Consumer Behaviour Analysis of Telstra

Running head: CONSUMER BEHAVIOUR ANALYSIS OF TELSTRA
Consumer Behaviour Analysis of Telstra
Name of the University:
Name of the Student:
Authors Note:

1CONSUMER BEHAVIOUR ANALYSIS OF TELSTRA
Table of Contents
Introduction..........................................................................................................................2
Social Factors Affecting Decision Making of Consumers..................................................2
Environmental Factors Impact on Decision Making of Consumers....................................5
Recommendations................................................................................................................7
Conclusion.........................................................................................................................10
References..........................................................................................................................11

2CONSUMER BEHAVIOUR ANALYSIS OF TELSTRA
Introduction
Consumer behavior analysis can be understood as a process of realizing the purchasing
pattern of the target consumers of a company. Considering the same, the companies require to
realize purchasing behavior for generating a marketing strategy in order to target the consumers
in a suitable manner (Alshurideh 2016). It is observed that the Australian telecommunication and
mobile phone industry is attaining increased growth and the renowned players requires
understanding buying behavior determinants for increasing market share along with attaining
high demand for companies products. The objective of the paper is to analyze the social and
environmental factors those impact consumer behavior of Telstra Company.
Social Factors Affecting Decision Making of Consumers
In analyzing the social factors those impact consumer decision making in acquiring
telecom services from Telstra Company, it has been gathered that “offering social currency” is
one of the major factors that persuades consumers in sharing their ideas regarding telecom
services of the company (Chang et al., 2015). In the telecommunication industry, offering
currency can be done any means of offering details regarding telecom services offered by
Telstra. For instance, after sending an e-mail, the e-mail might contain a small text indicating
that it was sent from Telstra cell phone. Another social factor is “developing emotional
connection” through which consumers tend to share things that they care about. In order to
positively impact consumer behavior, it is vital for Telstra to offer a positive emotional reaction
among consumers (Chinedu, Haron & Osma, 2017). In such manner, consumers of Telstra can
develop a positive connection and can get more willing to share any message. “The reasoned
theory” of consumer behavior explains the social factors that impact buying behavior of

3CONSUMER BEHAVIOUR ANALYSIS OF TELSTRA
consumers towards acquiring telecom services of Telstra. This theory indicates that consumer
behavior is impacted by intention to generate or attain a particular outcome. Consumers are also
observing to be rational actors those only act as per their best interests. This indicates that if the
purchase from Telstra satisfies their need then they are likely to make a purchase (Cruz et al.,
2016). For this reason, it is important for the marketers of the company to analyze the preference
of target consumers regarding phones to offer them telecom services as per their desires.
“Motivation need theory” is a consumer behavior theory that indicates consumers are
likely to act to fulfill their needs relied on the five-part priority system. Such needs involve
safety, survival, esteem, love and self-actualization (Díaz, 2017). Considering the same, the
marketers of Telstra requires developing a telecom service that matches the hierarchy of needs.
For this reason, it is of increased importance for the telecom company to fit their services in the
hierarchy of needs in order to positively influence their purchases. Even though Telstra Telecom
Company is observed to be in the self-actualization aspect, making it a survival need can
motivate the consumers to make purchases from the company. “Blackwell Consumer behavior
theory” has also identified certain social factors thus influence purchasing and brand switching
decision of the consumers (Garín-Muñoz, Pérez-Amaral, Gijón & López, 2016). This theory
explains that there is a five-step process based on which consumers decide to make a purchase.
Such prices flows from data collection input to information processing. The other stages
impacting consumers decision making includes decision making and purchase. Based on this
theory, the marketers of Telstra must reveal the value of its telecom services at input stages.
Through data collection regarding consumer behavior regarding its telecom services, Telstra
must also ensure that it offers all the important information based on which consumers can make
purchase decision (Gunasekara, 2015).