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Social Environment

Discuss about the Impact of Consumer Culture on Tim Tam Consumers.

The objective of the paper is to reveal the impact of consumer culture on the consumers of Tim Tam Company. Consumers are deemed causes and purpose for all the purpose and cause based manufacturing and marketing objectives (Edwards, Raggatt and Small 2013). Considering consumer culture, it can be said that Tim Tam totally considers internal impacts of their target market of the young adults along with wellbeing’s. Tim Tam Company focuses on all the aspects of its target consumer culture in its marketing strategies as consumer culture theory is cantered on psychological aspects of buying (Welford 2016). For this reason, the marketers of Tim Tam focuses majorly on consumer culture through focusing on ways a specific product can change consumers’ lives. Businesses like Tim Tam can avail benefits from theories of consumer culture marketing through focusing on lifestyle advantages of their offerings along with encouraging them to consider their offerings as key to gain competitive advantage.

Interpersonal influence in Tim Tam is considered as a change in consumer behaviour because of their transforming feelings; thoughts are communicated to them through several sources. Normative influence is the factor that persuades consumers of Tim Tamm in taking actions that can address their expectations (Ostergaard and Bode 2016). Tim Tam consumers is also observed to have value expressive interpersonal influence that has taken place as its target consumers has distinct norms, values and beliefs that an guide their individual actions. This influence can serve as an effective approach that can be used by Tim Tam Company in marketing their biscuits. Interpersonal influence on consumers’ regular consumption is observed to majorly impact culture based marketing strategies of Tim Tam (Giorgi, Lockwood and Glynn 2015). It is observed that the consumers purchase decision on a particular biscuit of Tim Tam is totally relied on their interpersonal influences. The purchasers are likely to make purchase decision on Tim Tam offers if their influencers shares good experiences with the Tim Tam products. The consumers of Tim Tam intends to gather relevant information n the offerings of Tim Tam from their friend and family for understanding the influencers experiences that influences consumers of the company too make further purchase. Another source of interpersonal influences includes TV, Ad, Radio and Brochures that increases the interest of the buyers (Kipnis, Broderick and Demangeot 2014).

Analysis of Tim Tam’s target consumer culture facilitates in enhancing consumer buying decision process. With the change of nature within the community such as age, ethnicity, income, demand and geographic location the analysis of consumer culture of Tim Tam’s target consumer has revealed that in the recent years, consumers are likely to demand for convenience goods that are easy and quick (Vitell and Hunt 2015). Considering the same, the biscuits of Tim Tam are readily assessable and there are several selection and package size. Consumer culture analysis has revealed that consumers prefer highly nutritious offerings of Tim Tam that includes biscuits like SOA crackers are beneficial for elderly society. Moreover, the target consumers of Tim Tam are likely to prefer health and dietary foods as several individuals have health concerns such as obesity.

Group and Interpersonal Influence

People are impacted by several cultures and demand for selection in flavours and considering the same the biscuits of Tim Tam comes with different flavours (Anning-Dorson 2017). People are deemed to get influenced from distant cultures and there exists demand for selection in favours and considers consuming organic foods as the consumers are aware pesticides and chemicals that impacts ingredients within foods and for this reason Tim Tam is focusing on offering organic biscuits such as vita wheat. Considering consumer culture it has been observed that environment friendly package and the target consumers as people prefer products tends to be increasingly educated on the impacts of environment (Chua, Roth and Lemoine 2015).

Micro culture has a direct impact on the developing marketing and distribution strategies of Tim Tam. The target consumer of the company that is young adult females is focused on their wellbeing. Moreover target consumer group of Tim Tam company such as children is observed to despite for “tasty” food product (Kovács, Carroll and Lehman 2013). Micro culture analysis of the targe consumer segment of Tim Tam is conducted through considering their interests, values and attitudes. The sub-groups of the company are observed to be less concerned about the impacts of “too much chocolate”.

Considering the micro-culture of the target sub-group of consumers Tim Tam can be considered as a type of food liked by them and tends to feel excited by the consideration of Tim Tam (Slowikowski and Jarratt 2013). As the consumers are observed to be health conscious and considers consuming healthy and digestive biscuits. Considering such micro culture of its target consumers, Tim Tam has wide distribution network of its healthy biscuits in the grocery stores all over Australia. Considering the micro culture of its target consumers, Tim Tam Company builds the image of their brand of chocolate that attracts attention of children as a premium treat (Solomon 2014).

Enhancing time pressures on the community is observed to have increased impact on the demand for target consumers based on convenience foods like Tim Tam. The time-poor customers are slowly cutting out home-backed food in the favour of snacking on the go. Certain structural conditions are considered in distribution channels of the Tim Tam Company (Cova, Maclaran and Bradshaw 2013).

Based on the "target consumer culture" analysis Tim Tam Company decides on the amount of time that is devoted in choosing a particular product in a given category (Cova, Maclaran and Bradshaw 2013). To increase the availability of its products, the company must ensure customising its certain product ranges through managing its destination time and travel time to all its distribution places. Tim Tam company must make sure that its premium quality food products arrive within all its stores in time and in perfect condition that considers paying more to a dependable distributor (Kovács, Carroll and Lehman 2013).

Consumer Culture

The target consumers of the company gains the Tim Tam company’s offerings in all the cities and places within Australia have simple access to the offerings. Tim Tam is observed as among the major shareholders of Australia for many years that have enabled the company in distributing goods to a huge consumer base (Askegaard and Scott 2013). The company distributes its products to all its target consumers up and down the breadth of Australia. The company also has distributors for its products in several locations of the nation. Modern channels of distribution of the company’s products are through retail channels and shopping malls. These distribution places are managed directly by the organization (Hernani-Merino, Mazzon and Isabella 2015). The distribution places follows breaking the bulk in which a great fraction of consumers are transformed from factory to store house and ten to distributors and then to the dealers and retailers. It is observed that the place where offerings of Tim Tam Company are distributed to all its target consumers based on their culture. Tim Tam offerings are distributed through retail outlets and through numerous manufacturing units within the nation. The company follows the distribution channel as it appoints distributors at selected locations and it distributes its products through retail outlets in rural area (Pugh 2016).

Tim Tam is required to understand the tastes and preferences of its target consumers based on the market demand. This could be achieved with the help of adequate market research that would reveal the latest trend in the Australian market. In addition, the rapid technological advancements form the key to successful launch of a specific product in the market (Kipnis, Broderick and Demangeot 2014). Therefore, Tim Tam needs to make proper use of technologies like television commercials to appeal to the target market.

In addition, the suppliers in Australia play a crucial role in terms of product offering in a specific market. Since the availability of suppliers is high in the market, their bargaining power is intensely low. As a result, it would help Tim Tam to manufacture its products at lower manufacturing cost. Thus, the pricing structure of the biscuits would be low in order to generate the awareness of the target consumers (Harwood and Garry 2016). Finally, the state of economy in Australia is another significant attribute that could have incredible effects on the buying behaviour of the target customers. This is because during economic recession, the revenue margin of some organisations starts to fall, while the same for others increases (Kovács, Carroll and Lehman 2013). Hence, Tim Tam is required to possess sound knowledge of the economic factors, which could pose both threats and opportunities to the organisation.

Micro Cultures

Based on the analysis of impact of culture on Tim Tam consumers it as recommended that the Tim Tam Company must develop effective strategies along with developing priorities for understanding consumer needs based on their culture. Additionally, it must develop strategies as per consumer preferences after realising personal buying decision of consumers. It is vital to realize several aspects related with offerings along with considering personal decision-making. Moreover, on an extended term it is recommended that the produce require considering innovation within product for attracting a large fraction of consumers. Additionally, offering requires being available within all retail outlets to those consumers does not watch products. This can generate market stability for longer duration. Finally, Tim Tam requires running promotional activities for developing promotional activities for attaining attention of great consumer base.

The company is recommended to understand the consumer culture that target market is trending towards being consumer friendly and package them in an eco-friendly manner. Consumer culture based recommendation considers that as the target market of Tim Tam consumers are the young generation are social media savvy. Considering such culture, Tim Tam is recommended to initiate an online trend where might consider uploading photos in social media with catchy hash tag. Considering the social environment and situation influences Tim Tam is recommended to be highly careful about their major competitors like Kraft Foods Ltd. For this reason, Tim Tam must always consider continuous process of enhancing product quality along with marketing strategy. The consumers of the company prefers purchasing affordable, it a consider offering lower price for selling more products.

Conclusion

The objective of the paper was to reveal the impact of consumer culture on the consumers of Tim Tam Company. Tim Tam Company focuses on all the aspects of its target consumer culture in its marketing strategies as consumer culture theory is cantered on psychological aspects of buying. For this reason, the marketers of Tim Tam focuses majorly on consumer culture through focusing on ways a specific product can change consumer’s lives. Analysis of Tim Tam’s target consumer culture facilitates in enhancing consumer buying decision process.

With the change of nature within the community such as age, ethnicity, income, demand and geographic location the analysis of consumer culture of Tim Tam’s target consumer has revealed that in the recent years, consumers are likely to demand for convenience goods that are easy and quick. Micro culture analysis of the targe consumer segment of Tim Tam is conducted through considering their interests, values and attitudes. The sub-groups of the company are observed to be less concerned about the impacts of “too much chocolate”. Considering the micro-culture of the target sub-group of consumers Tim Tam can be considered as a type of food liked by them and tends to feel excited by the consideration of Tim Tam.

Reference List

Anning-Dorson, T., 2017. Moderation-mediation effect of market demand and organization culture on innovation and performance relationship. Marketing Intelligence & Planning, 35(2).

Askegaard, S. and Scott, L., 2013. Consumer culture theory: The ironies of history.

Chua, R.Y., Roth, Y. and Lemoine, J.F., 2015. The impact of culture on creativity: How cultural tightness and cultural distance affect global innovation crowdsourcing work. Administrative Science Quarterly, 60(2), pp.189-227.

Cova, B., Maclaran, P. and Bradshaw, A., 2013. Rethinking consumer culture theory from the postmodern to the communist horizon. Marketing Theory, 13(2), pp.213-225.

Edwards, R., Raggatt, P. and Small, N. eds., 2013. The learning society: challenges and trends. Routledge.

Giorgi, S., Lockwood, C. and Glynn, M.A., 2015. The many faces of culture: Making sense of 30 years of research on culture in organization studies. The academy of management annals, 9(1), pp.1-54.

Harwood, T. and Garry, T., 2016. 'Imagineering'consumer behaviour: a proposed methodology for visualizing futures. Academy of Marketing Annual Conference.

Hernani-Merino, M., Mazzon, J.A. and Isabella, G., 2015. A model of susceptibility to global consumer culture. Revista Brasileira de Gestão de Negócios, 17(57), p.1212.

Kipnis, E., Broderick, A.J. and Demangeot, C., 2014. Consumer multiculturation: consequences of multi-cultural identification for brand knowledge. Consumption Markets & Culture, 17(3), pp.231-253.

Kovács, B., Carroll, G.R. and Lehman, D.W., 2013. Authenticity and consumer value ratings: Empirical tests from the restaurant domain. Organization science, 25(2), pp.458-478.

Ostergaard, P. and Bode, M., 2016. Is Consumer Culture Theory research or realpolitik? A sociology of knowledge analysis of a scientific culture. Journal of Consumer Behaviour, 15(5), pp.387-395.

Pugh, A.J., 2016. Accepting and Resisting Insecurity: Using Consumer Culture to Have it Both Ways?. Being Human in a Consumer Society, p.87.

Slowikowski, S. and Jarratt, D.G., 2013. The impact of culture on the adoption of high technology products. Marketing Intelligence & Planning.

Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.

Vitell, S.J. and Hunt, S.D., 2015. 2. the general theory of marketing ethics: the consumer ethics and intentions issues. Handbook on Ethics and Marketing, p.15.

Welford, R. ed., 2016. Corporate Environmental Management 2: Culture and Organization. Routledge.

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