Analyzing Consumer Behavior in Relation to Myer Australia's Marketing

This report provides an analysis of consumer behavior in relation to Myer Australia's marketing strategies. It begins with an executive summary outlining the report's focus on how consumer behavior influences the company's policies, using Myer as a case study. The report covers the company's history, website services, and customer support, and examines their effects on consumer decision-making, including the impact of website information on consumer behavior and the role of customer support. It also discusses different models of consumer decision-making and the importance of customer experience and brand loyalty. The report concludes with a recommendation for free delivery options and a summary emphasizing the significance of understanding consumer needs for effective marketing. References include academic sources such as books and websites.

Running head: CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
Executive Summary
This report is based on the analysis of the role of consumer behavior on the marketing strategy of
the company. The way consumer behavior affects the policies and procedures of the company is
also discussed.
The company taken into consideration for this analysis if Myer, which is an Australian retail
store. The analysis is done based on the website of the company and the information provided
related to customer support.
The reports is concluded with the learning that the behavior of the consumers towards a
particular product determines the way the products are promoted in the market and the target
consumers.

2CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
Table of Contents
About the company..........................................................................................................................3
Services, processes and communication available in the website...................................................3
Effect of these services on consumer decision making...................................................................4
Recommendations............................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................6

3CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
About the company
The founder of the company was Sidney Myer and he was one of the great
philanthropists of Australia. Myer was found in the year 1899. The store has continued its legacy
since then. The company is Australia’s largest departmental store, which has a full line of
products (Myer.com.au, 2017). It has around 60 stores all over Australia in the prime locations.
The company maintains a strong relationship with the community and the partnerships are
meaningful with the local communities. The company has made many investments in the local
communities. Myer has focused on many community partnerships and the company has given
importance to charity and cash donations.
Services, processes and communication available in the website
Myer has a full proof website to support the customers. The company has a variety of
products including men and women garments, beauty products, kids’ products, all types of home
products including kitchen, dining, bedroom and bathroom products, travel goods, furniture and
goods and also electrical appliances. The company website provides detailed information
regarding each product and the price of the products is also given. The promotional offers and
the offers related to clearance sale are provided in the website. Facilities of contacting directly
with the company are provided in the customer support section of the website (Wilson et al.,
2012).
Effect of these services on consumer decision making
The information provided in the website of the company has a lot of impact on the
behavior of the consumer related to the products. Consumer behavior is the process by which the
activities of the individuals or groups of people is studied in relation to the purchase and use of

4CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
services or goods. Consumer behavior plays an important role in the formation of marketing
strategies of an organization (Solomon, 2014). The psychology and behavior of the consumer
towards the products or services offered by the company impact the formation of their marketing
strategies. In this case, the website of Myer is designed keeping in mind the behavior of the
consumers.
Accordingly, customer support is provided so that the company can connect with the
consumers and change their offerings according to the needs of the consumers. The needs of the
consumer are assessed by the company and the changes are made with respect to the same. The
alternatives that can be provided are also analyzed in this case. After sales service is provided by
the organization with the help of customer support in the website. This reassures the consumer
even after he has purchased the product (Mullen & Johnson, 2013).
There are four different models of consumer decision making, which are the economic
model, which states that the consumers are capable of taking rational decisions, passive view
model, which states that the consumers take the decisions with respect to the promotional
activities done by the company, cognitive model, which states that the consumers take decisions
based on their own understanding and interests and emotional model, which states the emotional
aspects of the consumers play an important role in their decision making process (Lantos, 2015).
The website of Myer provides the products and offerings according to the specific needs of the
consumers. Gifts and gift cards can also be purchased from the website according to the needs of
the consumers.
The company also provides memberships for the consumers, which is called Myer One.
The customers receive rewards through their shopping if they are the members of this store.

5CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
These rewards can be used to buy new products. Information related to the pricing policy of the
organization is provided in the company website. With the help of this information, the
consumers can decide about the products or services they want to purchase and from which
organization (Oliver, 2014).
The psychological process of the consumer has an impact on the decision-making. If the
consumers have a pleasant experience in the shopping process there are high chances of them
coming back to the same store. Behavior of the consumers determine their loyalty towards the
brand. The consumers can provide their feedback related to their experience through the
feedback form available in the website (Myer.com.au, 2017).
Recommendations
The products that are offered in the website of the company are not provided with free
delivery options. The customer has to collect the product from the stores. Providing free doorstep
delivery will increase the area of service of the company and will help in gaining more
consumers. The reason being that the consumers more linked to online shopping can use this
website and the behavior towards the organization changes.
Conclusion
From the above analysis it is evident that consumer behavior is an important factor
related to the marketing activities of the organization. The organization needs to understand the
requirements and interests of the consumers. With the help of this understanding the target
consumers are decided by the company and the accordingly the products are promoted.

6CONSUMER BEHAVIOUR RELATED TO MYER AUSTRALIA
References
Lantos, G. P. (2015). Consumer behavior in action: Real-life applications for marketing
managers. Routledge.
Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press.
Myer.com.au. (2017). Feedback Form. Myer. Retrieved 20 October 2017, from
https://www.myer.com.au/c/customer-service/feedback/feedback-form.html
Myer.com.au. (2017). founder. Myer. Retrieved 20 October 2017, from
https://www.myer.com.au/p/about-myer/the-company/about-us/history/
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
Solomon, M. R. (2014). Consumer behavior: Buying, having, and being (Vol. 10). Upper Saddle
River, NJ: Prentice Hall.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing:
Integrating customer focus across the firm. McGraw Hill.