Consumer Behavior for Australian Tribe- myassignmenthelp.com

Question: Discuss about theConsumer Behavior for Australian Tribe. Answer: Introduction Businesspeople segregate a broad consumer or businessmarket into sub-groups ofconsumers, who are the potential segments (Amos et al. 2014). This segmentation is based on some shared characteristics of common demands, interests, lifestyle and demographic profiles (Cohen et al. 2014). It is also evident that businesspeople aim for this segmentation process so that they can attain more profitability by formulating products and offer services according to their requirements and demands (Conal Hanna 2017). The prime objective of this assessment is to provide the consumer behavior of these identified tribes and then answer the given criteria of the assessment requirements. Discussion Nature of the Seven Identifies Australian Tribe Progressive cosmopolitan are city dwellers and comprises of 18.2% of the total Australian population; whereas, lavish mod-cons intends to spend extra cost on their desired things (Conal Hanna 2017). Moreover activist egalitarian are the people, who firmly believe that governments should intervene to make society more equitable and they believe in wealth and public investment. Activist egalitarian comprises of 18.2% of the Australian population (Conal Hanna 2017). Moreover, 9.9% of the population in Australia is ambitious saver and their behavior is to consider the future things and usually desires to opt for financial security (Conal Hanna 2017). In addition to that, prudential traditionalist comprises of 29.9% of the Australias population (Conal Hanna 2017). According to their behavior, it can be said that they are unimpressed by luxuryand prefers to save money and since they are not career-oriented, they prefer to save money rather than spend on luxurious things. Additionally, lavish mod-cons are t the people, who are big savers and love to spend their money on premium products and services in order to attain a lifetime experiences and they comprises of 5.5% of the total Australian population (Solomon 2014). These people belong to high income group and are less in favor of traditional social values and government intervention (Conal Hanna 2017). It is also present in the Sydney Morning Herald that Anti-establishment firebrands are those 6% of the Australian, who generally do not listen to any regulations and opposes the climate action (Conal Hanna 2017). These people do not follow a certain trend and prefer to remain unpredictable or unorganized. Lastly, in context of disillusioned pessimist, it can be said that event they do not prefer to buy expensive things but they also do not campaigning for more wealth redistribution either. Disillusioned Pessimists are among those 12.2% of the population, who are likely to experience luxury on others e xpense rather than spending on it by themselves (Conal Hanna 2017). Matching the Consumer Behavior with the Tribes In context of purchasing an imported small car like the Austin Mini Cooper, it can be said that the lavish mod-con or moderate conservative people are the most suitable. The reason for this is that these people love to splash out on luxuryand enjoy being looking good. Schiffman et al. (2013) depicts that the people who spends more have the intention to purchase luxurious things n order to experiences all the premium quality products. Thus, buying an imported car can be one of their deluxe dreams that they intends to fulfill. Moreover, the activist egalitarians are the least likely to purchase an imported small car likes the Austin Mini Cooper as they belong to the low income group of the Australian population. Moreover, for the scenario of going to the local caf for your regular coffee and breakfast, disillusioned pessimists are the most likely market segmentation group. The reason is that these people prefer to adapt the changes in them and are very motivated by social. Thus, developing of new restaurants in the community drive their mindset to experience new things that is not so expensive yet can be obtained. Moreover, the least target segments in this context are the prudent traditionalist, who prefers to save their money on safety and security of life rather than spending their savings on unhealthy and unhygienic food and beverages. In addition to that, in terms of joining a gym and fitness centre, lavish mod-cons and anti-establishment firebrand are the group, who are mostly compatible in this context. The reason for that is lavish people desires to look good and hence they take necessary steps for grooming themselves. On the other hand, anti-establishment firebrand people intend to be physically string so that they can withstand any opposition in future. Hoyer, et al. (2016) portrays that in this case, it is not their luxury but necessity and thus, they will likely to join gym. The least target segmented group is the activist egalitarians as they do not have extra money to spend on extra items. They moreover, fulfill their basic needs. In the scenario of buying beer from the local bottle shop and watching footie at home, the most potential target groups are activist egalitarians people. In the first case, absence of money is the prime reason and by purchasing beer from local shop will cost them lesser money compared to if they buy a beer of branded quality. Moreover, the lavish mod-cons are the least targeted segmented group as they will never buy beer from local shop. These people prefer branded products and intend to spend most of the time in expensive hotels and resorts in order to satisfy their standards and social class. Furthermore, in ordering food online through providers like Menulog, Panda Food e.t.c, the most targeted group is disillusioned pessimistsas they possess a positive viewpoint regarding every social step and hence they will use internet technology to complete their household works. Moreover, they are also aware of the fact that in internet they can compare food from many restaurants so they can use the technology for finding out the most pocket- friendly products to buy or purchase. Moreover, the least targeted segment group is the prudent traditionalists because even though they accept that the world is continuously changing but they prefer to remain in their nostalgia. Schtte and Ciarlante (2016) stated that older people also do not have the intention to learn new things and hence accomplishing their day-to-day work through technology seems to be cumbersome for them. In context of installing renewable energy like solar panels in their houses, ambitious savers are the mostly targeted audience as they prefer to invest in better future. Investing in solar panel might need great cost during installation but it will save their electricity bill for longer runs. Moreover, the least targeted group are the prudent traditionalists as they will not understand the importance of installing solar panel as they are more concerned towards the maintenance of the solar panel rather than its extreme benefits. Prudent traditionalist mostly prefers buying homeware products at DIY (Do It Yourself) hardware stores like Bunnings as they always value the old things and like formulation of new things from the old and damaged products. Moreover, the least targeted segmented in this case is anti-establishment firebrand as these people do not value the social and environmental wellbeing. They do not have any specification for buying things but they are likely to destruct the good things. Additionally, ambitious savers mostly prefer Shopping at Big W as they have a tendency to buy quality products at affordable cost. Their buying behavior also reveals that they filter their choices in the website and select their desired products from the website. These users are mostly attracted by detailed information given in the website that helps them to select heir products effectively. In this case, the least targeted market is the activist egalitarian as they do not have much money to have a smart device and internet connection is that they can get aware of the internet shopping. Moreover, these people often like to buy from local stores and low quality clothes and this is the reason they will not prefer to use online shopping. In the framework of eating at fast food restaurants like McDonald and K.F.C, lavish people are most targeted and prudent traditionalist ate the least targeted group. Lavish people have the behavior to spend time with their friends and family in branded outlets. These fast food outlets are too expensive for low-income people but people with high income can often afford this service. The reason behind prudent traditionalist being the least targeted segment because these are the people does not prefer junk food. These people believe on saving and eating health food that re available in lesser cost with high health benefits. Thus, according to their consumer behavior of getting better product and lower cost makes them the least segmented group in this context. Lastly, the circumstance of playing poker machines at our local RSL or Leagues club on a regular basis is a behavioral attitude of lavish mod-on people. Playing poker machines required extra money to spend that all the other mentioned groups does not have to spend on these activities. Lavish people attitude towards this activity is that they need entertainment that can match their quo and status. Moreover, the least targeted group in this context is the egalitarians as these people intends to fulfill their basic needs rather than spending their little money ion these entertainment activities. Thus, they do not have the attitude to match the style of casinos and poker machines games with their attitude. Conclusion It is concluded that there are different target group present in the community and every group come up with a different buying attitude and perception. Moreover, it is found that, according to The Sydney Morning Herald, there are several political tribes- progressive cosmopolitan, activist egalitarian, prudential traditionalist, ambitious saver, disillusioned pessimist, anti-establishment firebrand and lavish mod-con. Some likes to spend more money for experiencing luxurious life; while some prefer to save money. Some of them are there who do not have money to fulfill their basic needs and never spend for other basic items like having internet facility, doing online shopping and having food from branded food outlets. References and Bibliography Amos, C., Holmes, G.R. and Keneson, W.C., 2014. A meta-analysis of consumer impulse buying.Journal of Retailing and Consumer Services,21(2), pp.86-97. Cohen, S.A., Prayag, G. and Moital, M., 2014. 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