(Solution) Consumer Behavior Assignment

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CONSUMER BEHAVIOR
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Department:
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Date:

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Table of Contents
Table of Contents.............................................................................................................................1
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................3
Marketing Mix.................................................................................................................................3
Country Road adverts......................................................................................................................5
Summer Wonder..........................................................................................................................5
Simple Things..............................................................................................................................6
Mobile App Platform...................................................................................................................6
Target Market..................................................................................................................................7
Type of purchase decision for the product...................................................................................7
Conclusion.......................................................................................................................................7

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Executive Summary
Due to competition in the contemporary world of business, most companies in Australia
are striving to develop, package and market their products or services uniquely to the specific
target audience. The technique used by a certain company to identify their target market and
present the product or service to them in a unique way is called product differentiation. Being
unique in the market helps the business to counter competition in the market and gain a
competitive advantage.
To achieve that, a company must be able to do market analysis which helps in identifying
the needs, wants and desires of the target audience. By doing so, a company can be able to create
and present a product which taps into the emotions of the consumers prompting them to buy. To
succeed in that process, a company must engage in strategic marketing which involves tapping
into the consumers’ emotions and desires to influence and shape their purchasing behavior.
Consumer purchasing behavior influences their purchasing power for a particular product. Thus,
a company must be able to clearly establish and segment its target market which involves deep
analysis of the consumer needs.
After understanding the consumer needs and desires, the company will factor in all those
in the development, packaging and presentation of the product to the consumers in order to
attract their attention to buy the commodity or service. Thus, the purpose of the report is to
analyze the way Country Road Fashions Australia is able able to develop and present their
Trenery label aimed at attracting women above the age of forty years.

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Company: Country Road Fashions Australia
Product: Trenery Label
Target Consumers: Women above Forty years
Introduction
Country Road is a highly growing well-established Australian fashion brand. The
company was started in 1974 by Stephen Bennett as a firm dealing and specializing in women
shirts only (Country Road 2017). The company continued to grow tremendously to become one
of the leading fashion, accessories and clothing brand in Australia. However, due to the recent
changes in the business environment and entry of new key players in the market, the company is
facing a stiff competition from a pool of other firms offering similar products (Country Road
2017).
Hence, the need to develop better marketing strategies for their brand has become a
necessity. The company must step up their marketing techniques to counter the much
competitive clothing market in Australia (West, Ford and Ibrahim 2015, pp. 105). Therefore,
Country Road has decided to segment the market and decide on which ideal group of consumers
to target (Weinstein 2013, pp. 28). By identifying their target market, the company has analyzed
the needs, wants and desires of the target customers. Consequently, the company has been able to
present a product that satisfies the needs and desires of their target group of consumers. After
developing the product, the company has also been involved in establishing a marketing mix
model puts into consideration all the needs of the consumers and compel them to purchase their
product (Ibrahim, Alkhawlani and Al-shaghdari 2017, pp. 35). Hence, the main motive of the
company is to identify a specific target and develop a product that satisfy their needs rather than
serving the whole diverse market which is hard to work for (Lin 2015, pp. 148).
Product
After a successful market analysis and identification of their prospective clients, the
company engaged in the process of developing and presenting a fashion label that would satisfy
the needs of their target group (Proctor 2014, pp. 43). Following heavy process of brainstorming
and researching, the company was able to plan on the process of developing a brand for the
target consumers in the market. In 2009, the company had already announced its campaign to
launch a fashion label known as Trenery. The label was also announced to be targeting women
above forty years of age. And in the year 2010, the much awaited Trenery label was launched
into the market. The brand was simply smart, beautiful and attractive to the eyes of the target
audience who are women whose main desire is to always look beautiful and confident in
whatever they are dressed in.
Marketing Mix
Marketing mix is the backbone and basis of any marketing process (Chernev 2018, pp.
93). The model involves the 4Ps, that is, the Product, Price, Promotion and Place. Marketing mix

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can be defined as "set of marketing tools that the firm uses to pursue its marketing objectives in
the target market" (Foxall 2014, pp. 73) Therefore, Country Road was able to utilize the
marketing mix model to influence consumers buying behavior as follows:
Category Explanation Marketing Decision by Country Road
Product The product here is the Trenery fashion
label designed to satisfy the clothing
needs and desires of women aged 40
years and above
 The fashion label has been
designed in a simple stylish
and beautiful way.
 The label has been packaged to
satisfy the consumers desires
of quality
 The product has been managed
very well through offering the
guarantee and warranties for
the company’s products.
Price The price refers to what the target
buyers have to pay for the label which
will be determined by the customers
perceived value
 The products are offered at a
discount at their outlets under
the campaign “SAVE $1 on
every cloth you buy”
 The pricing strategy is
attractive to women who are
perceived to have value for
their money
 The company offers various
ways of payments where the
customers without cash can
use other electronic payment
methods
Place Refers to the physical or virtual
location where the consumers can buy
or order for the fashion label
 The company has retail outlets
across the country where
customers can buy the Trenery
fashion label. Such locations
include shopping malls and
supermarkets in Australia.
 The company also has a very
interactive website with virtual
ordering portal to enable the
consumers pay and order for
the product which can be
delivered to them by the
company
Promotion Refers to the marketing aspect of the
Country Road to create brand
awareness for Trenery fashion label. It
includes advertising , sales promotions
and online marketing
 The company has several
television adverts for their
products
 The company has also a lot of
advertisements for their

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product on their website
 On their retail outlets stores,
the company has employed
enough staff to explain to
consumers on the importance
and need of buying their
products as well as the value
and quality of the brand.
Country Road adverts
The company has used emotional and involvement strategies in the advertisements of
their products in order to boost sales and increase their income (East, Singh, Wright and
Vanhuele 2016, pp. 130). The company has used a lot of strategies that revoke the emotions of
the target audience and compel them to buy (Foxall 2014, pp. 98). For instance, the company
knows that the target buyers are women above forty years of age and probably are mothers.
Therefore, all the advertisements they have used are targeting mothers- the aspect that help the
company in connecting with their target audience and convince them to buy (Fu 2017, pp. 45).
Some of the advertisements are covered below:
Summer Wonder
When Country Road was celebrating forty (40) years of operations, the company ran a
short advert called “Summer Wonder” The advert was in form of a short film (Country Road
2014). Featuring in the advert was the Australian iconic supermodel Gemma Ward holding her
baby. The theme of the short film ad was “Come behind the scenes as we capture iconic
summers of sun, sea and family” The advert tapped on the issue of family which is usually the
pride of every woman/mother within the age bracket of the target customers (Gunter and
Furnham 2014, pp. 128).
Figure 1: Photo of the Australian iconic supermodel Gemma Ward during the shorting of
"Summer Wonder" advert to celebrate Country Road 40 years of operations (Country Road
2017).

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Simple Things
The simple things advert runs on the company’s’ website to promote their fashion label.
The photo of a family is seen placed on Country Road’s website and the theme of the advert is
“Simple Things is a story about what’s truly important. It’s about being yourself or spending
time with friends and family. It’s laughter, a smile, your favourite tee or pair of jeans. It’s trust,
honesty and simplicity. Simple things are what Country Road is famous for” (Country Road n.d)
Therefore, the advert taps on the issue of family and simplicity. The target market for the
company’s products is a group of women above the age of forty years who have love for the
family and simple stylish clothes that will make them look beautiful at all times. Thus, the
message catches the attention and emotions of the women since advert covers the issue of family
and love (Nijssen and Frambach 2013, pp. 64).
Figure 2: Simple Things key used of a family wearing Button Detail Stripe T-Shirt, Rib Detail
Utility Pant, Crew T-Shirt, Slim Rich Raw Jean, Broderie Applique Sweat, and Stripe Sweat Skirt
(Country Road n.d)
Mobile App Platform
Recently, Country Road launched their mobile application platform to help their target
customers to interact with the company by ordering for the label virtually irrespective of where
they are. Also through the application, the target customers can get to know about the new
improvements on the brand through their interactive website. Then again, the company aimed at
appealing to the mothers who are their target audience. They used a photo of a happy family in
order to appeal to the eyes of the target buyers who are the women and mothers with much love
for their families. By using an image of the family, the buyers feel proud and connected to the
brand (Malik, Ghafoor, Iqbal, Ali, Hunbal, Noman and Ahmad 2013, pp. 119).
Figure 3: A happy family photo used by Country Road to advertise the launch of their mobile
application platform

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Target Market
According to the Australian Information Services Department, the country’s population
has its majority group being that aged between 45 and 50 years. The group forms approximately
18.3% of the country’s total population (Australian Government 2017). Moreover, within that
majority group, the bigger percentage in dominated by women. As a result, the company has
settled on women aged forty and above as their target audience.
According to statistics, it is argued that women within that age bracket are mature and
they only want simple rather than trendy products. Also, quality is key to them since they want a
product that will match the value for their money. Also, the company established that women
within that aged bracket make a lot of shopping for their families and thus they make a lot of
shopping decisions within their homes. It was also discovered that women have higher brand
loyalty, that is, once they believe on your product, it is hard for them to change. Hence, the
company has decided to focus on that group by developing a quality, fashionable and luxurious
fashion brand that will satisfy the needs of the target group and also build brand recognition and
loyalty (Naghshband, Ombati and John 2016, pp. 95).
Type of purchase decision for the product
The purchase decision for the Trenery fashion label is high due to high involvement of
women in development and presentation of the brand (Piccinini Gregory and Kolbe 2015, pp.
1640). The company’s target and prospective customers are women above forty years of age.
These women are probably mothers who have pride and value for their families. As discussed
above, most of the company’s adverts are banking on the idea of motherhood by offering the
value of families and women in all adverts (Payne and Frow 2013, pp. 73). By doing so, the
women feel involved and their emotions are aroused prompting them to buy the product. The
mother who watch such adverts feel that the brand is family oriented and their need to protect
and commit themselves to their families is being fulfilled (Rani 2014, pp. 56).
The company has therefore strived to present the product in such as a way that it attracts
the attention of their prospective clients by making them feel part of the product. Country Road
has struggled to fulfill the needs of the target consumers by using the emotional appeals as the
strategy to win the heart of their target buyers (Naghshband, Ombati and John 2016, pp. 95). The
company has established a website that is very interactive will all the product advertisements
having a family photo attached to them in order to catch the attention and emotions of women
who will feel attached to the product (Bhardwaj and Aggarwal 2017, pp. 35). Thus, country road
has mostly used emotional appeal in all it adverts in order to call their buyers to action.
Conclusion
Due to competitive nature of the business market in Australia, most companies are
adopting various strategies to counter the competition in the market. As a result of changes in the
business environment, there is an increase in the number of companies offering the same

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products. Hence, the market is flooded with new key players who are ready to offer fundamental
competing products and end the market monopoly created by some companies like Country
Road. Thus, in the Australian business market, it is ideal for companies like Country Road to
establish comprehensive and unique marketing strategies that appeal to their target customers.
Therefore, the factor of brand marketing is an indisputable element that can dictate the failure or
success of Country Road as a brand due to high competition in the Australian market.
The aspect of brand marketing here call for a company to be specific with a certain market
segment rather than the diverse target market. By having a specific target group, it is easy to
establish their needs, wants and desires which can be factored in the development and packaging
of the product. It is also easy to decide on the appropriate use of the marketing mix model since a
company understands what the target customers want, where they are located, the price which is
attractive to them and the means of advertising that will reach them. Therefore, it is easy to serve
a consolidated target market rather than a diverse market which a company does not understand
its needs. It is through the understanding of the target customers’ needs and desires that the
company can be able to develop and present a product that influences the consumer buying
behavior. By influencing the consumer behavior and purchasing power, there is brand loyalty
and increased sales leading to the company’s success by gaining a competitive edge and
consequently becoming a market leader.

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