Qantas Airlines: Market Segmentation and Consumer Behavior

This assignment provides a comprehensive analysis of Qantas' marketing strategies. It begins by exploring the various types of market segmentation employed by Qantas, including geographic, demographic, psychographic, and behavioral segmentation, and identifies the airline's target markets. The assignment then uses a map to position cities based on consumer views of accessibility and attractions. It analyzes the micro-environments affecting fitness centers. It further delves into the consumer buying decision process, outlining the five stages. Additionally, it examines the cultural values of South Asian children and how families and social media impact consumer behavior. Finally, the assignment explores mobile marketing strategies, including challenges and solutions for effective implementation.

Question 01
Types of Market segmentation use in Qantas
Geographic Segmentation
This market has a more exact geographical profile for Qantas' airlines, and is divided up by
nations, states, regions, countries, towns, districts, and geographical data. Qantas provide an
indication of supply by geographical regions. There are numerous customer types worldwide.
When Qantas employs its geographical sectors, they attempt to identify the nations that mainly
use Qantas flights. European countries, for instance, are more people utilizing our airlines than
Asians. That's why the European market is targeted.
Demographic Segmentation
Demographic segmentation is the market divisions by age, gender, family, income, work,
education, religion, race and nationality. The market divides the market into groups.
Demographic segmentation characteristics are one of the most frequently used basis for client
segmentation. Partly because the client wants the variables such as income and age to be
closely tied together. Most of these people are educated. Most of the users of Qantas Christian
religions. Once again, most of Qantas customers are gentle. Various customers have various
revenues. Qantas use the first class, business class and economic class.
Psychographic Segmentation
Personal fulfillment depends on psychographic. Psychographics is the knowledge to better
comprehend the customer with demographics. Divided according to their lives, personality,
values and social class is psychographic segmentation. Each person has diverse ideas and
different nature. In their opinion surveys, psychographic segmentation is one instrument to
measure lifestyle, including activities, opinions, attitudes, values. Qantas customer has a
distinctive way of living in this segmentation. The social class is distinct in various persons. For
instance, Qantas medium-sized customers use the economic class seat and the affluent
individuals. Qantas offer various people different services in this segment
Behavioral Segmentation

Consumers are split into categories in behavioral segmentation based on their knowledge,
attitude towards, use and/or reaction to a product. It is founded in fact on the consumer's
conduct. Some persons have sufficient money. Segmentation of behavior is based on client
behaviours
Recommend Target market for Qantas
Qantas airlines can be called difficult in terms of market segmentation because they have
different criteria, expectations and needs. The airline usually adopts behavioral segmentation in
the selection of the target market. Qantas positioned their aviation services as providing infinite
comfort and the highest quality service in the globe. Qantas' target audiences are business
travelers traveling to or from Australia. This is also divided into ordinary travelers, conference
travelers or business travelers. In addition, the Qantas airline should target leisure travelers.
Question 02
The map positioned the cities in accordance with the customer views. The impressions of
'accessibility' and 'attractions' are mapped according to two dimensions. "The degree of
affordability" is drawn along the x-axis and the dimensions "attractions" are drawn along the y-
axis. The dimension "attractions" also focuses on two crucial criteria, namely "closeness to
beaches" and "attractions" The attractions focus specifically on cultural attractions like historic
sites, monuments, art galleries, zoos, gardens etc. In the y axis we can label the towns as
"extremely costly," "medium costly" and "affordable." These dimensions can be used to place
the following cities.
1. Paris:
Paris was considered a "very expensive" town, a heritage place as well. Indeed, among the
other cities it's the most expensive. Life is very expensive, yet the city has many monuments,
historic sites, art galleries and cultural sights to offer.
2. Rome:
Rome was described as being "quite costly" but not as costly. Like Paris, Rome boasts a range of
historical places as a "heritage hotspot."

3. Las Vegas:
Las Vegas is a "very costly" city with limited attractions than Paris and Rome.
4. Cancun:
Cancun is a "moderately costly" city that is capable of attracting clients to both beaches and
cultural monuments.
5. Washington D.C:
D.C. is a "moderately pricey" town with a wealth of historical and cultural attractions
6. Maui:
Maui is the most expensive of Rome, but is not a monument but a chance of enjoying
magnificent beaches. Customers that favor Maui are not budgetary, and prefer to take use of
the beach attractions.
7. Nassau:
Nassau is a city that is "moderately pricey" and a city of beaches. On the other hand, it's a great
alternative for a budget-constrained individual who wants to enjoy beaches but finds living in
Maui excessively pricey. In comparison to Tampa, though, Nassau has few playing attractions.
8. Tampa:
Tampa is a 'cheap town in which you may live. It is actually the cheapest city on the map
compared with other towns. It is a "beach city," however, that provides a budget-limited
customer with an amazing beach life.
Question 03
The two micro environments that affect quick fitness on this market are the availability of
qualified staff and the attitude and demand of the diagram market to fitness centers. In view of
the availability of work, it is considered one of the most essential elements in the creation of a
new fitness center in Australia if the labels are sufficiently accessible that the salary rate will be
lower because of an excess of labor supplies over demand and because the wage rate would be

very low and the staff costs would be decreased. 62% of people are working full time at 36%
part-time so unintended unemployment is because people are willing to work but cannot find
work at the prevailing market rate, which is why the wage rate decreases because of the excess
labor supply and the start of a fitness center in Australia is more profitable The attitude of
people in Australia to fitness training and the amount required for fitness centers in Australia is
another important factor to keep in mind when formulating marketing strategies, and they
always try to ensure the day-to-day exercises and diets to maintain good health by the amount
required of fitsness centers These two major aspects I would want to examine in developing
marketing strategies do not alt the amount of people demanded One is the availability of
manpower, and the second is the attitude and number of fitness centers required.
Question 04
Consumer Buying Decision Process
There are five stages of Consumer buying decision
Need Recognition
In this first step, the customer acknowledges his unmet need and his desire drives him to
action. Unmet needs because an inconvenience for the customer, which makes him realize that
Need Recognition
Information search
Evaluation of Alternatives
Purchase Decision
Post Purchase Evaluation

products and services can be purchased or consumed. In this case the need of new computer to
work at home, because the old computer condition is very bad. That’s why the need of new
computer.
Information search
The consumer identifies alternative items and brands which can satisfy his demands in this
second phase of the decision-make buying process, and so collects information from many
sources. Whether to ask for knowledge or to search the internet. In this case for buying new
computer we information gathers from friends and relatives and from internet. We gather
information about computer brands like Dell, Apple, Acer, Lenovo and Samsung.
Evaluation of Alternative
The consumer is looking at the advantages and drawbacks of the alternatives identified in this
third phase of the consumer purchase decision process. Once certain good choices are
identified, before making a decision, the consumer assesses them. In this case like buying new
computer the laptop companies including Samsung, Dell, Apple, Lenovo and Acer that collected
information will now be evaluated in terms of pricing, durability, speed, guarantee,
performance and colour.
Purchase Decision
The consumer decides to buy or not to buy in this 4th stage of the consumer purchase decision
and makes further purchase decisions. The consumer must determine whether or not to buy
after seeking and assessing. In this case buying a new computer decides to buy a high battery
life Apple computer.
Post Purchase Evaluation
Finally, the consumer is looking at making the correct option in this fifth step in the decision-
making process for consumers. On his way through the purchasing process, what the consumer
learns influences his way of behaving the next time the same demand is pressured. In addition,
new opinions and convictions were established and the old ones rectified. In this case buying a

new computer purchased the Apple is not happy with the computer he will persuade is friends
not to buy an Apple as his experience about Apple is negative.
Question 05
Values of culture in south Asian children
The Constitution recognizes Islam as the official faith of the Emiratis, and rules against heretics,
non-Muslim proselytism and transformation from Islam exist. All typically Emirati attributes
stemming from Islam and these are the typical principles that Emiratis child is exposed to:
giving back, loving others, treating people fairly, being familial and keeping his identity.
How families affect children's consumer behaviours.
Research shows how well your family performs strongly influences the behavior regulation of a
youngster. Due to their need on parents to meet their requirements, child's concept of the
value of families will develop throughout this time. A family is a social community that affects
and influences every member. This allows family influences on client behavior to be studied by
examining the purchasing duties, dynamics of the family and the cycle of life of a family
member.
Social media plays a role on children's consumer behaviours.
Consumer buying patterns can be influenced by social media, including news, images,
marketing, promotions and influencers. The impact of the social media on customer behavior
cannot be overlooked by brands and companies, which are quite likely to be the same as
children copying their parents. Social media influences client purchasing choices because
Internet commerce is growing and consumers spend time on social media. Consumers touched
by social media are more likely to spend four times.
Question 06
Mobile marketing is the way to those brands that want to reach today's consumer. Studies have
demonstrated that people spend a lot of time researching things on their smartphones before
deciding to buy them. Mobile marketing allows brands to reach consumers' new markets, to
adapt messaging and to increase brand loyalty throughout the buying journey at crucial points.

But firms must also take the challenges into account in order to create an effective mobile
marketing strategy.
Challenges
 User’s identification on numerous devices including desktops, smartphones and tablets
because non-participant Cookies on most mobile networks are not acceptable or
accepted.
 Mobile environment fragmentation by moving users from mobile to mobile applications.
 Failure to standardize or quantify success in surroundings and devices.
 Confusing the mobile-only players' new ecosystem, including mobile ad networks,
moving and mobile data transfers.
Solutions
Step 2 overcomes these and is what you are doing using a technological tool called a mobile
data management platform and a mobile DMP, a central platform for the production, analysis
and execution of public access data in one place for the first and third party mobile and desktop
advertising.
Brands from numerous sizes across the world utilize a mobile DMP for many reasons including
linking public interactions across mobiles and desktop tactile to ensure consumer experience is
the most coherent in all areas.
Brands can utilize and analyze the large quantity of customer data generated by mobile devices
including intention, relocation and purchasing behaviours – to improve target advertising across
multiple mobile devices and platforms, including smart phone apps, mobile advertising and
tablet campaigns.