The behaviors of the consumers

Running head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student:
Name of University:
Author Note

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CONSUMER BEHAVIOR
Introduction
Consumer Behavior is the study which is conducted on organizations, individuals and
group and their responses which are built towards specific services or products. It is difficult to
understand consumer behavior and the factors which directly influence people’s responses
towards goods and services. Some of the factors which influence and affect people’s responses.
Consumer Behavior intends to read about consumers’ thoughts about the products and what they
think alternatively about other brands, services, products and retailers (Gunter & Furnham,
2014). The reasons and thoughts of consumers play an important role to determine choices and
final selection. They are influenced by perceptions, behaviors and motivations.
The behaviors of the consumers may get affected by their experiences and knowledge
which they acquire during the process of research and shopping. The environment is a very
crucial factor which includes media, culture and ideas perceived by peers regarding the goods
and services which are intended to be sold in the market. The consumers should be convinced
with effective marketing and campaigning. If there is lack of understanding and conveyance of
the ideas which are associated with the products, there might be negative impact which may not
be adequate to retain or attract buyers. There are various factors which can directly impact
consumer behavior, such as personal, psychological and social factors. A company should be
able to understand the motivations and factors which influence the buyers to take into
consideration of those to be able to attract and retain more buyers in the market. The company
which will be analyzed in this report to understand the customer behavior towards products and
services is Telstra Corporation Limited.

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CONSUMER BEHAVIOR
Company
The Telstra Corporation Limited which has been chosen for the purpose of the analysis in
the particular report can be mentioned to be the oldest and largest telecommunications as present
in Australia. In consideration with this, the enterprise tends to offer a wide range of service to the
different consumers as present (Telstra.com.au, 2020). These services comprise of aspects such
as the telecommunications networks, internet access, paid television, mobile services and other
related entertainment based services as well as the products. In association with this, it becomes
effective to ensure that the Telstra tends to offer sound services and related offers to the various
customers which is an aspect which makes the product considerably popular. The service
provided by Telstra comprises of services which are much better than that of Vodafone and
Optus (Statista.com, 2019). In consideration of this, it becomes effective to mention that the
services provided by Telstra are not cheap and hence, not may consumers would like to engage
in the purchase of the different goods. In line with this, it is essential to note that the firms such
as the Boost Mobile, ALDI Mobile, Virgin mobile and other such brands provide quite cheap
services. In consideration of this, the market share of Telstra mobiles can be mentioned to be
42% for the year 2019 and the customers for this reason are essentially focused on the office
workers, families, students as well as other individuals who aim to ensure that they would like to
receive good quality services (Telstra.com.au.2020).
Specific product/services
The service which is generally offered by the firm can be mentioned to be the `Low cost
Internet service`. The Telstra is a quality service provider and provides various services and

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CONSUMER BEHAVIOR
serves various segments like the fixed line services, broadband service and other related offers.
In consideration of this, it is essential to offer that, Telstra generally does not generally target the
low cost offers and aims to provide good quality services, however, this was the only aspect
which limited the growth of the company and failed to provide the firm with adequate flexibility,
it can be considered effective that, the company experiences this flexibility with the changing
demand patterns and hence, have entered into the price war battle and related quota based
internet offers (Telstra.com.au. ,2020). The primary purpose has been to gather a larger market
share. The firms against which Telstra has been competing can be mentioned to be the iiNet`s
Jiva for the internet service provider businesses at a considerably low cost.
Customer and Audience
The Telstra Group has been quite aware about their customer base and the potential
audience in a market. They have dedicated their efforts to understand the responses of their
intended customers. This is also helped them to come up with various products and marketing
strategies to influence the consumer behavior. The company has tried to understand the
expectations and needs of the customers as well as the attitudes they already have towards the
existing products which are offered by the company in the market (Gunter & Furnham, 2014).
The customers can be categorized down into several groups based on characteristics,
motivations, traits, attitudes and so on (Telstra.com.au, 2020). The customers who are already
associated with a company are easier to understand than the ones who can potentially be
associated with it in the long run. It is therefore very important to understand and gather
information about various groups of customers and the motivations and expectations which are