Question

Would you like an occupation that would give you a six-figure salary that may not involve an expensive college or university education that will leave you with a huge loan? Well, perhaps you should have considered a skills trade job. Most studies indicate that Canada is facing a shortage of skill trade workers with time, as the aging trade workers start to retire. The Government of Ontario has identified 12 trades with this shortage and is developing a campaign to induce young Canadians to take up more trade jobs. Why then are Canadians reluctant to enter the trades? Studies revealed that most high school students plan to go to Universities or Community College rather than a trade school. Human Resources Development Canada in one of its surveys identify only 6% of its high school students were planning to attend trade schools and 44% would not consider a job in skills trade. Statistics Canada found that 58% of high school students considered skills trades to be usually high paying jobs providing excellent benefits but a larger percentage within this thought that it was not an exciting job and require manual labour. Among immigrant communities many trade jobs were a low status job than the usual white collar intellectual based jobs.

a. What are the perceived risks associated with a young Canadian selecting a trade as a career? What marketing strategies could the Government of Ontario use to mitigate the perceptions of these

2. Assume that the 12 trades identified by the Government of Ontario are as follows.
   Carpenters, Crane Operator, Dispatcher, Drafts Person, Drywallers, Electricians, Journeyman, Mechanic, Millwright, Painters, Pipefitter, Plumbers & Welders

   Explain how a young Canadian can use compensatory vs. non compensatory decision rules to

   select one of the above trades to pursue their career.

3. Using a suitable learning theory of your choice, explain how the government of Ontario could

positively influence students selecting trades schools against other vocations?

d. The Government of Ontario has decided to target high school children and their families in promoting trades as a career choice. Using consumer behaviour principles learnt so far in class, design a suitable marketing strategy to reach the primary target market and intended target audience.

Answer 1

a. Perceived risks may include-

Esteem and prestige issues that can arise as a result of doing a blue collar work and not having a college/university degree. The person may feel isolated and may feel that he is inferior to others.

Risk of not being cut out for the job. Not everyone who sets out to be an electrician, or a plumber becomes a successful one. Certain people are not suited to do heavy duty jobs or jobs that require a lot of manual labour or are repetitive in nature. It requires hardwork, skill and patience.

Lack of opportunities in the area. Although, the pay for trade or skilled jobs like a crane operator is very high, generally speaking. The individual practising the trade may reside in an area where the opportunities for such trade is limited. This may lead to the person not getting enough job opportunities or not getting paid enough.

Risks of self-employment: If an individual selects a trade, there is a good chance that he or she will be self-employed. This may lead to them not getting a full time job or enough jobs if they are not employed, which translates to no regular or fixed pay.

Risk of not being insured or not being a part of a union: It is a possibility that a young tradesperson would not be aware of the 'musts' when entering the job. This includes their statutory rights while working for an employer. This may include certain allowances, insurance and rights(including union rights) . If they are self employed they will have to deal with insurances themselves. A young person would be unaware of the need to be part of a union and the benefits that comes along with it. Consequently, he loses his bargaining rights when he is faced with a difficult situation or dilemma.

b. Compensatory decisions rules are those which proposes that a consumer will decide on taking up a given job or product based on the evaluation of all criteria. involved. It uses a weighted average,

Dd= overall rating of the decision D

Wi = weight attached to the criteria of evaluation

Di d = evaluation of the decison criteria

n= number of relevant evaluation criteria

The following is an example for illustrative purpose:

Criteria	Carpenters	Crane Operator	Electrician	Draft person	Importance score
Pay(per hour)	3	5	4	4	3
Job Security	4	3	4	3	3
Esteem	3	3	4	3	2
Risks	3	2	4	3	3

Non-compensatory decision rules proposes that the positives about one decision criteria will not offset the negatives that arises from another decision criteria.

The importance score for all of them would be:

Carpenter =3(3) + 3(4) + 2(3)+ 3(3) = 9 + 12 + 6 + 9 = 36

Crane operator = 3(5) + 3(3)+ 2(3) + 3(2) =15 + 9+ 6+ 6 = 15+9+6+6 = 36

Electrician= 3(4) +3(4)+ 2(4)+ 3(4) = 12+12+8+12= 44

Draft person = 3(4) + 3(3)+ 3(3) + 3(3) = 12+9+9+9 =39

Electrican has got the most average weighted score, so according to the rule Electrician is the best choice

Disjunctive rule- Under this rule, all jobs that passes a minimum pre-determined weight set for each important attributes will be deemed as acceptable.

Criteria	Carpenters	Crane Operator	Electrician	Draft person	Importance score
Pay	3	5	4	4	3
Job Security	4	3	4	3	2
Esteem	3	3	4	3	2
Risks	3	2	4	3	3

Conjunctive rule- Under this rule all jobs should have all attributes over a minimum weight set for each of the attribute.

The following is an example for illustrative purpose:

Criteria	Carpenters	Crane Operator	Electrician	Draft person	Importance score
Pay	3	5	4	4	3
Job Security	4	3	4	3	2
Esteem	3	3	4	3	2
Risks	3	2	4	3	3

Eliminations by aspect-

Where each attribute is ranked and then afterwards they are compared with each required level and eliminated one by one

Criteria	Carpenters	Crane Operator	Electrician	Draft person	Rank	Minimally required
Pay	3	5	4	4	1	4
Job Security	4	3	4	3	2	3
Esteem	3	3	4	3	3	3
Risks	3	2	4	3	4	4

Step 1 eliminates Carpenter

Step 4 eliminates Crane operator and Draft person, leaving Electrician the only choice  

Lexicographic Rule: Under this the student chooses a job which meets their most important need. For example, if pay is the most important need, the student will take up Crane Operator from the above table as the pay-off is maximum out of all the attributes listed in the table.

c. Using the expectancy theory the government of Ontario can persuade a student to take up a trade. It has the three elements- valence, instrumentality, and expectancy. Basically, this theory propogates that individuals choose certain choices over other alternatives. This conscious decision is based on positive correlation between efforts and performances.It is affected by factors such as personality, skills, knowledge, experience and so on. This theory also propogates that each individual values certain things more than others, also known as valence. Some may give money priority over other factors and some esteem or job security. The government of Ontario can convince to take up trade by communicating to them that it will satisfy their valence than the other trade.

Another important factor is Expectancy, which differs from individual to individual. By putting enough efforts into this trade a prospective student can earn more than they would if they were to take another trade. Instrumentality is whether the student actually believes that he or she will get what they are looking for.

Hence, the government will have to identify what the prospective students want, make sure that they understand that by putting in their efforts they can make their dreams come true. It is also important to understand whether people believe that they will be able to realize their dreams or not. In the end the government should have communicated to students that trades are what they are looking for and by putting in efforts in them they will be able to realize their needs than by putting their efforts in some other vocation. In the end, the government will have to convince the students that it is actually realizable and not just an empty promise and that they will have the support.

d. The government of Ontario in connection with various schools should conduct trade fairs at schools as well as at other venues. This will be a great advertisement for the trade skills. Both students and parents will get the chance to know more about these. Also, having the support of the schools will help in increasing the confidence levels of the parents and students.

Deliver flyers at homes and distribute brochures at public places. These will help in educating people about trades.

Advertisements, including government sponsored ones can be promoted on tv as well as the internet. The media has an important role in spreading awareness about a certain subject or topic.

Having a good educational ad or people from the relevant trade or profession talk about it will be a short in the arm for skills trade jobs. Use results from surveys and statistics to back up the claim.

Celebrity endorsement is also a way to get people notice the benefits of trade skill jobs. Having famous people talk about such jobs will help in promoting it. Moreover, it will increase the prestige of the job.