Although Australia’s population is relatively small by world standards, it is certainly not homogeneous. It would be a mistake, therefore, to assume that Australians are exactly like the residents of the United States, and that few or no changes are required regarding products when entering the Australian market. Australia’s population is aging.
However, again, it is important not to think that older consumers are all alike. Targeting specific subsegments of the mature consumer segment is required. This is applicable to the other segments of the population as well. Australian consumers are seeking increasingly more information on products and services.
They expect to obtain this information quickly and are using electronic media, such as the Internet, to gather up-to-date information. Furthermore, Australian consumers want their complaints dealt with quickly and fairly. It is not sufficient in the Australian market to acknowledge a complaint; it is critical that complaints be addressed and then resolved satisfactorily.
In the new millennium, it is important to recognize that although Australia is located in the Asia-Pacific region, Australia is very much a part of the global marketplace. Marketers must ensure that promotional materials and messages are realistic, with those portrayed in the advertisements reflecting the many lifestyles of Australian consumers. Certainly, they should represent
the various cultural and social groups in the population.
