Consumer Behaviour Related to Myer Australia - myassignmenthelp

Question: Discuss about theConsumer Behaviour Related to Myer Australia. Answer: About the company The founder of the company was Sidney Myer and he was one of the great philanthropists of Australia. Myer was found in the year 1899. The store has continued its legacy since then. The company is Australias largest departmental store, which has a full line of products (Myer.com.au, 2017). It has around 60 stores all over Australia in the prime locations. The company maintains a strong relationship with the community and the partnerships are meaningful with the local communities. The company has made many investments in the local communities. Myer has focused on many community partnerships and the company has given importance to charity and cash donations. Services, processes and communication available in the website Myer has a full proof website to support the customers. The company has a variety of products including men and women garments, beauty products, kids products, all types of home products including kitchen, dining, bedroom and bathroom products, travel goods, furniture and goods and also electrical appliances. The company website provides detailed information regarding each product and the price of the products is also given. The promotional offers and the offers related to clearance sale are provided in the website. Facilities of contacting directly with the company are provided in the customer support section of the website (Wilson et al., 2012). Effect of these services on consumer decision making The information provided in the website of the company has a lot of impact on the behavior of the consumer related to the products. Consumer behavior is the process by which the activities of the individuals or groups of people is studied in relation to the purchase and use of services or goods. Consumer behavior plays an important role in the formation of marketing strategies of an organization (Solomon, 2014). The psychology and behavior of the consumer towards the products or services offered by the company impact the formation of their marketing strategies. In this case, the website of Myer is designed keeping in mind the behavior of the consumers. Accordingly, customer support is provided so that the company can connect with the consumers and change their offerings according to the needs of the consumers. The needs of the consumer are assessed by the company and the changes are made with respect to the same. The alternatives that can be provided are also analyzed in this case. After sales service is provided by the organization with the help of customer support in the website. This reassures the consumer even after he has purchased the product (Mullen Johnson, 2013). There are four different models of consumer decision making, which are the economic model, which states that the consumers are capable of taking rational decisions, passive view model, which states that the consumers take the decisions with respect to the promotional activities done by the company, cognitive model, which states that the consumers take decisions based on their own understanding and interests and emotional model, which states the emotional aspects of the consumers play an important role in their decision making process (Lantos, 2015). The website of Myer provides the products and offerings according to the specific needs of the consumers. Gifts and gift cards can also be purchased from the website according to the needs of the consumers. The company also provides memberships for the consumers, which is called Myer One. The customers receive rewards through their shopping if they are the members of this store. These rewards can be used to buy new products. Information related to the pricing policy of the organization is provided in the company website. With the help of this information, the consumers can decide about the products or services they want to purchase and from which organization (Oliver, 2014). The psychological process of the consumer has an impact on the decision-making. If the consumers have a pleasant experience in the shopping process there are high chances of them coming back to the same store. Behavior of the consumers determine their loyalty towards the brand. The consumers can provide their feedback related to their experience through the feedback form available in the website (Myer.com.au, 2017). Recommendations The products that are offered in the website of the company are not provided with free delivery options. The customer has to collect the product from the stores. Providing free doorstep delivery will increase the area of service of the company and will help in gaining more consumers. The reason being that the consumers more linked to online shopping can use this website and the behavior towards the organization changes. Conclusion From the above analysis it is evident that consumer behavior is an important factor related to the marketing activities of the organization. The organization needs to understand the requirements and interests of the consumers. With the help of this understanding the target consumers are decided by the company and the accordingly the products are promoted. References Lantos, G. P. (2015).Consumer behavior in action: Real-life applications for marketing managers. Routledge. Mullen, B., Johnson, C. (2013).The psychology of consumer behavior. Psychology Press. Myer.com.au. (2017).Feedback Form.Myer. Retrieved 20 October 2017, from https://www.myer.com.au/c/customer-service/feedback/feedback-form.html Myer.com.au. (2017).founder.Myer. Retrieved 20 October 2017, from https://www.myer.com.au/p/about-myer/the-company/about-us/history/ Oliver, R. L. (2014).Satisfaction: A behavioral perspective on the consumer. Routledge. Solomon, M. R. (2014).Consumer behavior: Buying, having, and being(Vol. 10). Upper Saddle River, NJ: Prentice Hall. Wilson, A., Zeithaml, V. A., Bitner, M. J., Gremler, D. D. (2012).Services marketing: Integrating customer focus across the firm. McGraw Hill.