Consumer Behaviour in Australia

Question: Describe about the consumer behaviour. Answer: The market trend of Australia can be determined by the demographic characteristics which help to analyze the need of the varied customers in the country. The demographic characteristics help the industry to evaluate the need of the present trend of the market and also help in market segmentation of the industry as well. The demographic trend also helps in the effective planning of the business and also helps in evaluating the marketing mix and potentiality of the customers towards organizational products as well (Solomon et al. 2012). Thus, the consumer behavior helps industries to analyze their products and also help them to increase the profitability rate through present market demand as well. Thus, the consumer behavior in various ways influences the industries of Australia and also helps in determining the sustainability of the industry. A) Vacation in Australia and New Zealand gets affected by the long life span of the senior citizen. The traveling and transport become difficult for the Australian families and thus the face service constraints regarding improvement and development in the market (Moutinho 2012). The Australian vacation industry thus faces constant challenge regarding long life span of the senior citizen as they find difficult at times in traveling which affects the industry as a whole. The social disadvantage also affects the cost of the industry and thus proves to be difficult for the industry to attract more people towards the industry. The industry also faces constraint regarding accessing private transport due to financial stress, or cost of petrol which also affect the vacation industry in Australia and New Zealand. The cosmetic industry is widely affected by the senior citizen in Australia and New Zealand. Most women are interested in the cosmetic surgery which helps the industry to expand its business and helps in the growth of the industry as well. 48% of women are interested towards the industry and demands for the liposuction (Akehurst et al. 2012). This helps the company in increasing the profit sales of the country and helps in expansion as well. 23% of men are interested towards the industry as well. Remaining 23% of women and 17% of men are also possible interested towards the industry as a whole. Thus, the consumer behavior helps in the growth rate of the industry in the market. The pre-cooked food industry also gets highly affected by the consumer behavior of the senior citizen. The senior citizen needs to maintain the health to stay well and live long. Thus, the pre-coked foods are not well accepted by the people belonging to the senior citizen in the country (Paul and Rana 2012). Australia and New Zealand thus suffer a setback regarding pre-cooked industry as both the countries comprises mostly with aging people. B) The baby boomers are more prone towards the vacation industry in Australia and New Zealand, which helps the industry to increase their growth level more rapidly in the countries as well. The baby boomers after leaving their workplace to find out a reason for relaxation and thus traveling opt to be the best option for the baby boomers to relax (Losasso et al. 2012). The vacation industry in Australia and New Zealand thus gets affected by the baby boomers as they want to travel with the free mind and helps in gaining competitive advantage. The baby boomers with Australia and New Zealand affect the cosmetic industry to a large extent. The boomers between the ages of 40 50 comprise as ideal cosmetic candidates within Australia and New Zealand. The consumer through entering at the age of 50 still feels to be at the 30s and thus become conscious more towards the cosmetic industry (Solomon et al. 2012). This helps the industry to gain competitive advantage and also helps to gain more loyal customers towards the industry. The baby boomers become very conscious regarding the health of the consumer and also help in improving the industrial growth as well. The baby boomers after the retirement tend more towards healthy and nutritious diet which lowers the consumption of pre-cooked industry in the country (Hansen et al. 2012). Thus, the industry gets negative affect from the baby boomers towards the expansion of the market. C) The Generation Y with growing household and also burden with high mortgage tends towards lowering travel interest in the country. The generation Y though gets interested towards tourism, but the burden of mortgage also affect the industry which lowers the profit rate of the industry (Batt and Liu 2012). The net sales of the industry get affected, and thus, the debts hold back Generation Y towards the improvement and development of the industry in the market. The Generation Y tends towards the cosmetic industry to a broad expect. Mostly women tend towards the cosmetic industry rather than men in the society. Though the cosmetic industry does not gain much advantage from this section of the society still, the industry retains its position in the market with minimum net sales profit. Generation Y also tends more towards the pre-cooked industry as the consumer mostly spend time in chasing their career and thus affects the food habit. The pre-cooked industry also attracts more customers through well packaging and gains more loyal customers towards the organizational products and helps in gaining competitive advantage in the market (Dibb and Simkin 2012). The consumer behavior also helps the industry to gain sustainability and thus increase the growth rate of the industry as well. D) Vacation industry in Australia and New Zealand gets affected largely by the "Single Adult" households. The single adults love to travel and are known as audacious explorers. They are believed to treat their life with adventures, and thus, the risk cannot stop them from exploring (Eze et al. 2012). This helps the industry to add value towards the organization and also helps in the expansion of the market as a whole. However, the risk and threat factor influence some from exploring but major population of this section helps in the growth of the industry. The consumer behaviour of the Single Adult group comprises largely towards the expansion of the cosmetic industry in New Zealand and Australia. Women mostly tend towards the cosmetic industry but with the present marketing trend, the consumer behaviour of men also tends towards the industry (Eze et al. 212). This helps the industry towards the development and expansion of the market in the international scenario. The cosmetic industry thus gets highly profitable with the increased consumer behavior and helps in improving the sales rate of the industry. The pre-cooked industry also helps to expand the market through the positive response of consumer behaviour towards the industry. Single Adults tends more towards the pre-cooked industry as they find themselves with less space for themselves and thus the industry gets more loyal customers towards the industry (St Wang 2013). The increased consumer behavior towards the products helps in the expansion of the market and thus helps in improving the quality of the products as well. Single Adults in New Zealand and Australia thus gets more prone towards the pre-cooked industry which further helps the generation to save time and gets high quality of food as well. This helps in the expansion of the industry as well. The demographic characteristics of a varied consumer within Australia and New Zealand help to determine the profitability of the industry. The cosmetic, vacation and pre-cooked industry thus gets affected by the consumer behaviour which affects the profit rate of the industry as a whole. The positive and negative behavior also helps the industry in an evaluation of the need for the industrial products and thus helps in analyzing the expansion of the market as well. The consumer behavior helps the industry to gain competitive advantage and helps in sustainability as well in the market. Reference List: Akehurst, G., Afonso, C. and Martins Gonalves, H., 2012. Re-examining green purchase behaviour and the green consumer profile: new evidences.Management Decision,50(5), pp.972-988. Batt, P.J. and Liu, A., 2012. Consumer behaviour towards food products in Western Australia.British Food Journal,114(2), pp.285-297. Dibb, S. and Simkin, L., 2012. Targeting, segments and positioning.International Journal of Retail Distribution Management,19(3), pp.29-34. Eze, U.C. and Lee, C.H., 2012. 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