Markets Of Cairns Private Hospital And Blacktown Leisure Centres Stanhope Of Australia

Discussion

This report focusses on clients and markets of Cairns Private hospital and Blacktown Leisure Centres Stanhope of Australia. According to L?z?roiu (2015), consumer buying behavior means purchasing behavior of the customers. In other words, Kistruck et al. (2015) commented that customer behavior examines how people or groups chooses and buys the products or services in order to mitigate the desires or their expectations. In this particular study, marketing mix of both the organizations is conducted here. Charwand et al. (2015) marketing mix refers to the combination of 4Ps such as product, price, promotion and place. In case of Cairns hospital, the target audience are aged individuals. On the other hand, middle-class and middle class customers are the target audience. Health focus is the targeted segment of Cairns Private hospital whereas council and private run leisure centres is the target segment of Blacktown LeisureCentres Stanhope. Black box model and Theory of Reasoned behaviour will be used for Cairns Private hospital in this particular study. Economic model will be used  for Blacktown Leisure Centre Stanghope in this specific study. Apart from this, various internal and external influences affecting consumer buying behavior will be explained in this particular study.

Consumer behavior

In accordance with the opinion of Moulaert and Swyngedouw (2015), customer behavior refers to the study of every action which is connected to buying, using or disposing the items as well as services. It also includes the customer’s emotional, mental along with behavioral responses which precedes all these activities.

Decision-making process of consumer buying behavior

It has been noticed that there are certain steps before a consumer finalizes to buy a certain product or service from their choiceable organizations. The steps are discussed in the following:

Problem recognition

This is considered as the initial stage of decision-making procedure. Need of the customers acts as as a catalyst , that triggers the purchasing decision of people. In other words, customers must have desires that will create a problem for consumers and desires will craere opportunity for the marketers. In this context, Caselli and Gatti ( 2017 ) commented that it is the responsibility of the marketers to ask questions to customers so that they are able to drive these customers in finalizing their purchasing decisions. Therefore, by asking questions to the service users, it is possible for the authorities of Cairns Private Hospital to pull the consumers into the purchasing procedure. Doing this aids the consumer realise that the person has a need, which requires solution. This is applicable for Blacktown Leisure-Centre Stanhope.

Consumer behavior

Information Search

It has been observed that once the issue is being identified by consumer, search procedure begins. In accordance with the opinion of Salerno et al. (2015), they are aware that there is a problem and they are searching for the solution. In this regard, Linnerooth-Bayer and Hochrainer-Stigler (2015) commented that by enhancing the credibility markets, it is possible for the company to beat its competitors as more people will search for gathering information in its official website. Thus, it is required for the management of Cairns Private Hospital and Blacktown Leisure Centre Stanhope to become Google’ Trusted Store so that it can attract more service users and customers to access their services respectively.

Assessment of alternatives

It is seen that customers always conducts a thorough market research before they buy something from their choiceable companies. In the opinion of O’Hara (2015), it has been noticed that a majority of customers makes a comparison between different substitutes that are available in the existing market. After collecting information about the substitutes, individuals start assessing them before they finalize their purchasing decision. Before opting for Cairns hospital, its service users have conducted a detailed market research on the available substitutes in the market so they can undertake the right decision. However, this is applicable for the customers of Blacktown Leisure Centre Stanhope.

Purchase decision

In accordance with the opinion of Sturdy, Wright and Wylie (2016), after exploring various options, customers have gained knowledge about the pricing as well as payment options.  At this point, customers finalize their decision whether they will proceed to buy the product or not. Therefore, it is necessary for the marketers to give information as much as they can to their customers so that these individuals buy their product. In this regard, it can be stated that it is essential for both Cairns private hospital and Blacktown Leisure Centres, Stanhope to keep their customers updated about their services so that they can avail their services.

Purchase

At this stage, it is needed for the companies to merchandise their goods and services so that they do not lose their valuable clients (Siano and Sarno, 2016). However, it is very important for the managerial section working at Cairns Private hospital and Blacktown  Leisure Centres Stanhope respectively to do marketing effectively so that they can retain their customers and they do not lose any of their client whether it may be existing client or it may be a new one.

Decision-making process of consumer buying behavior

Post-purchase evaluation

After completing the purchase, if the consumer feels that he is dissatisfied with the product, then it might happen that he returns the item and asks for a refund. However, it is seen that even if he is satisfied with the product, it does not mean that he will  purchase from the same brand in future. In order to motivate the customer to make repetitivebehavior from the same brand, it is required for the companies to follow-up their customers. This is applicable for Cairns Private hospital and Blacktown  Leisure Centres Stanhope.

Motivation:

It has been noticed that the customer’s buying behavior is determined by level of motivation. As per Maslow’s hierarchy of needs, people have different kinds of needs like primary needs, security needs, esteem needs and social needs. Apart from this, individuals also have self-actualization needs.  Bello et al. (2016) commented that basic needs as well as security needs are the two most important needs than the other needs which drive the customers to seek for satisfaction. In case of Cairns Private Hospital, customers are motivated   to access healthcare services of the respective health and social care setting of Australia because their motive is to get relief from their illnesses (Macías and Guitart,2014).  On the other hand, customers of Blacktown Leisure Centre are motivated enough to access various services because they want to mitigate all the needs that is explained in Maslow’s hierarchy of needs.

Perception:

In the opinion of Gerakos and Syverson (2015), perception of an individual towards a specific produce is capable of impacting on the buying decision of the customer. In accordance with the opinion of Tiago  and Veríssimo (2014), perception of a person towards a specific brand is capable of creating an impact on the buying decision of the individual. In this context, it can be stated that perception is a process where a person chooses, organizes as well as interprets information in order to come into a conclusion. In case of health focus target segment, people accesses the treatment facilities in order to get relief from their diseases. On the other hand, in case of councils and private run leisure centres, people wants to become connected with rich and affluent class of society by accessing their facilities.

Learning:

According to Armour, Mayer and Polo (2017), learning of the individual is highly dependent on skills, knowledge along with intention. Practice develops the skills whereas experience develops the knowledge as well as intention in the individual. In case of conditioning learning, it is seen that customer derives learning when the person gets exposed to the same circumstance repeatedly, the person develops a specific response. In this context, it can be stated that during cognitive learning, the person applies knowledge, skills, and values for seeking a solution for the problem and derives satisfaction from it. In the context of health focus, it can be stated that people tend to take medicines because they think that it will cure their health issues.  For this purpose, they opt for health and social care organizations like Cairns Private Hospital.However, in case of council and private run leisure centres, people want to lead a luxurious life by accessing its aquatic, leisure as well as recreation programs. For this purpose, they opt for the respective leisure-centre of Australia.

Internal and external influences affecting consumer buying behaviors

Attitudes as well as beliefs:

The purchasing decisions of the individuals are highly dependent on their certain beliefs as well as attitudes towards a product. In this regard, it can be stated that all these beliefs as well as attitudes builds up the image of the brand thereby impacting on the purchasing behavior of consumers. Good will of the health and social care settings impacts on the buying behavior of the person. This is applicable for Cairns Private Hospital and Blacktown Leisure Centre Stanhope (Newton et al. 2015).

These are the psychological factor, that affects the buying behaviour of customers. In accordance with the opinion of Copeland, Martin and Walker (2014), social factors impacts on the buying behaviorof customers. In the opinion of Copeland, Martin and Walker (2014), reference groups, families are the factors that impacts on the buying behavior of customers. In addition to this, role as the status creates an impact on the buying behavior of customers.

Reference groups

According to Newton et al. (2015), it is responsible for shaping up the attitude and behavior of the person. The influence of reference groups differs across items and brands. Copeland, Martin and Walker (2014) commented that it has been noticed that reference groups includes the opinion leader. It is seen that people often buys those items or avail those services that are recommended by their close associates and co-workers. However, it has been observed that people who have already accessed this services they recommend other individuals to access various services from that particular brand. In the context of Cairns Private hospital, individuals who are satisfied with the quality of service, they recommend other individuals to access its services. On the contrary, people opt to avail various amenities of Blacktown Leisure-centres Stanhope because they are recommended by the other individuals.

Family

Newton et al. (2015) asserted that purchasing behavior of the individual is highly impacted by the family member. In this context, it can be stated that marketers are investing their valuable time to know about the role played by family members on influencing the buying decisionsof consumers. It has been noticed that family members play a vital role in impacting the buying behavior of aged individuals who pays a certain amount of money for accessing the treatment facilities at Cairns private hospital. On the other hand, seeing other members to access recreational services and leisure activities, the person becomes influenced and accesses various services from the respective organization (Newton et al. 2015).

Role as well as status:

It has been observed that the role as well as the status of the person determines the buying behavior of the customer. For instance, the marketers make an attempt to understand the position along with the role of the person before endorsing the items. In the context of Cairns hospital, it is required for the authorities to understand the role as well as position of its service users so that they can attract more service users to access their services. On the other hand, mainly customers of all ages comes to Blacktown Leisure-centerStanhope because it advocates their roles as well as status.

Black box model

This particular model shows the communication of stimuli, characteristics of customers, decision procedure as well as customer responses. It on distinguished among interpersonal stimuli and intrapersonal stimuli. In this context, it can be stated that black box model is associated with black box theory of behaviorism. As opined by  Armour, Mayer and Polo( 2017), focus is set on the connection that has been established between stimuli as well as customer’s responses. It has been noticed that various business firms plans as well as processes the marketing stimuli. On the other hand, it has been noticed that social  factors are responsible for giving stimulus on the basis of the economical as wellas political situations of the nation. In addition to this, social factors gives stimulus on the basis of cultural situations of the nation.

The proper application of this model is likely to bring more service users in Cairns Private Hospital (Newton et al. 2015). On the other hand, the appropriate implication of this model will attract more customers to avail diverse services offered to them by Blacktown Leisure-centre Stanhope. The black box of the buyers comprises of Buyers Characteristics as well as Decision Procedure responsible for identifying response of the buyer. It has been noticed that it is assumed that buyers has made a conscious decision after identifying the issue. In this context, Armour, Mayer and Polo (2017) commented that many decisions are undertaken by customers even if they had failed to identify the key issue. However, it has been observed that after identifying the issue, the customers initiate searching for more information regarding goods and services. The main purpose is to sort out the issue.

It has been  found that intrinsic psychological procedure which is connected with the information search is also termed as perception. It has been observed that customers tend to search for more information regarding the items and the services. As a result, it becomes easier for the market researchers to predict the buying plans of customers. For this  purpose, the market researchers uses short descriptions of items of interest (Tiago and Veríssimo, 2014). In this context, it can be stated that people’s tendency to search for more health-oriented information makes it easier for the marketers working at Cairns Private hospital to predict the extent of accessing the health services by its service users including the aged individuals.

Theories of Reasoned Action

In 1967, Martin Fishbein as well as IcekAjzen had created this particular theory. Theory of Reasoned Action focuses on the relationship between the attitudes as well as behavioral approaches within the human actions (Tiago and Veríssimo, 2014). This theory is used for forecasting how people will behave on the basis of pre-existing attitudes along with behavioral intentions (Gerakos and Syverson, 2015.). It is used for getting a clear understanding on the voluntary behavior of the individual. As per this theoretical concept, actual behavior is being preceded by intention of performing a specific behavior. In this regard, it can be stated that marketers working at Cairns will predict how service users will behave on the basis of pre-existing attitudes along with behavioral intentions (Tiago and Veríssimo, 2014 ).

Economic model

As per this model, it has been noticed that customers attempts to increase the utility from goods based on the law of diminishing marginal utility (Gerakos and Syverson, 2015.). It is the desire of customers that they will get maximum profit by paying a nominal amount. This is the core concept of this particular model. It is seen that this specific model is dependent on substitution effect, price effect as well as income effect. It is seen that in case of income effect, if an individual earns more money, he will have the ability to spend more money. As a result, he will have the ability to buy more according to the economic model. As per the concept of Substituton effect, it has been observed that if an alternative god is available in the market at a less price, then people tend to less utilize the goods. It has been observed that when costs of the items are less, customers tend to buy more quantity of the goods. The proper application of this model will attract more customers to avail the various services like health services, aquatic as well as recreation of Blacktown Leisure Centre Stanhope.

Marketing objectives of Cairns Private Hospital

• To attract at least 500  ptients by the end of November, 2018.
• To generate at least  AUD 15000 revenue by the end of December, 2018.

Product

Products of Cairns Private Hospital include medications, pacemakers, angiograms and stents. It is responsibility of the medical service provider to improve the quality of life. It is the role of management of this respective hospital to determine which goods as well as services are suitable for curing the illnesses of aged patients.

Pricing

Economy pricing strategy will be the adopted strategy of Cairns Private hospital. Rising costs of medical services in Australia is raising concerns among the prospective clients. This pricing strategy will attract more aged patients to access their medical services.

Place

This hospital will be located at the metropolitan and urban areas so that it can reach more  people.

Promotion

In order to promote its services, colorful brochures as well as leaflets should be distributed among members of the community.

Marketing objectives of Blacktown Leisure Centre, Stanhope

• To increase profitability by  10.5%  by December, 2018.
• To generate a minimum of AUD 20,000 by December, 2018.

Product

It offers a diverse range of services like health, aquatic, recreation programs well as leisure programs.

Price

It should adopt economy pricing strategy in order to attract more middle class as well as low middle class  customers. Reasonable pricing strategy will enable the organization to attract more customers to access its services.

Place

Urban areas as well as metropolitan areas will be the chosen places.

Promotion

Print media and broadcast media are the chosen mediums that will be used by the respective business firm.

It is recommended for both the organizations to take help of social media for promoting their products and services. It is a suggestion for the management of Cairns private hospital and Blacktown Leisure Centre, Stanhope to do hire celebrities for promoting the goods and services.

Conclusion

From the above discussion, it can be stated that customer buying behavior is highly dependent on the company’s marketing strategies. Besides, constant follow-up of the companies with the clients even after selling its goods or services increases the chances for customer’s repetitive behavior. The proper implication of black box model and theory of reasoned action is capable of capturing the attention of new clients of Cairns Private hospital. The proper application of Economic model is capable of sustaining the competitive advantage of Blacktown Leisure Centre, Stanhope.

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