Consumer Behavior for Multicultural Conference-myassignmenthelp

Question: Discuss about theConsumer Behavior for Multicultural Marketing Conference. Answer: Introduction The report consists of the consumer behavior. It is known as the study of the individuals or the groups and the activities that are associated with the purchase of the products or the goods and the services. The emotions of the consumers are related to the phenomenon of customer behavior. The study of consumer behavior is concentrated to the aspects that are associated with the purchase action of the consumers. The consumers involved with direct or indirectly with the purchase of the products is related to the consumer behavior. In order to analyze this the advertisement related to Westpac banking has been taken into account (YouTube 2018). The advertisement is the advertisement that is related to the Westpac Bank. The name of the advertisement is, Help. Its what Australians do. The product that is mentioned in the advertisement is Westpac bank. The class of the product is banking sector. The product belongs to a high standard. The appeal used in the advertisement is the rational appeal. The advertisement uses the method of logical appeal and informs the people about the utility of banking sector and the nature of helping the people that Westpac Bank offers. People can need help at any time in their life, Westpac is there to understand their needs and understands the efficiency of the same. The advertisement adds the quotient of emotion and sentiments in it to arouse the sentiments of the people (YouTube 2018). Information: The bank faced many issues in the field of consumer behavior. The first issue was the issue of positioning the product. It did not had the option of technology. It dependent on the traditional form of banking system. With the advancement the bank needed to bring the online concept of banking that will enable their customers to avail the services quickly without any hassle (Zeugner-Roth, Ã… ½abkar and Diamantopoulos 2015). The other issue is the emotional appeal. The ultimate aim of all the organization is to make their customers happy. Westpac bank has made all the efforts to pursuit the happiness to their consumers. However the meaning of happiness varies and the choice of the customers reflects those differences. Some might prefer car loan more important than the house loan. Some might find more happiness in insuring their lives rather than insuring their property. This can be a major issue which the bank needs to understand (Solomon et al. 2014). The customer goes through different stages before making a decision of availing the product or the services. This includes gathering the information regarding the products, evaluation of the alternative product, purchase of the product or the service and the final step include the evaluation done after buying the products. The customers have many option of the banks. Westpac can face a huge competition from their competitive banks. This is the reason they must prepare an alternate plan that will be liked by their consumer (Claiborne and Sirgy 2015). The failure in understanding the attitude and behavior of the consumers might be included in the process of consumer behavior. The strategies should be formed that can attract many consumers. The great acceptance of the consumers will lead to the great amount of motivation for the organization (Anderson and He 2015). Conclusion It is important for all the organizations to understand the issues related to the consumer behavior. The behavior of the consumers should be understood before launching the product. Each consumer have different need and it is therefore important to relate to the needs of the customers and to satisfy them. The advertisements intends to connect with the emotion of the audience and it intends to bring to the motto of the organization that gives importance to the consumer behavior. References Anderson, P.M. and He, X., 2015. Consumer behavior in East/West cultures: Implications for marketing a consumer durable. In Proceedings of the 1996 Multicultural Marketing Conference (pp. 3-8). Springer, Cham. Claiborne, C.B. and Sirgy, M.J., 2015. Self-image congruence as a model of consumer attitude formation and behavior: A conceptual review and guide for future research. In Proceedings of the 1990 academy of marketing science (AMS) annual conference (pp. 1-7). Springer, Cham. Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Pearson. YouTube. (2018). Help. Its what Australians do.. [online] Available at: https://www.youtube.com/watch?v=lCquhPH-WwI [Accessed 28 Apr. 2018]. Zeugner-Roth, K.P., Ã… ½abkar, V. and Diamantopoulos, A., 2015. Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of international marketing, 23(2), pp.25-54.