Consumer Behaviour Report on Health Consciousness in Australian Market

This report discusses the importance of health consciousness in the Australian market and suggests strategies for Sunbites to create a demand for their new product Sensation in the market. The report includes a literature review, theory/model/framework, and recommendations.

Running head: CONSUMER BEHAVIOUR REPORT
CONSUMER BEHAVIOUR REPORT
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR REPORT
Table of Contents
I. Context and Problem/Opportunity......................................................................................2
II. Literature review:............................................................................................................2
III. Theory/Model/Framework..............................................................................................4
IV. Recommendation.............................................................................................................6
IV. References.......................................................................................................................9

2CONSUMER BEHAVIOUR REPORT
I. Context and Problem/Opportunity
The paper intends to highlight one of the market issues that grossly affect the
Australian market. The consumers in Australia have become more conscious regarding their
health and are less interested in consuming unhealthy food. Thus the market is facing a major
challenge which has a production for fatty and rich food production in the market. The
Australian market is also facing another severe threat to the market and that is the
introduction of various new brands with competitive skills that are creating more scope for
the consumers to switch brands and change their choices instantly (Raghunathan, Naylor &
Hoyer, 2006).
II. Literature review:
Importance of health consciousness: the majority of the population in the present
world are health conscious and are trying to create a better scope to live healthy and remain
healthy. The population all over the world are trying to build a better opportunity to live
healthy and that is possible only if their diet is including a proper health and they are
maintaining a fit life. The use of oil free food, heavy diet, alcohol, and smoking can cause a
severe damage to the health of every individual thus they should make sure that they are
avoiding such food and maintaining a proper green diet. The consumers must believe in the
term that prevention is better than cure and thus before ay disease occur or any damage takes
place in their life they must assure a risk free life (Cho, Park & Lee, 2014). The consumers all
over the world are now more interested to involve in fitness activities like zumba,
gymnasium, marathon and many more activities. The involvement with sports has also
increased in the present days and thus the requirement for energetic food and fatless food also
important in everyday life.

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Fitness concern in Australia: The people in Australia are becoming highly conscious
about their health. They have recently taken up the trend of maintaining a healthy diet that
will help them to build a proper health and life style. The people in Australia are initiating for
new activities that will help them to become more health conscious and create awareness
among the others to do the same. In the year 2017 the increased the excise on smoking so that
the smokers reduce their consumption. The country has also taken few major steps that will
help them to increase their level of fitness. Work out has become the second most popular
activity in Australia. According to (Macdonald, 2013) it is stated that the people in Australia
goes to gym at least once a week. The fitness professionals include half of them to be women
this means that the women in Australia are equally interested in the fitness program and are
targeting a healthy life. Thus it is clear that if a company has to trade with the Australian
brands then the first thing they have to make sure that their products are healthy conscious
and will help them to maintain their healthy and fit life style. The country is trying to
encourage healthy activities among the countrymen by encouraging them to quit smoking and
drinking and leading a healthy life. Thus it can be clearly stated from here that the Sunbites
brand has to highlight their products speciality about being healthy and oil free to attract the
consumers in the market.
Importance of creating awareness by the brand: branding palsy an important role
in every business, thus it is important for the company to understand the criteria of the
consumer and create the produce accordingly. The company should know about the market
demand and then advertise the product to create a demand for the product in the market. The
Sunbites Company already has their fame in the market, however along with this brand there
are many other brands that exist in the market and are a tough competitor for this brand. thus
to reduce their competition the only thing the company can do to initiate the strategy to
educate the consumers about the benefit of using this baked product which has no oil or fat

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involved in it. Informing the consumer about the importance of health and then informing
them about the product will be the best step that the company can take to create a demand for
the product in the market. Thus the company must take up this strategy to build their platform
for this newly formed brand Sensation. The must make sure that they are using different skills
to develop a new fame for their product in the market (Baker, 2014). The competitive nature
of the market has huge scope for other brands to create the same product and increase their
sale. The Sunbites company must ensure that they are educating their consumers about the
different technique and style they are using and how helpful it s for the health oriented person
to consume such snacks items instead of consuming the fried food items.
III. Theory/Model/Framework
The theory that can be used for this situation is motivational theories.
The theory of need or hierarchy of need was initiated by Maslow, in the year 1943 his
paper included a theory that stated the theory of motivation. The theory of motivation states
that the group of people get interested to do the same task or are interested to perform a
similar task it states that the person can be convinced or motivated to perform a task and
convincing them in a desired manner to do so. It is stated that motivation is a force that
guides or initiates the goal oriented behaviours. The motivational source can be emotional,
logical; practical that convinces an individual to perform in a certain task in a desired manner.
The company can use this theory to convince the consumers about their product in a very
simple manner. The primary requirement for food items in Australia is healthy and fat less
food. The company must ensure that they are motivating the consumers about consuming
food that are not fried but bakes. This concept will be readily accepted by the society as it is
true that the fried foods have more fat and are not healthy for daily consumption. The
company can motivate the consumer to consume such products that are baked like their food

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item which will not only be healthy but also will not make them look fat. The company must
make sure they are spreading the news all over the country to ensure that they are reaching all
the section of the country (Hudson & Thal, 2013). The company should also conduct survey
and find out how the consumers react to baked food items that are new in the market. If the
items are not readily accepted then they can provide free samples in the market for the
consumer t taste them. The company can use this theory to create a demand for their product
in the market.
The consumer decision process can also be used by them to advertise their product in
the market. The consumer decision process includes five steps:
 Need recognition: the company must identify the need of the people in the market in this
case. However the company knows the demand of Australian food market. That is healthy
and oil free food. They can advertise their product on the basis of such criteria. They must
identify the problems that the customer might face regarding their product and thus
produce their product accordingly.
 Information search: They have to search about the demand and the type of consumers is
there in the market. The company that already has an existence in the market is well
aware of the people who are consuming their products thus there is no need to conduct
further study. However they must ensure a proper study of the market on a regular basis
so that if there is a change in the trend then they can produce the product accordingly.
 Evaluation of alternatives: The alternative product the consumer can select must be
evaluated and the differences must be identifies by the company. This has to be done so
that the company makes sure that they are producing the best product for the consumers
and the competitors are nowhere near their strategy.
 Purchase behaviour: The purchase behaviour of the consumer has to be read and
understood so that the company knows to produce what kind of product accordingly. The

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Sunbites Company is already aware of the consumer needs and thus there will not be any
problem for them to identify this part.
 Post purchase behaviour: The post purchase behaviour should be satisfying or every
consumer. The company must make sure that they are treating the consumer well so that
their post behaviour is also appealing towards the company or product.
IV. Recommendation
 The company has to make sure that they are creating the best scope for their product to be
selected in the market. They can follow few strategies to create their demand in the
market. The demand for healthy food is highly acceptable in Australia; the company
should take advantage of this situation and make sure that the customers are being
informed about the product and its benefit to human health (Caspi et al., 2012). The
company can take the following initiatives to create their product demand in the market:
 They can conduct survey and events to create an interaction sessions with the consumers.
This will help the company to communicate with the customers and understand their
requirement. Thus depending on these requirements they can advertise the products and
make the consumers understand about the benefit of consuming this product.
 They can make test and health check up surveys where they will conduct health check up
and promote the need for being healthy in every days life. Along with this they will be
able to inform the consumers about eating healthy food and maintaining a healthy diet
(Cho, Park & Lee, 2014). The company can also inform the consumers about the benefit
of consuming baked food items and avoid the fried items.
 The company can give free samples to the consumers to check the taste of the product.
The company can also arrange for advertisement by health experts who will be
advertising the product and assuring the consumers about the benefit of the product

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(Foster et al., 2014). Advertisement plays an important role in marketing; hence the
company should make sure that they are using the best advertising agents to create a
better scope for their product in the market.
 Initially they can give free samples with the previous products of the brand. Once the
consumers are aware of the taste and benefit of the product they will be purchasing the
product automatically (Ha & Jang, 2013). Reaching the consumer in an effective manner
required the most. The company should make sure that they are making the product
attractive for the health conscious consumers. The company should also take care that
they are creating innovative way to advertise the product to compete with the existing
brands.
 As Sunbites is trying to create a market for their new launch Sensation that they can
create the strategy to create awareness among the Australian consumers. They can use
various skills to educate and inform the consumers to let them know about the importance
of healthy food (Hawkes, Jewell & Allen, 2013).
 As the company is using baked method for preparing their products, they can use this
information to attract their consumers and create awareness among the consumers about
the benefit of the consuming bakes products instead of consuming fried products
(Lawrence, Richards & Lyons, 2013).
 The company need to use latest technology and advertisement strategies to reach the
consumers and compete with the already existing companies.
 The importance of proper maintenance of health and diet is very important in daily life on
which the company needs to focus on. However the consumers all over the world are
becoming more concerned about their health and must make sure that they are using
proper diet in their regular life. Thus it is expected that if the company is following this

8CONSUMER BEHAVIOUR REPORT
recommended suggestion will surely succeed and create a position for the product in the
market.
 The existing brands are trying to include health conscious product in their food but the
competition in the market is creating a huge problem to such producers. The importance
of proper maintenance of health and diet is extremely important for human life. As the
consumers all over the world are becoming more concerned about their health and the
brand must make sure that they are using proper diet in their regular life (Lu et al., 2013).
 The company is targeting to introduce a new item in the market. They are introducing
their baked potato chips in the market (Vasiljevic, Pechey & Marteau, 2015). They
believe that the baked food item will be more healthy and demanding in the market where
the majority of the consumers prefer healthy food. They will need create awareness about
their importance of being healthy and to remain healthy they must consume this.
 The food and restaurant industry is vast and many well-established food brands exist in
the industry (Macdonald, 2013). It is needless to say that most of the brands use
specialized strategies in order to attract the attention of the customers. In the similar
manner, the company also need to adopt strategies which will different from others
brands.
 As part of the marketing strategy, the company can organize different campaigns that
promote healthy food. Some examples of campaigns can include cookery events (Lu et
al., 2013).
 In addition to that, the brand can also sponsor different events in order to increase the
brand recognition.

9CONSUMER BEHAVIOUR REPORT
IV. References
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