Marketing Consumer Behaviour: MYER Research 2022

Running Head: MARKETING CONSUMER BEHAVIOUR: MYER
Marketing Consumer Behaviour: MYER
24202 Consumer Behaviour
Individual Research Report
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MARKETING CONSUMER BEHAVIOUR: MYER1
Table of Contents
Primary Research.................................................................................................................................2
Secondary Research.............................................................................................................................3
Conclusion...........................................................................................................................................4
References............................................................................................................................................6
Appendices...........................................................................................................................................7

MARKETING CONSUMER BEHAVIOUR: MYER2
Primary Research
The interview was conduct and five persons response were record in order to analyse
‘Myer’ as a brand in the market. The interviewee is basically, the working people in 30’s as well as
20’s. There were two males and three females, who have been interview. The interviewee took
active participation in the previous census, the interviewee are from sub-urban, urban and from
rural area so they are well aware of the department store that is been dealt in this report.
In the research, it has been clearly note that people trust Myer over other competitive brand,
as it is the oldest department store in the Australian soil. The model as well as sportsperson are the
brand ambassador of Myer, which build sense of trust in people’s mind. The respondent are more
inclined towards Myer than other departmental store like David Jones.
The core problem which is been faced by the client company is that it is unable to capture
the online market. People like online shopping as the products are been delivered at their doorstep.
Myer is unable to capture the market which automatically a big problem for the company and hence
they are unable to generate revenue from the market. On the other hand, the company was lacking
in providing service. The value for money alone cannot attract the customer for a prolonged period.
The services provided by the company also attract customer to a large scale and to some extent
important to generate revenue. The competitive brand also providing almost same product in same
product range but they are also providing services, which the client company is lacking from the
others.
Myer mainly focused on the high-end customers which is a big marketing problem mainly
faced by the company. The company is not clear about its target audience and tried to target the
entire customer, which is also a major marketing problem for the company. The company also
lacks in brand clarity, which gives dilemma to the customer whether to go for it, or not. The clarity
of the brand is very much essential to attract the customer and earn profit (Hunt 2014). There is a
wide range of collection in the online applications, which is also a reason for the downfall of the

MARKETING CONSUMER BEHAVIOUR: MYER3
client brand. In recent times, the online market have grab the market as the viewership is high in
online marketing and products are available on a click, which is quite helpful and easy to access for
the brands (Holliman and Rowley 2014). The customer also engage in the process and there is no
scope for pushing the sale which automatically give control to the customer, which is also a reason
why customer prefer online shopping more (Brodie, Ilic, Juric and Hollebeek 2013). The brand
should be clear and appealing to the customers, if the brand is not clear to the customer then they
will not be attracted to the brand. Previously the client company do not focus on the female
customers, which is also a reason as female shop more compare to the male. This are the few
problems, which have been, identify while conducting the interview.
Secondary Research
According to Nguyen, de Leeuw and Dullaert (2018) on Consumer behaviour and order
fulfilment in online retailing: a systematic review, consumer behaviour is the study through
which it can be notice that how an individual, group or an organization purchase, use as well as
dispose an idea, goods along with service to meet their needs as well as wants. It indicates the
action of the customer behaviour in the market and their motives for the action.
The overall goal of the article is to view the critical perspective in respect to the market by
analysing the marketing concepts. The article highlights the disparities as well as inequity in a
capitalistic system. It also focus that the marketing skills are been taught in the business school and
not the marketing concepts, as the concepts may vary from person to person or people may think
differently to make their business successful. So, there is no hard and fast rule that need to be
followed by the marketers. Social media in marketing plays an important role as well. The only
thing that need to be took care off is that the marketing strategy should not be unethical or
misleading for the customers (Baker 2014). Marketing research plays an important role to
understand the consumer behaviour, their taste and preferences and what type of product they are