Marketing Consumer Behaviour: Individual Research Report on Myer

This individual research report analyzes the consumer behavior related to the Myer department store. The report begins with primary research, including interviews with consumers, to understand their perceptions and preferences regarding Myer. The research explores factors such as brand trust, online market presence, customer service, and target audience. The report then delves into secondary research, reviewing literature on consumer behavior, marketing strategies, and the role of social media. It discusses how consumer behavior is studied and how marketing theories are applied to attract customers. The report concludes by summarizing the findings, highlighting the importance of Myer adapting to online markets, focusing on female customers, and conducting market research. Appendices include interview responses and references.

Running Head: MARKETING CONSUMER BEHAVIOUR: MYER
Marketing Consumer Behaviour: MYER
24202 Consumer Behaviour
Individual Research Report
Name of the Student:
Student I.D:
Tutor’s Name:
Tutorial Time:
Report Word Count:

1MARKETING CONSUMER BEHAVIOUR: MYER
Table of Contents
Primary Research.................................................................................................................................2
Secondary Research.............................................................................................................................3
Conclusion...........................................................................................................................................4
References............................................................................................................................................6
Appendices...........................................................................................................................................7

2MARKETING CONSUMER BEHAVIOUR: MYER
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

3MARKETING CONSUMER BEHAVIOUR: MYER
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

4MARKETING CONSUMER BEHAVIOUR: MYER
looking for. So, that the business firm can plan their marketing strategy accordingly as per the
needs of the customers.
The market research conducted by the marketers through interview, surveys, experiments,
data collection and so on. This research help the marketers to know the taste and preference of the
consumers’ in the market, so that the company can act accordingly. Therefore, it is important to
conduct a thorough research by the marketers to possess the knowledge of the current market
situation, which raise in the market. It will automatically help the business to grow and earn profit
in the market. The social media platform help the business firm to reach to the consumer in a short
period. The report possess interview which is been conducted, to understand the marketing need
and wants of the customers. So, that the client company can act as per the data collected through
this interview. The interviews are qualitative and quantitative in nature as the data cannot be
manipulated by anyone.
According to the author, there are different marketing theories, which can use to attract the
customer and analyse the customer’s behaviour so that the company can be benefit as well as can
earn profit. There are different theories such as collecting information from the market, pricing
products and services accordingly, positioning the product in the market, social media marketing
and marketing through different channels. So, it can be concluded that the client company adopted
theories which make them able to earn profit are: positioning products, pricing, collecting data and
marketing through different channels. This automatically help the company to earn profit from the
market.
Conclusion
In the end, it can be concluded, that the client company have adopted different theories to
become successful in the market. The introduction of the ‘My Store’ help the brand to earn profit
after the client company incur a huge loss. The theories are adopted effectively and efficiently and
the marketing structure was framed accordingly. There are other competitors like David Jones but

5MARKETING CONSUMER BEHAVIOUR: MYER
the client company is the oldest among all. These help the company to grab a huge market share
after incurring lose as there is a sense of trust which prevails in the mind of the consumers.
Previously, company try to capture each and every consumer which backfires against the company.
Lastly, they work efficiently in market research which help the client company to stand again in the
market as a strong competitor. Therefore, it can be said that the company will be going to earn huge
sum of money as female shops more than male and the company target them. So, there is scope of
profit maximization for the company in the near future and it will help the company to hold the
large scale of market share.

6MARKETING CONSUMER BEHAVIOUR: MYER
References
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L., 2013. Consumer engagement in a virtual brand
community: An exploratory analysis. Journal of business research, 66(1), pp.105-114.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers’
perceptions of best practice. Journal of research in interactive marketing, 8(4), pp.269-293.
Hunt, S.D., 2014. Marketing Theory: Foundations, Controversy, Strategy, and Resource-advantage
Theory: Foundations, Controversy, Strategy, and Resource-advantage Theory. Routledge.
Nguyen, D.H., de Leeuw, S. and Dullaert, W.E., 2018. Consumer behaviour and order fulfilment in
online retailing: a systematic review. International Journal of Management Reviews, 20(2), pp.255-
276.

7MARKETING CONSUMER BEHAVIOUR: MYER
Appendices
Primary Research: Interview Response
1. What is your gender?
Respondent 1 Female
Respondent 2 Male
Respondent 3 Female
Respondent 4 Female
Respondent 5 Male
2. What is your age?
Respondent 1 25
Respondent 2 28
Respondent 3 32
Respondent 4 29
Respondent 5 36
3. How many years have you lived in Australia?
Respondent 1 6
Respondent 2 9
Respondent 3 5
Respondent 4 7
Respondent 5 8

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4. Do you live in an urban, suburban, or rural area?
Respondent 1 Suburban
Respondent 2 Rural
Respondent 3 Urban
Respondent 4 Urban
Respondent 5 Suburban
5. How often do you buy items from Australian department stores in person? Online?
Respondent 1 Online, as the department store is far from my house.
Respondent 2 Online, as I live in rural area.
Respondent 3 In every month, from departmental stores and in every two to
three months from online.
Respondent 4 Online, as there is a wide variety of product.
Respondent 5 I only buy from departmental store as I like traditional method.
6. What is your overall impression of Myer in terms of product prices?
Respondent 1 I visited once and I think the price is almost same like products
in online.
Respondent 2 I have no idea, as I never visited the Myer departmental store.
Respondent 3 I think the cost of the products in Myer departmental store is
less than that of online as there is delivery charges which is
included in the online shopping.
Respondent 4 The price is less in departmental store as there is no delivery
charge but it is convenient in online for me.

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Respondent 5 The price is higher in online store than Myer, so I prefer stores
than online shopping.
7. What is your overall impression of Myer in terms of product quality?
Respondent 1 The quality is better in any store as you can touch and then you
can decide whether to purchase it or not.
Respondent 2 As I only purchase online so I cannot judge the quality but in
my opinion the quality in Myer is better as many of my friend
visited the Myer store.
Respondent 3 The quality is better than online store.
Respondent 4 The online quality is better as the company is required live up
to their name.
Respondent 5 The store product quality is much better than that of the online
market.
8. Please rank Myer, David Jones, Kmart, Target, and Big W on each of the following factors.
Please comment on any obvious differences between these companies on each factors.
a. Value for money?
b. Convenient locations?
c. Convenient trading hours?
d. The range of products available?
e. Car parking availability?
f. Store personnel?

10MARKETING CONSUMER BEHAVIOUR: MYER
g. The store ambiance, layout, and features?
h. The loyalty reward program?
i. Returns policy?
j. Delivery and shipping?
k. How good the mobile application/website is?
Respondent 1 Myer: a, d, e, j, h, f, g, i, b, c and k.
David Jones: g, a, b, e, d, c, j, i, k, h and f.
Kmart: g, h, j, a, b, d, c, f, e, i, and k.
Target: g, a, b, e, h, c, j, i, k, d and f.
Big W: e, a, d, b, c, h, f, i, k, j and g.
Myer gives value to the money and provide products
accordingly.
Respondent 2 Myer: a, d, e, g, h, f, k, i, b, c and j.
David Jones: e, a, j, h, f, d, c, b, g, i, and k.
Kmart: a, e, g, b, f, h, c, i, k, j and d.
Target: a, c, b, e, d, g, j, f, k, h and i.
Big W: g, a, b, e, h, c, j, i, k, d and f.
David Jones provide good parking facility as well as good
store ambience.
Respondent 3 Myer: a, e, g, b, f, h, c, i, k, j and d.
David Jones: a, d, e, g, h, f, k, i, b, c and j.
Kmart: e, a, d, b, c, h, f, i, k, j and g.
Target: g, a, b, e, h, c, j, i, k, d and f.
Big W: f, a, c, b, d, e, j, k, i, g and h.

11MARKETING CONSUMER BEHAVIOUR: MYER
Myer and David Jones provide value for money.
Respondent 4 Myer: a, d, e, j, h, f, g, i, b, c and k.
David Jones: a, e, g, b, f, h, c, i, k, j and d.
Kmart: f, a, c, b, d, e, j, k, i, g and h.
Target: g, a, b, e, h, c, j, i, k, d and f.
Big W: e, a, j, h, f, d, c, b, g, i, and k.
Kmart store personnel are very friendly with the customer.
Respondent 5 Myer: a, d, e, g, h, f, k, i, b, c and j.
David Jones: g, a, b, e, h, c, j, i, k, d and f.
Kmart: g, a, b, e, h, c, j, i, k, d and f.
Target: f, a, c, b, d, e, j, k, i, g and h.
Big W: a, e, g, b, f, h, c, i, k, j and d.
Myer and Big W provide value for money and there is a wide
range of products.
9. What did you think of Myer’ “My Store” campaign?
Respondent 1 It is very attractive as it holds special place in Australian’s
heart.
Respondent 2 I can relate with the feeling for being there in every occasion.
Respondent 3 It is nostalgic as they are helping Australian in lifestyle for
many years now.
Respondent 4 It is very attractive and heart touching.
Respondent 5 It is very heartwarming at the same time nostalgic in nature.