Customer Behaviour and Individual Differences: A Telstra Analysis

This report delves into the impact of customer behaviour and individual differences within the Australian telecom industry, with a specific focus on Telstra. It begins by identifying individual difference factors, such as marketing strategies, advertising effectiveness, and after-sale services, and their influence on consumer behaviour. The report examines the quality of services, brand recognition, pricing, and peer influence as key factors in customer decision-making. It highlights the impact of these factors on Telstra's customer base, emphasizing brand loyalty and the importance of data and voice services. The report further suggests improvements to Telstra's marketing strategies, advocating for the application of consumer behaviour theories like Maslow's hierarchy of needs to better understand and meet customer demands, ultimately aiming to enhance the company's competitive advantage. The analysis is supported by survey data and industry insights, providing a comprehensive overview of the interplay between individual differences and customer behaviour in the telecom sector.

Running head: CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
Name of the Student
Name of the University
Author Note

1CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
Table of Contents
Introduction..........................................................................................................................2
Identification of individual difference factors.................................................................2
Impact of individual difference factors............................................................................4
Improvement of marketing strategies..............................................................................6
Recommendation.................................................................................................................8
Conclusion.........................................................................................................................10
References..........................................................................................................................11

2CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
Introduction
The following paper discusses on the impact of customer behaviour on the issues
presented by individual differences existing within the given market. The paper opens with a
discussion on the individual difference factors that are presented within the Australian telecom
industry. The paper then proceeds to discuss the impact of these factors on the behaviour of the
clientele of the organisation. The paper further proceeds to discuss the implementation of the
theoretical knowledge of the theories of consumer behaviour in the operations of Telstra. The
paper nears a conclusion with the recommendations for the betterment of the competitive
advantage Telstra.
Identification of individual difference factors
The individual difference factors that might influence the concerned clientele of any
given business organisation refer to the various psychological factors that are unique to the
different clients of the organisation. These factors generally depend on the various individual
factors like the preferences of the concerned individual as well as the various factors like the
difference in the ethnicity, the background to which the individual belongs as well as the
demographic issues that are prevalent within the given area wherein the company has been
operating (Letheren, Kuhn, Lings & Pope, 2016). The major factors that are known to be
affecting the consumer behaviour in case of Telstra refer to the various factors like the strategies
that are adopted by the company for the marketing of the product, the advertisements that were
used to create an appeal among the clientele, the procedure and the strategies that are followed
by the concerned company in order to promote the sales of the concern as well as the after-sale
services that are provided by the concerned company in order to retain the clientele of the
company as well as develop the loyalty of the clientele towards the given organisation.

3CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
The major individual factor that bears the greatest relevance for the consumers of the
company refer to the quality of the services that are provided by the company towards the
clientele. The consumers of the concern in discussion, Telstra, are known to have been providing
a proper service to the clientele (Keller, 2016). This is majorly reflected in the fact that the
consumers who have responded to the surveys that were conducted and stated that the majority
of the clientele nearly 70% of the total client base of the company would not like to change their
telecom services. The surveys that were conducted for the completion of the research stated that
the almost 50% of the total surveyed population had been presently undertaking the services that
are provided by Telstra. The majority of the people who constitute almost 90% of the population
have responded positively to the major importance of the cellular services in their daily lives.
The other factor that poses to be an individual difference factor in the telecom industry
refers to the factor of the services that are offered by the company. The services that are offered
by the company play a major role in the meeting the client demands (Lin, Featherman & Sarker,
2017). The services that are provided to the clientele is majorly judged by the client on the
grounds of perishability, variability the inseparability and the intangibility of the service that is
provided (Curcuruto, Griffin, Kandola & Morgan, 2018). This is one of the majorly used method
for the knowledge on the satisfaction of the clientele of company on the issues that are presented
within the given market wherein the company has been operating (Curcuruto, Griffin, Kandola &
Morgan, 2018). The survey that was conducted within the given client base refers to the fact that
the majority of the clientele of the company spends on both the data and the voice services that
are provided by the companies serving within the telecom industry. The survey results revealed
the fact that the major factor that influences the client behaviour in case of the selection of the
cellular service providers is the quality of the services that are provided by Telstra. The other

4CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
factors that have been influential in the decision-making activities of the companies refer to the
recognition of the brand value, the price of the product and the influence of the peer group in
order of the amount of the responses that are received (McCormac et al., 2017).
The advertisements that are aired on the several media platforms also form a part of the
factors that are responsible for the differences in the individual factors that bear relevance to the
consumer behaviour in case of the concerned company (Guèvremont & Grohmann, 2016). The
survey results reveal that among the major advertisement policies that are adopted by the
company, the advertisements that are displayed on the television platform have been reaching out
to the people involved in a better manner. The survey results stated that the majority of the
people depended upon the television advertisement commercials for their choice of the telecom
services that they have been using. Letheren, Martin and Jin (2017) state that the other modes of
advertisement that have been influencing their choices refer to the print media, the advertisement
commercials that are presented over the radio, the print media advertisements and the word of
mouth mode of advertisement that is practiced by the existing clientele of the concerned
organisation.
Impact of individual difference factors
The individual difference factors have a huge impact on the buying behaviour of the
clientele of the organisation. Laksmidewi, Susianto and Afiff (2017) state that the major factors
that are found to have a huge impact on the purchase decision of the clients refer to the factors of
the availability of the products, the importance of the usage of the cellular activities for the
residents of the area, the services that are majorly used by the clientele of the company and the
requirement of changing the service provider of the concerned person due to a plethora of
reasons.

5CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
The survey results put forth the fact that among the majority of the telecom service
providers that are present within the Australian territories, Telstra is hugely popular among the
target clientele. The client base of Telstra accounts for nearly half of the total number of people
who have been availing the cellular services within the territorial boundaries of Australia. This
helps in pointing out the fact that the majority of the users of cellular services tend to belong to
the client base of Telstra thereby helping in the inference that the concerned company in
discussion is one of the major forerunners in the Australian telecom industry (Fang, Wen,
George & Prybutok, 2016). The clientele of the company is known to have been loyal to the
company. The survey results reveal the fact that the clientele of the company in discussion would
not be changing the service providers on the grounds of peer group influence, lower price range
or any other reason in the near future. The survey revealed that the clients might however tend to
change the service provider if they are offered a deal on the speed of the data form another
telecom company that has been featuring in the Australian telecom industry.
The consumer base of the company in discussion, Telstra is known to be majorly seeking
the best of the services in the both the fields of the data and voice. The target clientele of the
organisation therefore generally includes the students, the majority of the young and working
members of the society, the homemakers and various other people who belong to the different
realms of the society. This has led to the huge amount of the diversification among the client
base of the concerned organisation (Kumar & Ghodeswar, 2015). The company is known to have
been offering several plans that are exclusively designed to cater to the needs of the concerned
field of the clientele of the organisation. The company further exercises the control over the
various issues that are faced by the clientele of the organisation in terms of the various services
that are offered by the company in the factors that pertain to the requirement of the voice and the

6CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
data of the concerned client (Badgaiyan & Verma, 2015). The client base of the company is
observed to be extremely strong and loyal despite the existence of a plethora of choices
regarding the service providers who offer the cellular services within the country.
The majority of the people who have been using the services that are offered by the
company tend to opine that the quality of the service provided is one of the major features that
need to be taken into consideration while deciding on the purchase of a given service. The results
of the survey state that this line of thought is agreed upon by 40% of the clientele who have been
using services that are offered by the majority of the companies that are present within the
concerned territory. The other factors that tend to influence the selection of the cellular service
provider refer to the brand name of the company that is offering the service, the price range that
is implemented by the company that has been providing the service (Collier, Moore, Horky &
Moore, 2015). The influence of the peer group in case of the choice of the service provider
amounts to a very low 10% of the entire population that was considered for the survey.
The survey further reveals that there exists a major competition in the matters of the
number of service providers that exist within the area. The survey reveals that 90% of the survey
population have opined that there is no dearth of the cellular service providers within the
Australian territories. The survey further reveals that the shopping behaviour of the clientele also
depends on the advertisement that is aired by the concerned service provider (Kelley & Alden,
2016). The survey states that the advertisements that are provided on the television media is one
of the major factors that attract the clientele to the concerned company.
Improvement of marketing strategies
The marketers who have been involved with the company in discussion should
implement certain theories of the consumer behaviour in order to put forth an increment in the

7CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
matters that are related to the overall performance of the organisation. The concerned
organisation should implement the various factors that are required for the judgement and the
understanding of the various needs of the concerned clientele of the organisation (Xie, Bagozzi
& Grønhaug, 2015). The understanding of the client demands plays a huge role in the matters
that are essential for providing the required service to the clientele. The company in discussion
should implement the theoretical model of the hierarchy of needs as proposed by Abraham
Maslow in order to put forth a proper judgement on the requirements of the clientele (Lancaster
& Massingham, 2017). The theory of the hierarchy of the needs would help the concerned
company in discussion to develop a proper insight into the issues that are highlighted from the
end of the clientele of the organisation. The implementation of the hierarchy of needs that was
proposed by Maslow helps in the development of the understanding of the factors that motivate
the consumers of the organisation (Fallatah & Syed, 2018). This might help the concerned
company to satisfy the need of the clientele as well as put forth an increment in the quality of the
services that are provided to the concerned clientele.
The concerned company in discussion, Telstra should attempt a survey on the preferences
and the needs of the consumers. This would help them in designing the services in a better
manner. The concerned department of the organisation should also further keep a track of the
factors that are used by the clientele as a measure for the judgement of a product or service that
is offered to them (Bradford, Courtemanche, Heutel, McAlvanah & Ruhm, 2017). The other
issue that is being highlighted for the discussion on the consumer behaviour within the
Australian telecom industry refers to the issue of retaining the clientele of the organisation with
the implementation of the several amounts of perks that are required for the retention of the
existing clientele as well as the attraction of the newer clients (Chuah et al., 2016). The

8CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
concerned management of the company should be encouraged to introduce certain airing of the
advertisement that would promote the loyalty of the clientele towards the given brand. This
might help in the increase of the client base of the organisations as well as lead to the promotion
of the business of the cellular service provider among the concerned residents of the area.
The company should also consider the issues that are presented by the concerned
clientele in the matters of perception that is formed among them. The company should look into
the representation and the exposure that the brand has been receiving in the given market. This
might lead to the issues that are presented due to the improper presentation of the company in the
given market. The majority of the information that is acquired by the clients of an organisation
are not the information that they have been seeking in that particular time period. This in turn
leads to the processing of the information that is redundant at that point of time. The company
might also implement the Weber’s Law in order to bring about a change in the consumer
behaviour (Shan, 2018). This might be possible through the introduction of the smaller amounts
of the data and voice call packs in order to gain popularity among the frequent users of the
telecom services. The introduction of the smaller combined data and voice packs might help in
the increase of the clientele the concerned telecom company in discussion, Telstra. This might
also help the company to attract a larger client base that would be benefitted by the introduction
of these packs. White and Vilmain (2015) state that the company should also consider the
personality of the concerned clientele on the basis of the issues that are derived from the
purchase behaviour as is reflected from the surveys that are conducted by the concerned
organisation.

9CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
Recommendation
In order to overcome the various issues that are discussed above, the company in
discussion, Telstra might be advised to consider the following recommendations.
 Implementation of a proper judgement on the requirements of the clientele. This might
help the concerned company to locate the areas wherein the company might need to
improve in order to maintain a proper competitive advantage. This would further help in
understanding the factors that motivate the consumers of the organisation. The
understanding of the factors would in turn assist the concerned company to satisfy the
need of the clientele as well as put forth an increment in the quality of the services that
are provided to the concerned clientele.
 Maintaining a close observation on the purchase behaviour of the clients of the
organisation. This in turn might help the company to put forth the various improvements
that might help in attracting the new and potential clients to the organisation as well as
help in the retention of the existing clientele of the organisation.
 Implementing perks for the retention of the existing clientele and attraction of the
newer clients. The company in discussion might be advised to retain the existing client
base as well as attempt to increase it by attracting new clients towards the company. One
of the best ways to attract the clients towards the company is to implement a variety of
perks and offers alongside the existing telecom services that are provided by the
company.
 Increase in the representation as well as exposure received by the brand in the given
market. This might help in the increase in the number of the clientele of the organisation

10CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
due to the increase in the popularity of the product and the services that are provided by
the concerned organisation in discussion.
 Introduction of the services that are smaller in size and in the benefits offered than the
services that are presently being offered by the organisation. The introduction of the
smaller combined data and voice packs would assist the increase of the client base. The
company would be able to attract a larger client base. This in turn would help in the
increase of the revenue that is earned by the company in discussion.
Conclusion
Thus, the above discussion might be safely concluded on the note that the consumer
behaviour plays a major role in the development of the revenues that are earned by the company.
The services that are offered by the company play a major role in the meeting the client
demands. The services that are provided to the clientele is majorly judged by the client on the
grounds of perishability, variability the inseparability and the intangibility of the service. The
majorly used method for the knowledge on the satisfaction of the clientele on the issues existing
within the given market refer to the method of conducting market surveys. The above discussion
majorly discusses the outcomes of the survey that was conducted on the clients of the Australian
telecom industry. The above discussion presents a number of recommended measures that might
be implemented by Telstra in order to achieve a better competitive advantage.

11CUSTOMER BEHAVIOUR AND INDIVIDUAL DIFFERENCES
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