Consumer Behaviour of an Asian Multicultural-Free-Sample for Students

Questions: Discuss about the Consumer behaviour of an Asian multicultural family in context of Woolworths group in Australia. Answers: Introduction Woolworths group is the prominent Australian company which have extensive retail awareness in major parts of Australia and New Zealand. However, it has been ranked as the second topmost by revenue in Australia. In addition to the above it is also remarked as biggest takeaway liquor retailer, largest hotel and betting poker machine operative in the region. The group was founded on 22 September 1924 and it has been completion of 93 years till the date (Woolworths Group, 2018). The main operations subcategorised under Woolworths group are supermarkets (Australia and New Zealand), liquor retailing business (as Dan Murphys and BWS in Australia), various pubs as well as hotels under the head of Australian Leisure and Hospitality group abbreviated as ALH Group and cut-rate department stores in the Big W name in Australia. This report focuses upon Woolworths branch which is located at Princess Highway, Dandenong South in Australia. The consumer for Woolworth in Dandenong is selected as an Asian multi-cultural family and the relative consumer behaviour is studied and analysed in detail. Multicultural families from intercontinental areas make Australia an immigration nation. The individuals background are free from every race, religion, culture, faith or nation belonging. Instead the shared values of democracy, equality, freedom and rule of law as well as respect are relied upon. The existence of racism and discrimination is nil (Kymlicka, 2012). Asian multicultural family is basically the family which the roots in Asian countries but now residing in Australia within the layer of its multicultural diversity. Impact of culture factors on consumer behaviour There has been a significant impact of culture prevailing within a particular group which marks the relative consumer behaviour. It consists of unstated moulds, values and norms, tackles, standards for remarking, assessing, trusting and collaborating. The aforesaid case is the same existing in an Asian multicultural family residing in Australia. In addition, there is also an impact arising from reference group which consist of external peer or familial group each among providing distinct and conflicting information (Marsiglia, 2010). To influence the multicultural targeted marketed, marketers use the tactics of market subdivision and micromarketing (Durmaz, 2014). The goal defined is to communicate precisely the marketing messages which would enhance the consumers need and knowledge regarding existence and use of varied products and services. Key dimensions of cultural values on consumer behaviour The elements within value are independence, individuality, achievement and self-fulfilment. Some are discussed below: Power distance It is basically the relationship to strive more of power on the less powerful individual. The resultant outcome is the increment of social distance in between less and more powerful personalities (Nayeem, 2012). Apparently, it highlights the degree of authoritarianism in the culture. As the family selected is multi-cultural, the existence of power distance is low which in turn in result in positive consumer behaviour as buying habits are diverse and independent. Individualism The degree of relationship in between the individual and collectivistic groups which prevails in the society. In countries of high IDV, the identity is directed on the individualism whereas in the area of low-slung IDV country it is completely based upon social system. The decisions of individuals are grounded on the penchants of the group (Billing, Bhagat, Babakus, Srivastava, Shin Brew, 2014). American has multiculturalism which is the backbone of individualism as a result the people are free to stick to their respective choices and interest, which also results in more of sales. Masculinity It is abbreviated by the initials of MAS. The male dominancy is allied with the features of aggression, dominance, autonomy and exhibition. On the contrary the feminine nature has the characteristics of helpfulness, association, modesty and nurturance. The difference lies in the orientation of higher MAS society which is wealth oriented and the opponent is people preoccupied. Also, in the areas of higher MAS, there is differentiated sex roles while in the lower MAS; it is more of fluid in nature (Mcahit, 2011). With the family of multicultural nature in Australia, it is expected to have less of masculinity. Instead there is proper and balance proportionate in the gender of family and their relative authorities as well as responsibilities. Strategic implication of cross cultural and global influence The higher is the relative strength of cultural identification, the greater is the degree of propensity to buy products and services associated with the culture or multicultural environment. The individuals are more likely to adopt the cultural beliefs and values which are specific to the origin of host country (Bian Forsythe, 2012). Likewise Australia has the content of multiculturalism; as a result the emigrants from rest of the world get adopted with the surrounding culture and environment. In order to influence the consumers of multicultural prevalence, the marketer must address the message with the diverse characteristics which will correspond to the degree of acculturation. Howsoever, in the context of Asian multi-union family the marketing message must be moderated towards the dimension of both host and origin country which justifies the distinctive cultures Source: Ajzen, 2007 Impact of social class on consumer behaviour Every society includes some definite kind of social class within which is prominent to the marketers because the ultimate buying behaviour of given class is similar in nature. However the social class doesnt have only income factor as a component, instead various other factors also have long term repercussions such as wealth, occupation and education etc. (Dubois, Rucker Galinsky, 2015). Basically the researches have revealed the presence of six classes within the social structure map view of various small as well as large cities. These are mentioned below Upper upper class Lower upper class Upper- middle class Lower- middle class Working class Lower class The class rankings are the outcome of occupation, education, income earned, location of residence as well as family background. The study of social class proves to be prominent in determining the selection or preferences of quality, kind and style of various durables needed (Hugstad, Taylor Bruce, 2013). Likewise in the limelight of Woolworths group the choices of different liquor, sea food and various consumables depend on the social class of various Asian multi-cultural families living in the nearby region. The consumer behaviour is also expected to be affected by the choice of media usage, source credibility, language pattern dominant and proportion of shopping behaviour. Effect of social class in Consumer Behaviour Social classes are the group of individual who share common interest, values, behaviour and myth which are relatively ongoing and homogeneous. Social classes articulate the degree of preference in clothing, entertainment, furnishing, food and gaming activities over certain products and brand. The difference also lies in choice of media among ultimate consumers (Gifford Nilsson, 2014). The upper handed class look for books and periodicals while sub class group are the victims of television. Within the content of TV also, the gap lies in the choice of news and dramas from films and sports between upper and lower class correspondingly. Components of social class The quantum of nine variables have materialised as of most important in the tributary of sociological and other investigation alarmed with social class. Economic variables: The income, occupation in addition to the wealth is of prominent nature. The income earned by the individual decides the expenditure pattern of the respective family. The momentary sound position is a vital component of day to day living. Interaction variables: The variables of personal prestige linked is key constituent of social class as the people within the distinguished group are conscious regarding the image and prestige they hold in the surrounding environment (Bargh, 2013). The degree of association and socialization also has long term repercussion which validates the connections in the society. Political variables: Generally, the upper class enjoys the highest priority in case of grade of power. The ranking of class decides the amount of power enjoyed within the particular group. Mobility is also the foremost aspect in understanding the party-political aspect of stratified system (Teney Hanquinet, 2012). In what aspects social class can influence consumer behaviour On the general phenomenon, every society stratifies its extended members into the level of social classes on the basis of their contemporary values. The members within the same social class segment the outlining of common values associated in the aspects of speaking, thinking and behaving (Foxall, 2014). As a result, people prefer to interact and operate their dealings within the respective groups. Also in Asian countries origin the class distinctions are quite clear and status differences are also prodigious. The empirical study from the research states that young children start to learn behaviours and gaining habits of daily lifestyle from the social class of recognised family. Likewise, the upper class background has moreover the stronger preferences in the choice of brands and is more confident. On the contrary note, lower status favour the purchase from local market where there is presence of easy credit policy and friendly services. Recommendations Consumers favour the places which satisfy the former in almost every aspect. The services yield by Woolworths group in terms of free Wi-Fi, Pick up and availability of special need trolleys makes it the foremost choice among competitors. In order to remain to rule the market, the efforts should be maximised in serving the intercontinental stuff especially those of Asian countries. On the contrary note the message for the Australian born needs to be more focused in terms of concert and practical benefits. Among the 7 Ps of marketing, the most relevant in this context is product in Woolworths group as it need to focus more on features, advantage and benefits associated with the product. Also, research and development should be continued on timely basis. The studies have exposed that Asian born consumers rely majorly on friends and family as the topmost secure source of information (Calvert Brammer, 2012).The innovative areas should be highlighted in every possible manner. Asian consumers are highly brand conscious and perceive only qualitative product as well as services. The policies should be formulated which signifies the relative prestige and status associated. The mode of non-verbal and literal message is expected to deliver outstanding results. The dealers could be trained on account of dealing with Asian consumers maintain the same cultural background and personal relations so that it can influence their buying habits (Rezvani, Dehkordi, Rahman, Fouladivanda, Habibi Eghtebasi, 2012). Conclusion As it has been highly recognised, that world is now becoming more of a global village. People incline to have common needs which promote the advertising campaign on a common platform, addressing the consumers on whole. Companies should pay due attention to understand the existence of culture within a particular group in a set area. Since, consumers who are Asian born usually favour the choice of group goals over individual interest or goals, the approach of targeting the aforesaid at group level will be more effective rather than pointing the efforts at individual level. The strategy to be used for influencing the consumer behaviour could be inclined towards the branches of family and cultural/social values which accentuates the group consensus appeals, family security and ties. References Bargh, J. A. (2013).Social psychology and the unconscious: The automaticity of higher mental processes. Psychology Press. Bian, Q., Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison.Journal of Business Research,65(10), 1443-1451. Billing, T. K., Bhagat, R., Babakus, E., Srivastava, B. N., Shin, M., Brew, F. (2014). Workfamily conflict in four national contexts: a closer look at the role of individualismcollectivism.International Journal of Cross Cultural Management,14(2), 139-159. 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