Consumer Behaviour

CONSUMER BEHAVIOUR

Executive Summary
This report brings out a discussion on marketing plan for the company Harvey Norman that
will be created by the marketing team so that it could strengthen the current retail stores and
its other ventures in new market. The company is existing since 1982 and it is expected to
face severe competition at the marketplace (Tsekouropoulos, Andreopoulou, & Misso, 2015).
It has been seen that the demand for the products has been increasing and it wants to
maximise the position as a leader to grab maximum revenue as possible. The marketing team
surveys many regions when the Harvey Norman products are sold and created customer
loyalty for the Harvey Norman as above industry average (Tsekouropoulos, Andreopoulou, &
Misso, 2015). The marketing team has felt that the company has started feeling that it should
invest in laptop innovation, attractive marketing campaigns, and alternative distribution
channels. With effective market campaign, Harvey Norman can raise the market share,
number of products; grab maximum audience, and distribution (Tsekouropoulos,
Andreopoulou, & Misso, 2015).

Contents
Executive Summary............................................................................................... 1
Introduction........................................................................................................... 3
Selected Product or Service Overview...................................................................3
Critical Analysis..................................................................................................... 4
Strategic Recommendations..................................................................................9
Conclusion........................................................................................................... 10
References........................................................................................................... 11

Introduction
Consumer behaviour and psychology is a research to study the behaviour of customer groups
while purchasing the product, using the product, and finally disposing the product in order to
satisfy the needs of the customers (Pike, 2017). Consumer behaviour is referred as activities
of customers and the underlying procedure and purpose for the actions. It has been expected
from the marketers that they will understand several factors that can stimulate and tending the
consumers to purchase products, which will determine company to serve best satisfying
needs of customers (Pike, 2017). It is quite important to understand consumer behaviour
significant for business while attaining the desired goals. The report brings out a construction
of marketing plan while focusing on perception in Australia and New Zealand. Initially, the
report has an overview of the laptop of Harvey Norman, its critical analysis that includes
challenges and opportunities for the laptop (Pike, 2017). This report will create marketing
campaign and strategies to attract maximum audience through targeting, segmenting, and
positioning (Pike, 2017).
Selected Product or Service Overview
Harvey Norman is renowned largest retail organisation in Australia associating in computers,
beddings, small appliances, furniture, entertainment, and electrical. It is an ASX listed public
company. The company operates through franchisees when it grants independent retail
franchises in order to sell products (Gupta, Miller, & Darda, 2018). The company has started
achieving huge success due to full declaration so that it can ensure the creation of robust
strategic marketing department (Banerjee, 2017). The relative product description of the
laptop is that the quad-core Intel processor has powered it with HD display with the aspired
Acer A114-31-P438 lengthening with 14 inch that has reliable hardware in order to cater the
demands of the office work and schools. This has Chiclet keyboard for the comfortable and
good typing experience (Dichovska, & Mirchevska, 2017). The main aim of the company is