Consumer Behavior in Australia

Question: Explain the consumer behavior in Australia. Answer: Australia is a very urbanized country with the population in very concentrated places. As a marketer, it is very important to understand the marketing implications of an urbanized country. The urbanized setting is of the country provides attractive proposition for the marketers and also provides long term growth strategies for the marketer. Major stress need to be laid on online retailing including direct and through channels. People in urbanized country have a high standard of living with high per capita income. The people have high spending capacity. As a marketer, I can indulge in promoting and advertising comfort and luxuries. Better advertising strategies, better and high quality products and better sales promotion techniques can be adopted. Use of social media and internet advertising should be practiced foot such population distribution (Gunter and Furnham 2014). The demographic pattern of Australia depicts that the population of Australia comprises mainly of older people. The older people are higher compared to younger people with 14.7 % of the people belonging to the 15-64 age categories. The marketing manager of an online travel agency needs to make special arrangements for the older people. The seating arrangements in different modes of transport for the older people should be made and given notice to. There should be special attention given to medical facilities and the availabilities of wheelchairs and other medicals equipments. The marketing manager needs to pay attention to the needs and demands of other age category as well. Better leisure and entertainment factors need to be evaluated. Food and Lodging should be assessed for the younger category people. Thus, the marketing manager needs to focus on the income, purchasing power of the different age group buyers, occupation and the education requirements of the demography. The demand pattern and requirements of different age groups will be different. As a manufacturer of shoes for older women, there would be special attention given to women of cognitive age and chronological age. There are specific attention given to women belonging to cognitive age category and chronological age category. As the manufacturer of shoes, focuses have to be on women of the old age category and those suffering from ailment. Medicated shoes should be made for such women, who had joint and foot related issues. The packaging style could be complicated for old ages people. Therefore, one has to be careful about the packaging style and the communication style adopted for such people. 2D and 3D style of packaging with proper communications regarding the direction for use of opening for packages (Smith 2014). Packaging and communication style should be made easy and lucid for chronological age group. In order for the products to be easy to use and consumer friendly, the packaging and communication style should be easy and lucid. According to the Roy Morgan segment, different products are chosen for different segments. For the young and optimistic segment, new technological equipment like mobile phones would be preferable. The socially aware segment could use products such as nicotine quitting chewing gums, which are helpful in quitting cigarettes. For the something better segment, improved and upgraded versions of consumer products. For the look at me segment, products highlighting social status and social esteem should be promoted. Jewellery and luxury items like car should be promoted. For conventional family life, modern equipment like microwave equipment and LED televisions would be famous. For traditional family life segment, traditional stuffs like magazines, books and traditional and ethnic wear would be famous. Basic needs segments would focus on basic necessities like food and clothing would be famous. Real conservatism segment would prefer traditional and cultural products like traditional Australi an farming equipments etc (Solomon 2014). Reference List Gunter, B. and Furnham, A., 2014.Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics(Vol. 5). Routledge. Smith, N.C., 2014.Morality and the Market (Routledge Revivals): Consumer Pressure for Corporate Accountability. Routledge. Solomon, M.R., 2014.Consumer behavior: buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall. Solomon, M.R., Russell-Bennett, R. and Previte, J., 2013.Consumer behaviour: Buying, having, being. Pearson Australia.