Consumer Behaviour Analysis - Manliness & Australian Drinking Culture

November 19, 2018
Author : Alex

Solution Code: 1EIH

Question: Consumer Behavior Analysis Assessment

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Consumer Behavior Analysis Assessment

Case Scenario/ Task

Identify and discuss 2-3 key consumption behaviour topics discussed throughout the semester. In your analysis you will identify sub-topics relating to the key CB topics identified. You will need to think carefully about this section and the analysis approach in order to ensure this section is written clearly and succinctly.

CB Analysis section: applying theory

•Apply individual and social factors to evaluate consumption decision-making.

•Sub-headings should comprise of 2-3 key topics YOU identify as impacting decision-making

•EG: key factors may be ‘attitudes’, ‘group reference’ etc

•When discussing key factors you will develop an argument to include other sub-factors that influence consumer’s consumption of the Brand/product.

•Eg: if attitudes is a key factor it is highly likely that you will also discuss how lifestyle, perceptions, marketer influences (strategy) – of course dependent on your brand/product

•Structuring the CB analysis section

•There is no one way to structure this section – some tips

•Create a mud-map of how sub-factors link to key factors influencing d-making (similar to a network analysis)

•You might find that the key factors are relevant at different stages of decision-making which will assist your analysis

•We are interesting in YOUR analysis and the justification of the arguments you present. Your analysis must be objective and substantiated through evidence

•Journal articles linking theory to practice

•Evidence from broader market

Analysis - use of marketing tools and theories (eg competitor analysis, perceptual map, network analysis/laddering, integrated use of theory to explain practice).

{*** offer code can be varied from 1-5***}

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Solution:

1.0 Introduction

Consumer behaviour refers to the process by which consumers are studied. The study may include individuals, groups, and organizations. The study examines the process they usually choose to select, secure, use, and dispose of goods and products. Each is entitled to his or her unique behaviour. For this reason, manufacturers are developing a variety of products that are meant to serve the needs of the different consumers that have different behaviours in the market. It is crucial for manufacturers to study this behaviour. This is the key to remaining relevant within the industry. Human beings are inherently regarded as social animals. This means that they like interacting with one another frequently. Also, human beings, individually influence each other. These trends determine the products made available in the market. It is for this reason that there are products that are common in the market while there are others that are common. The level of popularity is dependent on the human behaviour.

2.0 Manliness

2.1 Background

Some factors within the human behaviour influence the consumer behaviour as a whole. Manliness refers to a traditional male quality, whereby they behave in a strong and brave manner. These behaviours help achieve some form of consumer behaviour. The attitude of being brave and strong in nature may have some influence on the consumer behaviour in the market. Manliness creates a specific attitude in the buying sector. Consumers also influence one another when making their purchases in the market. For this reason, the organizations that provide the various goods and services within the market are often affected by these behaviours. If they supply products to the market without conducting a proper analysis, then they are more likely to incur losses in the end. Because of manliness, men will have a certain perception about the product they will consume. When people are placed together, they influence one another. In the same sense, men behave differently when they are in a group as opposed to when they are alone.

2.2 Motivation

Men prefer acting brave and strong. There are different things they are interested in that women are not interested in. For example, men do not buy or use make-up. On the other hand, women do buy and use make-up. For this reason, men will not be seeking to buy makeup in the market. This is a state of manliness that has influenced their consumer behaviour in the market. Also, when interacting with other men, the state of manliness causes them to behave in a certain manner so that their peers do not refer them to be weak. The state of manliness will cause them to behave in a certain manner. Based on the peer reaction, men can decide to consume some products and choose not to consume others. This is the part where the consumer behaviour is influenced by the group they are associated with. For example, when a group of men decides to buy French fries for dinner, some of the members will have an influence on the other members with regards to what they will eat. With this perception, it can be observed that the consumer behaviour has been influenced by group decisions.

The decision-making process is largely affected by the consumer behaviour practiced by the buyers in the market. The decision-making process is influenced by the motivational factors that are present in the consumer business. Abraham Maslow developed the hierarchy of needs. This has an influence on the consumer behaviour adopted by men because of the manly spirit. Human needs can be categorized into various sections. According to Maslow, one need has to be satisfied before priority can be shifted to the next need in the hierarchy. The first and most basic need in the need for basic needs. These are food, shelter and clothing (Steinman & Karpinski, 2009). Every person has these needs in them. The motivation to make some decisions lies with the impact of these consumer choices. Consumers can have the need to eat food; hunger motivated them. Therefore, they will make the decision to buy food. The type of food will vary with the level of hunger they have. The higher the hunger, the less likely the chance of being chosen over the choice of food to buy. On the other hand, the lower the level of hunger the higher the chances of choosing the type of food to consume. In this case, hunger has played a motivating role in causing the human being to choose a particular choice of food. This shows that the element of motivation has played a major role in ensuring that a particular type of food is selected by the consumer.

2.3 Promotional Practice

Manliness can be a driver of the purchasing behaviour. The marketer promoting the products to be consumed can also influence the consumer behaviour about manliness. Men will not buy products that will make them seem weak in front of their peers. For this reason, the marketer will promote products with the intention of creating awareness in the target market. The target market is the men; the promotional campaigns will be designed in a manner that will make the products seem manly (MacInnis et al, 2010). For example, a body lotion will contain the brand of a man who is masculine in nature and the voice behind the advert will be that of a male figure. This decision will influence the consumer behaviour of the men in the market. The consumer behaviour in this sense will be that a majority of the men will consider buying the product for their personal use and feel manly about their decision. The consumer decisions made will be for the advantage of the company. On the other hand, if the marketing campaigns are not masculine in nature, a majority of the men will not purchase the product because of their masculinity. This is despite the fact that the product was designed for use by the men. This will influence the consumer behaviour to refrain from buying the product. It is for this reason that the organization should study the consumer market and establish a good understanding of the consumer preferences and behaviour.

3.0 Australian Drinking Culture

3.1 Background

The act of drinking can influence the operations of any organization with regards to product promotion in the market. For a long period now, it has been considered a norm to engage in heavy drinking within the Australian boundaries. At some point, the convicts in the country were paid with rum. The group being paid with rum formed a movement known as the Rum Rebellion of 1808. The group caused the only successful armed takeover in the country. This is also an indication that the culture of drinking alcohol has existed since the ancient times. The international community has also considered Australia to be a country characterized by alcoholism. This has prompted the Australian government to implement measures that would help in reducing the high consumption of alcohol in the country. This was done through the raising of taxes on the products. In some cases, attempts to reduce the intake of alcohol in the country achieved the opposite results. The consumption of alcohol is increased instead.

3.2 Lifestyle Choices

The Australian community has made some lifestyle choices that have influenced their consumer behaviour. The Australian drinking habit has also influenced the consumer behaviour of some individuals within the country. This drinking culture has caused the non-drinkers to engage in alcoholic activities as well. This is mainly a result of peer pressure. Because of the heavy drinking culture in Australia, more and more people are lured into engaging in alcoholic activities because they are following in the footsteps of other people in the society. For this reason, the consumer buying behaviour is affected in the sense that more people will make a choice to buy alcoholic drinks. The manufacturers of these products will generate a large amount of revenue based on the facts that people are influencing each other to drink the alcoholic drinks. Drinking is a lifestyle choice that people will make. When compared to people who did not make a choice to drink, they have a different consumer behaviour than those who have chosen to drink. Because Australia has a culture of heavy drinking alcoholic drinks, there is a higher likeliness that more people will be lured to the same practice.

3.3 Addiction

Alcoholic beverages are addictive in nature. For this reason, people will be more likely to continue consuming the products in the country. Also, it has affected the consumer behaviour within the country. The consumer behaviour behaves in a manner that people are always willing to consume the alcoholic drinks every time (Lambrecht, Seim & Skiera, 2007). Once alcohol is consumed for a prolonged period, the consumers of the product become addicted to the taste of alcohol. Once they are addicted, their consumer behaviour immediately changes. They begin craving for more of the product. With the decision to do that, we can see that the consumer behaviour has been changed. When compared to the period when the individual was not drinking alcohol, there was no need to buy alcohol because they were not addicted. From this scenario, it is evident that the addiction in the alcohol has influenced the buying behaviour in the country. Addiction is something that is inevitable, as long as the consumer continues suing the product. The level of addiction is what drives the purchasing power. For example, if a person is highly addicted to a product, they will do anything in their power to buy it. This shows the trends of the consumer behaviour. Because of the high addiction, the consumer behaviour in the country will be geared towards the purchase of the alcoholic drinks.

3.4 Effects

Alcoholic drinks caused some effects and emotions to come into effect. This has some effect on the buying behaviour of the consumers. These feelings and emotions evoke the need to drink more alcohol. The manufacturing companies should have done research in the market and assessed the consumer behaviour. This will help them in identifying that the people in the country prefer drinking certain types of beverage brands. All this has been influenced by the buying behaviour within the country. Addiction will cause the consumers to have specific brands that they are used to. This will influence their buying behaviour in that they will constantly consume the same product every time. On the part of the organization, they will be in a position to determine the number of beverage bottles of a particular brand will be consumed. This creates predictability within the buying behaviour. High predictability levels will be highly beneficial to the organization. This will translate to a reduced marketing costs, among other operational costs.

4.0 Conclusion

Buying behaviour can work for the benefit of any organization when critically studied. Organization swill finds it in their best interests to study the consumer behaviour in the market. This will enable them to produce products that are tailor made to the consumers that are available in the market. However, there are various factors that can be used to influence the behaviour of the consumers within the market. Addiction has also played a significant role on this front. Addiction has caused consumers to become loyal customers to the place where it is sold. Companies that engage in the practice of selling alcoholic drinks have been at an advantage because they have witnessed reduced operational costs on their part. On the other hand, men have a character known as manliness. The level of manliness they possess will dictate the consumer behaviour they possess as well.

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