Report on Consumer Behavior Analysis: Westpac Bank Advertisement

This report provides an analysis of consumer behavior, focusing on Westpac Bank's advertisement, "Help. It’s what Australians do." The report explores the product, the rational appeal used, and the emotional aspects of the advertisement. It identifies key issues such as product positioning challenges in the banking sector, the importance of emotional appeal, and the varying needs of consumers. The analysis also examines the consumer decision-making process, including information gathering, evaluation of alternatives, purchase, and post-purchase evaluation. The report highlights the need for banks to understand consumer behavior to remain competitive and satisfy customer needs. The conclusion emphasizes the importance of aligning advertisements with consumer emotions and behaviors. The report references several academic sources to support its findings.

Running head: CONSUMER BEHAVIOR
Consumer behavior
Name of the student
Name of the university
Author note

1CONSUMER BEHAVIOR
Introduction
The report consists of the consumer behavior. It is known as the study of the
individuals or the groups and the activities that are associated with the purchase of the
products or the goods and the services. The emotions of the consumers are related to the
phenomenon of customer behavior. The study of consumer behavior is concentrated to the
aspects that are associated with the purchase action of the consumers. The consumers
involved with direct or indirectly with the purchase of the products is related to the consumer
behavior. In order to analyze this the advertisement related to Westpac banking has been
taken into account (YouTube 2018).
a). The advertisement is the advertisement that is related to the Westpac Bank. The name of
the advertisement is, “Help. It’s what Australians do”. The product that is mentioned in the
advertisement is Westpac bank. The class of the product is banking sector. The product
belongs to a high standard. The appeal used in the advertisement is the rational appeal. The
advertisement uses the method of logical appeal and informs the people about the utility of
banking sector and the nature of helping the people that Westpac Bank offers. People can
need help at any time in their life, Westpac is there to understand their needs and understands
the efficiency of the same. The advertisement adds the quotient of emotion and sentiments in
it to arouse the sentiments of the people (YouTube 2018).
Information:
b). The bank faced many issues in the field of consumer behavior. The first issue was the
issue of positioning the product. It did not had the option of technology. It dependent on the
traditional form of banking system. With the advancement the bank needed to bring the
online concept of banking that will enable their customers to avail the services quickly
without any hassle (Zeugner-Roth, Žabkar and Diamantopoulos 2015).

2CONSUMER BEHAVIOR
The other issue is the emotional appeal. The ultimate aim of all the organization is to
make their customers happy. Westpac bank has made all the efforts to pursuit the happiness
to their consumers. However the meaning of happiness varies and the choice of the customers
reflects those differences. Some might prefer car loan more important than the house loan.
Some might find more happiness in insuring their lives rather than insuring their property.
This can be a major issue which the bank needs to understand (Solomon et al. 2014).
The customer goes through different stages before making a decision of availing the
product or the services. This includes gathering the information regarding the products,
evaluation of the alternative product, purchase of the product or the service and the final step
include the evaluation done after buying the products. The customers have many option of
the banks. Westpac can face a huge competition from their competitive banks. This is the
reason they must prepare an alternate plan that will be liked by their consumer (Claiborne and
Sirgy 2015).
The failure in understanding the attitude and behavior of the consumers might be
included in the process of consumer behavior. The strategies should be formed that can
attract many consumers. The great acceptance of the consumers will lead to the great amount
of motivation for the organization (Anderson and He 2015).
Conclusion
It is important for all the organizations to understand the issues related to the
consumer behavior. The behavior of the consumers should be understood before launching
the product. Each consumer have different need and it is therefore important to relate to the
needs of the customers and to satisfy them. The advertisements intends to connect with the
emotion of the audience and it intends to bring to the motto of the organization that gives
importance to the consumer behavior.

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4CONSUMER BEHAVIOR
References
Anderson, P.M. and He, X., 2015. Consumer behavior in East/West cultures: Implications for
marketing a consumer durable. In Proceedings of the 1996 Multicultural Marketing
Conference (pp. 3-8). Springer, Cham.
Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer
attitude formation and behavior: A conceptual review and guide for future research. In
Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 1-7).
Springer, Cham.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014.
Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
YouTube. (2018). Help. It’s what Australians do.. [online] Available at:
https://www.youtube.com/watch?v=lCquhPH-WwI [Accessed 28 Apr. 2018].
Zeugner-Roth, K.P., Žabkar, V. and Diamantopoulos, A., 2015. Consumer ethnocentrism,
national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social
identity theory perspective. Journal of international marketing, 23(2), pp.25-54.