zoo stamps’ needs to be developed to promote repeat visitation. Additional value driven ‘Food stamp’ and ‘next purchase’ discount vouchers will also need to be printed. Place Currently, Taronga distribute via direct sales on-site at the Zoo and over the Internet through ticketek. com. au. Consideration should be given to developing an e-commerce site within the existing Taronga Zoo website to capitalise on sales from their web traffic. Website visitors could be rewarded with controlled temporal pricing reductions. Promotion ABCDL recommend that Taronga Zoo recommendation additional communication of price offers through park signage such as: Free parking with family ticket; 2 x Free kids meals with a family ticket; and (4) 10% discount on the Twilight Walk etc. ABCDL recommend that Taronga Zoo promote these price changes by developing designs on all printed tickets to advertise the new value bundled pricing options. Additional posters, flyers and signage will need to be developed nd displayed around the zoo, particularly the entrance and exit points. Consideration of a take home pack may need to be considered, targeting children. ABCDL recommend communication of the gain of a â€Å"free child† when purchasing a family ticket, collateral, signage and website and should be communicated through other channels including ticketek. To assist in managing the quiet periods at the zoo, advertising material could be de veloped to promote the benefits, including the ‘lack of crowds’ during the off-peak seasons. This messaging may appeal to families wanting to avoid the foot traffic during peak season. The Zoo should be gathering consumer information in order to build a database and communicate via direct mail techniques various offers and bundles as well as the temporal pricing in order to entice repeat visitation. More emphasis should be placed on the Zoo’s unique features such as Zoo-petting activities, and flight shows. The zoo should implement a new communication strategy that bundles and quantify the clear number of product offerings such as Twilight Walks and roar ; snore. Taronga Zoo’s price lists need to change at the zoo and on ticketek. om. au to reflect the new pricing structure. The Zoo should communicate its new prices and clearly communicate the percentage of savings that consumer has made when they purchase pricing at the various display points to encourage a positive gain/loss experience. E. g. Purchase a family ticket (2 adult and 2 child) and you will save the value of one child. The communication messages should promote ‘a FULL day at the zoo ’, emphasising that Taronga Zoo is a much longer experience than its competitors, therefore offering value for money.