Australia’s population is relatively sophisticated and multicultural. Consumers are generally well educated and require informative answers to their product and service inquiries. With considerable immigration over the years, first principally from the United Kingdom and Europe, and then more recently from Asia, a wide range of customs, beliefs, values, food, and goods and services preferences can be found.
There are also many subcultures, namely, Aboriginal, Greek, Italian, Chinese, Vietnamese, and other ethnic populations, and so it is important for marketers to be aware that each subculture has distinctive needs and wants. The influence of subculture tends to be strongest where a significant number of the group members are geographically grouped together.
For instance, in the suburbs of Kilkenny in Adelaide and Westend in Brisbane, there are large Vietnamese communities. Consumers from these groups often have preferences for particular goods and services, such as food and foodpreparation items. As previously noted, the availability of goods and services catering to these subcultures’ needs has changed many Australians’ perceptions of food options and combinations.
While Australia could be regarded as a Christian country, an increasing proportion of consumers are non-Christian. Major non-Christian groups in Australia include Muslims, Buddhists, Jews, and Hindus. Practicing members of these religious groups observe certain religious days, eat or abstain from eating certain types of foods, and wear specific types of clothing. Such beliefs and customs influence consumer behavior, and marketers need to be aware of product and service requirements and to think about how products are presented to consumers, for instance, in terms of the colors used in promotional campaigns.
