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Business Assignment

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Answer 1

Principles of consumer behavior

Explanation of principle

Examples on buyer behavior

Cultural Based on cultural background, the values and perception for buying varies among consumers, sub cultural factors including shared values within group, common life experiences affect the buying behavior of people. Sub cultural groups often consider a brand more feasible than others in a market For example, recently, the ‘ethnic’ cosmetics which have become popular are more suitable to non-Caucasian population as well as Arab, African or Indian population. On the other hand, another example related to the sub class division is, while buying anything, urban educated or upper class people exhibits individualism, while the Indian culture shows collective nature of buying (Argenti 2012).
Social Social factors influence consumer’s buying behavior which are groups, family and consumer’s social role and status. Education, wealth, occupation and income status decides the social class of people which promotes the buying behavior of consumers One exam1ple for social factors influencing buying behavior is, consumer from the middle and upper class attempt to purchase more healthy and balanced food than consumers belonging from lower social class. It can be due to awareness or economic factors. Another example of social factor influencing buying behavior is, an upper class consumer always tend to be attracted to products or services with better quality, features, innovation or social benefits, whereas, in contrast, consumers from lower social backgrounds are more concern with product price (Khang and Ye 2012).
Personal Personal factors including age and family life cycle stage influences economic situation and occupation influence personality and self-concept which influence buying behavior People have personal values and beliefs which promote buying behavior. Based on age , people changes the buying behavior. For example, at the young age, people like to buy fast food and high fat food without hesitating, however, at the middle age of life, people prefers low cholesterol food (Castronovo and Huang 2012). Lifestyle of the family also affects buying behavior. A middle class Indian family would not buy alcoholic beverages as frequently as family in UK.
Psychological Psychological principle depicts that psychological factors including motivation, perception, beliefs, learning and attitude has an huge impact upon buying behavior Sometimes, the psychological factors enhance promote the superiority of a brand after receiving a good service for one time, for example, many women prefer the brand Lakme and purchase products without having a second thought. On the other hand, the psychological factors promote the attention of consumers in accordance to their current needs, for example, people wishing to buy a car would pay more attention to a care advertisement, in spite of a computer advertisement (Rice and Atkin 2012).
Situational The situational factors including availability of the product, location of store, weather of particular day and timing of the purchase influence the consumer buying behavior. Situational factors like weather can promote buying behavior. A person would wish to have a burger in a sunny day rather than a rainy day. Timing is another major factor. If a consumer have less time, he would prefer online brand rather than visiting to a store


Answer 2

Marketing communication options


  • The main feature of this communication option is to increase awareness of a brand which is the major aspect in marketing
  • The advertise should be very transparent and clear towards its objective and oriented to the target audience. Therefore, it will help to measure the effectiveness of the product or service which is being advertised (Yeshin 2012).
  • The package text message is very important in marketing communication
  • It provides the information about product, production, company and others important information and this information must be conveyed to buyers. The graphics design of packaging also helps to attract more buyers
Personal selling
  • Personal selling is best way to enhance positive relationship with buyer which also helps to gain a good brand name
  • The interactive method of personal selling promotes two-way communication which helps to improve the business by incorporating buyer’s special requirements
  • The purpose of publicity is to gather attention of consumers towards a company or products in spite of paying the media
  • In addition to its cost effectiveness, the publicity is more credible in comparison to advertising
Sales promotion
  • Sales promotion is done for influencing people to purchase product/service, mostly these kinds of sales promotions are targeted to short-term benefits
  • However, consumers are not always seen to remain loyal to the products who has been attracted to the product or service through the sales promotion (Castronovo and Huang 2012)


Answer 3

Media vehicles

Explanation of vehicle



Television Television is characterized as the broadcast vehicle which is used for targeting mass audience with low cost/target (Rice and Atkin 2012). When small businesses are unable to afford to national network, they can use local networks of television for marketing purpose It lacks excessive detail-sharing and time duration is low
Direct mail It can be used for both short and broad message transduction Can be send to targeted audience Take more time and cost will be more than mass media vehicles
Website It is a mass media vehicle which helps in grabbing consumers attention by providing basic information about products or services Provide the opportunity for both mass and interpersonal communication Cannot target a specific audience group
Email It is the narrowcast media  vehicle Take less time and provides low cost advertising options Hacking or spamming information
Radio It is also broadcast and traditional media vehicle targeted for wide range of audiences (Yeshin 2012) Beneficial for small businesses Can only advertise to local network
Telemarketing It is direct marketing vehicle where sales person communicate with consumers over call or web conferencing Direct communication is facilitated Takes more time and cost
Transit media It is a print vehicle of media which are accessible to people compared to other vehicles More accessible and used in targeting mass media Expensive in comparison to the other media vehicle options (Khang and Ye 2012)


Answer 4



1. Australian consumer law (ACL) Australian consumer law helps to avoid any kinds of unfair practices in business, it helps to reduce misleading or deceptive conduct, false representation, promote marketers to provide standard information ( 2016).
2. Spam act 2003 It inhibits unsolicited e mails sending to any consumers or people linked to the business which is known as spam with an Australian link.
3. Telecommunication act 1997 It regulates the activities in telecommunication industry and guide to have their carrier license. It also deals with industry standards and codes development in any particular industry ( 2016).
4. Privacy act 1988 Privacy act 1988 deals with privacy in the rights of consumers, marketers and all other people who are related to the business. The privacy rights are known as information privacy principles which are applied to the Australian government and Australian capital territory agencies and private sectors. The principles related to the law direct the way of personal information collection by the government agencies from the business organizations ( 2016).
5.  Freedom of Information Act 1982 The freedom of information act 1982 provides the business participants the public rights for accessing official documents of their related agencies. This act promotes marketers to share information with the shareholders and other members from the government agencies ( 2016).


Reference List

Argenti, P., 2012. Corporate communication. London. McGraw-Hill Higher Education.

Castronovo, C. and Huang, L., 2012. Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness6(1), p.117.

Khang, H., Ki, E.J. and Ye, L., 2012. Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly89(2), pp.279-298., 2016. Federal Register of Legislation. [online] Available at: <> [Accessed 24 May 2016].

Rice, R.E. and Atkin, C.K., 2012. Public communication campaigns. London. Sage.

Yeshin, T., 2012. Integrated marketing communications. Abington. Routledge.