Telstra Case Report: Consumer Behaviour, Social & Env. Factors

This report examines consumer behavior within Telstra Corporation Limited, Australia's largest telecommunications company, focusing on the social, environmental, and individual difference aspects that influence consumer decision-making and brand switching. It begins by defining consumer behavior and providing background on Telstra's operations and global presence. The report then delves into the impact of social factors such as family, reference groups, and status on consumer choices, highlighting the significant time Australians spend on digital services. It further explores environmental factors like technology, culture, demographics, and political influences, emphasizing Telstra's efforts to adapt to these factors, including managing carbon footprints and adhering to environmental regulations. The analysis also covers individual differences, including needs, personality, involvement, and motivation, and how Telstra caters to these diverse consumer profiles. The report concludes with recommendations for Telstra to enhance its marketing strategies by considering individual differences, conducting cost-benefit analyses, focusing on 5G services, and offering value-added services at competitive prices. The ultimate goal is to maintain a competitive edge by understanding and responding to the factors that affect consumer decisions and brand loyalty in the Australian market.

Customer
Behaviour -
TELSTRA
ORGNIZATION

Titles
■ Introduction
■ Background of the company.
■ Social aspects and their impacts on consumer decision making.
■ Individual difference aspects and their impact on consumer decision-
making.
■ Recommendations.
■ Conclusion
■ References
TELSTR
A

Introduction
■ This report outlines various social and environmental aspects having significant
impact over consumer decision making.
■ For understanding this impact, it is important to know the meaning of consumer
behaviour.
■ Consumer behaviour is referred to the study of individuals, groups or
corporation considering fulfilment of wants and preferences (Garrigos-Simon et
al, 2012).
■ In last, several recommendations are also being suggested in improvement of
organisation marketing strategies in Telstra Corporation Ltd. in Australia.

Background of the Telstra
■ The Telstra Corporation Limited is Australia’s biggest
telecommunication enterprise which operates in telecommunication
industry and offering wide range of services like voice, internet provider,
cell phone and various other products and services.
■ The company was founded in 1975, 43 years ago.
.■ They have global presence in over 20 countries. They bring many
technology solutions and contents as per the needs of customers.

Social aspects and their impact
on consumer decision-making
and brand switching
■ In every community, social factors plays an important role while
affecting the decisions making process of consumer. It includes family,
reference groups and roles and status (Pickett-Baker & Ozaki, 2008) .
■ There are various others factors too that are having a significant
impact over the brand switching.

Social aspects and their impact
on consumer decision-making
and brand switching
■ Many Australian people spend a vast amount on digital services which
creates various opportunities for Telstra.
■ As per research, people in Australia spend 6 hours a day on social
media annually.
■ Technology running with internet also help them in their various
activities such as bill payment, news and various other resources
linked to technology.
■ This all is also seen in Telstra growth and success in area of digital
communication that transform the world of consumer in Australia.

Impact of the social factor
affecting consumer decision-
making■ These factors have a major impact on all the consumers living in a
society.
■ There are different perceptions carry by different people emphasizing
brand switching and decision making.
■ In Australia, many individual and people belong to long families who
are able to maintain contact with people via telecommunication
services as they have no time in for them in their daily lives and this
leads to opportunity for Telstra.
■ This is also the reason for Telstra growth and success in the Australian
market.

Environmental aspects and their
impact on consumer decision-
making■ There are various environmental factors such as demographic,
political, technological and cultural having significant impact over the
consumer decision making (Young et al, 2010).
1. Technology - Intense competition and availability of alternative
options for consumers in the form of advanced technology such as 4G
services and cameras may stimulate consumer to switch to another
brand. Telstra is providing high-tech mobile services as per the
customer needs and preference.

Environmental aspects and their
impact on consumer decision-
making2. Culture- It is composed of perceptions, behaviour, value system and
preferences (Linan, 2008). The culture, which is defined by Australian
people, is also influenced by geographically. Telstra notices that 78%
of individuals are older people and also using platforms like social
media and internet.
The company determines as the lifestyle along with customs of
individuals which assists in characterising of a society.

Environmental aspects and their
impact on consumer decision-
making■ Demographics - It divides the market on various consumer profiles
such as age, gender, lifestyle and income (Awad, 2011). It is very
important for Telstra to segment and targets the market on the basis
of various consumer profiles and behaviours such as high, medium
and low involvement, income level, etc.
■ Political – The telecommunication industry offers value-added
services, allow consumer to fulfil the requirement of their adaptive
needs. After the satisfaction of price and political instability, it has
enabled features such as fast network, superior customer service,
access cost and so on.

Impact of the Environmental
factor affecting consumer
decision-making■ The individuals in Australia are more concern towards their culture,
environment, perception and stability. Telstra is helping the customers
by various means and with delivering best deals and offers.
■ The company also manage to control carbon footprints with
stimulation of advancement in their digital products and services.
Telstra also follows various environmental regulations, which have an
impact on the purchasing decision of the consumers.
■ All these help them in fulfilling their commitment and lead them
towards success and growth.

Individual difference aspects and
their impact on consumer-
decision-making■ Consumer decision making is perceived as a cost-benefit analysis surrounded
by various psychological paradigms.
■ At every stage, their decision-making process is influenced by individual
differences. The diversity in the customers including their nature needs and
preferences all impact on the process of consumer decision making.
■ Some of the individual factors include motivation, personality, behaviour,
involvement, perception and learning (Taylor, Ntoumanis & Standage, 2008). In
next slide, there are respectively described.