Different Forms of Prejudice Present in The Merchant of...

Different Forms of Prejudice Present in The Merchant of Venice by William Shakespeare Different types of people, affected by their own views can define prejudice in many different ways. The Collins Concise Dictionary definition of prejudice is an opinion formed beforehand, especially an unfavourable one based on inadequate facts. Another definition is intolerance of or dislike for people of a specific race, religion, etc. From this, it is obvious that prejudice, although often a negative occurrence, can also be positive. Throughout The Merchant, there are many forms of prejudice among a variety of characters, because of race, gender or religion. The most blatant form of prejudice within the†¦show more content†¦He appears to, at least it some ways, sympathise with Shylock; particularly as he gave him the line Hath not a Jew eyes? (III.i.45-6). He understands that Shylock has feelings and emotions, and therefore is effected by the racism dealt out to him. As he continues in the same vein; Hath not a Jew hands, organ, dimensionsà ¢Ã¢â€š ¬Ã‚ ¦ (III.i.46), Shakespeare seems to be attempting to teach his audience, who would have been fully educated in anti-Semitism, that Jews are only different in their beliefs. Not only that, but Shakespeare allows these lines to be taken and re-read about any race or religion, allowing The Merchant to be adapted and read in any context, for the appropriate time period and society. Throughout The Merchant, Shylock is a character with whom we both sympathise and despise. As a moneylender, he is already considered a sinner, both within the play, and as the spectators in Elizabethan times would have seen him. In the play, Shylock is the final option when Antonio needs to borrow money to fund Bassanios trip to visit Portia in Belmont. Even though he is a Jew and is despised by everyone, Antonio still borrows money from him. Even Antonio, the person who is the loudest in condemnation of Shylock, willShow MoreRelatedWilliam Shakespeare s The Merchant Of Venice 1189 Words   |  5 PagesNikki Vietz Ms. Seibel Honors English 12 1 May 2015 Was Shakespeare Prejudice? The premise of William Shakespeare comedy, The Merchant of Venice, is the hostile relationship between Shylock, a Jewish moneylender, and Antonio, a Christian trader. The two gentlemen have a deep history of hatred due to personal injuries and Antonio’s refusal to collect interest on loans. This hatred comes to a climax when Antonio’s friend, Bassanio wishes to borrow three thousands ducats from Antonio so he can travelRead MoreThe Merchant Of Venice By William Shakespeare1445 Words   |  6 PagesThru Venice William Shakespeare, possibly the most esteemed writer of all time, wrote a play titled The Merchant of Venice, near the end of the 1500 s. The play takes place in Venice, and while it can be described as what we now call a romantic comedy, it also draws attention to the harsh divides in the Venetian society brought on by conflicting beliefs and religions. Centuries later, in the early 2000 s, Paul Haggis wrote and directed a film called Crash, that follows multiple different charactersRead MoreThe Merchant of Venice- Critical Evaluation2293 Words   |  10 PagesHow effectively does Shakespeare explore the themes of love and hate through character in the play â€Å"The Merchant of Venice†? William Shakespeare’s The Merchant of Venice contains many themes and elements that could be considered timeless. Shakespeare effectively explores the themes of love and hate through character in the play which is a play of two parts. One part follows the fortunes of Bassanio, a friend of the Merchant, Antonio, in his attempts to win the hand of Portia, the rich and beautifulRead MoreRelationships in William Shakespeares The Merchant of Venice3131 Words   |  13 PagesRelationships in William Shakespeares The Merchant of Venice The Merchant of Venice is one of Shakespeares most popular plays and Act 1 Scene 3 is a key scene. There are three characters involved in the scene and these are: Antonio, Bassanio and Shylock. Shakespeare portrays their characters effectively as well as the contrasting relationships between them. He uses various themes, his language and style and the plot of the bond to achieve this. Before I lookRead MoreRacism And Manipulation Of William Shakespeare s Othello2226 Words   |  9 PagesRacism and Manipulation In William Shakespeare’s Othello Racism has been an inevitable aspect of human society throughout the centuries, from Elizabethan England to â€Å" Separate but equal, here in The United States not too long ago. Shakespeare’s tragic play Othello, portrays a young, and recently married Moor named Othello. His own demise is initiated by various deceits, such as his lofty new position as the Venetian Republic’s army general. During the time Shakespeare lived there was an overallRead MoreEssay William Shakespeares The Merchant of Venice2277 Words   |  10 PagesWilliam Shakespeares The Merchant of Venice Introduction The three versions of the Merchant of Venice which I have watched are: 1. Channel 4 television version for their Schools Broadcasting Programmes 2. Trevor Nunns version 3. National Theatre Company version directed by Jonathan Miller and starring Laurence Olivier as Shylock Act IV scene 1 is an intense scene in the play where we see many of the plays main themes such as justice and mercyRead MoreLangston Hughes Research Paper25309 Words   |  102 PagesTopeka as a stenographer for a black attorney and as a clerk for a newspaper. Occasionally, on weekends, she would take Langston to Kansas City. His Uncle Dessalines owned a barbershop in a black neighborhood, where peoples lifestyles were far different from that of his strict grandmother in Lawrence. Langston roamed the streets near the barbershop. He played the nickelodeon and listened to street musicians playing the blues. Mary Langston was a devoted grandmother to her grandson. (Yale Collection

Nature of thought Free Essays

Thinking: the activity of the brain that can potentially be communicated. Inform thoughts become your words become your actions become your habits become your character become you. † (Gary R. We will write a custom essay sample on Nature of thought or any similar topic only for you Order Now Kirby and Jeffery R. Godparent, Thinking, 2007) What makes human thinking unique is the fact that our thoughts are made up of language. Language allows us to see things differently by channeling our thinking and perceptions. Our thoughts are influenced by the language we use to describe them. The languages we use may too be influenced by personal barriers. Personal barriers include self- serving biases, cognitive distortions that put us in a favorable position. Stereotypes, being biased toward members of a certain group. Emotional influences also effect and inspire human thought. Emotion is what differentiates human beings from animals. We as humans think to communicate, using different languages that are influenced by barriers based upon memories. Memory plays an important role in thinking. Without memory we can’t think. According to Richard Paul and Linda Elder, Journal of Developmental Education, â€Å"Everything we learn is related to everything we learn and learning things in relation to each other makes each of the things we learn more memorable, more intelligible, and more useful. † Without memory we’d have no future to imagining and no past to consider. Getting an adequate amount of sleep is essential to the critical thinking process. Sleep debt can negatively affect our mood, motivation, memory, decision making, concentration, problem solving, and logical thinking (Corer, 1996). So in order to think big we must stimulate the brain with intellectual activity and enhance our memory. Enhancing memory includes making information meaningful, by associating new information with what we already know well, by using mnemonic techniques and by repetition and practice. Listening to the recollections of others and being open to the possibilities. Finding relevance of the information, how it relates to our lives, increases its meaning and makes it more memorable. Now let’s use my memory. I can remember when I found out I was pregnant with my first child. I thought I had gotten sick. I didn’t feel well, very low amount of energy. Well I was sick, but it wasn’t the sick I was thinking where I could go buy something over the counter and it be gone in a few days. I was suffering from morning sickness, the nauseous feeling a woman’s body goes through in the first trimester of pregnancy. The difference in my thoughts and reality was that a baby was coming. A child, a life changing experience. I had all kinds of thoughts going through my head. First, I had to acknowledge that I was soon to be called â€Å"Mommy’. Which then lead to other thoughts like if I was good enough to be parent at the age of 22. I thought what my family would think of me being that I as still young and not married. I was concerned on what the father of my child would say when I told him. After informing my family and accepting this important role that was coming into play. I began taking prenatal classes to educate myself on being a mother. I enrolled in college and begin taking Early Childhood Education courses. I learned that having my daughter pushed me into the field of working with children and having a passion for the work that I do. In the beginning I was nervous, worried about what others would think of me. Encapsulation was a personal barrier s I was raised to believe that one should be married before she has a child. My emotions were out of control the first couple of months as I thought to myself that I wasn’t fit for the circumstances. After all that I have to say that I am a wonderful mother despite all my fears and that my thoughts from then have influenced and encouraged me to believe that can handle all situations, and to see something good out of anything that we are faced with. How to cite Nature of thought, Papers

Following Guidelines of the Course ID †Myasssignmenthelp.Com

Question: What are the Following guidelines of the course ID? Answer: Introduction The identified study report has been illustrated to discuss the individual factors that have predominantly influenced the decision-making process as well as purchasing behaviour of the target market demographics. In the contemporary and challenging business scenario, leading product manufacturers, as well as service providers operating in the different sectors, need to identify the several individual factors affecting the purchasing sentiment of the buyers. By doing such activities, the marketers and service providers can develop their product, services, and marketing strategy according to the demand of the target market audience (Strack, Werth, Deutsch, 2016). Also, alteration in modern technologies has influenced the knowledge of the purchasers that has led to shifting of the request on consumer decision-making. The study paper has been developed to understand how a number of individual factors have influenced the consumer behaviour in the business environment of the Commonwealth Bank of Australia (CBA). Precisely, the Commonwealth Bank of Australia is one of the leading financial service providers in the Australian financial industry. Invariably, the study paper has identified four individual factors such as consumer needs, consumer perception, consumer learning, and consumer attitude that are influencing the decision-making of the target demographics attached to the business environment of the Commonwealth Bank of Australia (Griskevicius, Kenrick, 2013). Though the financial corporation is a multinational company, the study has been evaluated based on the Australian market. By assessing the factors affecting the decision-making and experience of the consumers, the financial services company can improve the business standards, to say the least. Alternatively, the study defines how each of the individual influencing factors should be considered during the decision-making of the target demographics. As a financial services company, the Commonwealth Bank of Australia needs to improvise on services to get the advantage. At the end of the discussion, significant consumer behaviour theories have been explained to evalu ate how the organisation can make substantial changes in their marketing strategy to influence the decision-making of the consumers. Individual Factors Influencing Consumer Behaviour In this particular discussion section, the four identified individual factors i.e. consumer needs, consumer perception, consumer learning, and consumer attitude have been explained that are relevant to the target demographics of the Commonwealth Bank of Australia (Ling, D'Alessandro, Winzar, 2015). For a brief introduction to the company, the Commonwealth Bank of Australia is one of the most trusted financial services in the Australian market offering various services such as retail and business banking, insurance services, fund management, and brokerage services to their target audience in the identified market ("CommBank", 2017). Based on the challenges in the financial services sector, identifying the factors influencing the purchasing decision-making of the consumers is significantly effective for the Commonwealth Bank of Australia. First of all, the consumer in the financial services can be recognised as one of the fundamental factors to be considered by the CBA in its operating sector. In the case of monetary transactions, consumers are bound to be linked with one of the financial service providing companies available in the market (Williams, Mullin, 2015). However, digitalisation has completely transformed the traditional banking system. On this particular need of the consumers, banking service providers such as the CBA must identify the current trend in the market. Thus, by evaluating the fundamental demand of need, the Commonwealth Bank of Australia can influence the decision-making of the target audience (Griskevicius, Kenrick, 2013). Alternatively, consumer perception is another vital aspect of the business influencing the decision-making of the target demographics in the case of selecting financial service providers. Precisely, consumer perception can be termed as gathering essential information through the senses of the customer before selecting a product or service (Williams, Mullin, 2015). In the business status of the CBA, consumer perception can be evident for the target demographics to make a rough distinction among the available service providers. Meanwhile, in the banking system, the experience of the customers has led to an appreciation of service. Thus, human perception can be stimulated in a positive way. On the other note, consumer learning of the Australian target market audience is another substantial aspect influencing the buying decision-making of the consumers in case of opting for financial services and banking services. As the majority of the target audience in Australia are highly educated, consumers keep learning new things to influence their purchasing decision-making (Strack, Werth, Deutsch, 2016). For instance, based on their experience over the time, target demographics gather new knowledge. Also, the internet platform has enhanced the perspective of consumer learning. The consumers have verified the services and charges offered by the banking services to choose the most convenient financial service provider. Evidently, consumer attitude is one of the most comprehensive individual factors affecting the purchasing decision-making of consumers. Driven by the attitude of the individuals, consumers can be motivated to select a service or product (Young, Creed, 2009). Meanwhile, consumer attitude can be influenced by the social outcomes that have made the customers to trust a brand or service provider. Invariably, change in the attitude of the target audience must be identified by the service providers to make certain marketing adjustments (Han, Stoel, 2016). Necessarily, changes in attitude must be resisted by the service providers to retain the customer base. By considering each of the factors described in the study, the impact of the individual factors on purchasing decision-making of the target audience in Australian market has been illustrated. In the banking sector, the need of the consumer is one of the leading influencing factors for choosing the right financial services (Widing, 2013). First of all, current banking transaction and other money related transactions have become one of the major ways to the everyday life of target audience. Private firms, public organisations, and the general public are largely dependent on the banking services to meet the monetary transactional requirement and other financial services such as insurance, retirement plan, term plan, savings account, employee account, and current business account, etc (Mortimer, Bougoure, Fazal-E-Hasan, 2015). Thus, due to the fundamental need of target audience, customers have to select banking services according to their requisites. As analysed before, consumer perception process has helped the target audience to identify the services and the quality of services offered by a firm (Ling, D'Alessandro, Winzar, 2015). Through the collection of information from various sources, banking sector consumers have assessed the utility of bank services. Thus, the consumer perception provokes the target demographics to go for the best banking service suitable for the purpose (Hansen, 2015). Precisely, financial services need to increase their value perception in front of the target audience by delivering exceptional services. Meanwhile, best experience of services has influenced the consumer perception that has led the customers to purchase the service. Clearly, diverted by the reviews and market news, consumers have gone for the best financial services to get the best experience (Hassan, Michaelidou, 2013). During the buying decision-making process, the impact of consumer learning is another significant factor leading to shifting in decision-making. Consumer learning is a process that can increase the knowledge of the target audience about a product or service available in the market. By using a service, customers can gain substantial experience during their service period. Also, the latest technology has helped the target audience to know the trending topics in the same service area (Martin, Woodside, 2017). Thus, the consumers can compare the best services available in the market with the existing service. Herein, consumer learning can improvise in a change in the behaviour of the target audience. Leading to the change, customers can take the most comprehensive banking service available in the market. However, consumer attitude towards a brand can create a substantial impact while buying a service. Directed by the beliefs and confidence towards a brand, consumer attitude can define the behavioural intentions of the buyers. In the case of banking and financial services, trust has been identified one of the key factors for the consumers. As the Commonwealth Bank of Australia is one of the biggest banking service providers in the sector, consumer attitude can consider such things during opting for the service (Rossi, 2011). In this way, consumer attitude can validate the personal belief and responsibility of the service. Thus, target demographics can be influenced to go for the services driven by the attitude of the consumers. Consideration of individual influences in decision-making and experiences of consumers In the contemporary business scenario of the Commonwealth Bank of Australia, consideration of each of the individual factors in consumer decision-making and experience should be elaborated to clear out the concept. Precisely, the needs of the consumer can be defined as one of the key components to be considering during services offering and marketing of the business (Widing, 2013). As a banking service, the fundamental requisites of the target audience must be evaluated to dictate the terms of services as per the suitability of the target demographics. In order to create substantial influence on the target audience, adoption and diffusion process can be implemented to market the new services as well as other traditional services offered by to the target audience (Shukla, Banerjee, Adidam, 2013). Notably, the diffusion procedure has enabled the service companies to introduce new service to the customers based on the requisite. Primarily, three types of diffusion of innovation and ado ption methods can be applied during the market purchasing decision-making of the target audience. Meanwhile, the first method can be termed as Continuous Innovation where existing services offered by the business can be altered as per the changing demand and trends of the customers. Secondly, Dynamic Continuous Innovation process has led to new services to the target demographics replacing the traditional services to be competitive (Widing, 2013). Finally, the last and the most important process is the Discontinues Innovation that has introduced a new set of services according to the demand of the customers to shift the purchasing behaviour of the target demographic profile (Reny, 2015). For example, the business firms must show the quality of services, efficiency in the services, and compatibility of the services towards the customers to gain the competitive edge over the other marketers operating in the same market industry. The stages of diffusion of innovation and adoption can match the expectations and demand of the target customers so that target demographics can prefer to select the services of a company over the others (Tseng, Piller, 2013). Evidently, communication and marketing have played a major role to circulate the influence among the target demographic profile. The role of consumer perception in decision-making must be rated highly by the service companies as a change in consumer perception may lead to shift in the decision-making process (Ling, D'Alessandro, Winzar, 2015). As discussed earlier in the study, consumer perception has driven the target audience to differentiate the services offered by different firms. In the decision-making framework, the perceived things of the target audience can influence a customer to choose or reject the service provided by a company (Rattanaphan, 2012). In the case of financial services, the firms need to enhance the perception of the target demographics so that a bonding of trust can be created with the target market audience. The psychological variable known as perception controls the purchasing sentiment of the customers, to be precise. Apparently, driven by consumer perception, target demographics can accept the messages delivered by the service organisations (Pincus, 2014). If the information has n ot matched with the perception of the target consumer, they will reject the message. Alternatively, perceptual blocking is another significant aspect controlling the consumer perception leading towards the decision-making in favour of a service. Perceptual blocking is something that has been developed by the consumers knowledge and self-belief. Driven by the belief of the target audience, customers have reluctant to be influenced by the marketing stimuli used by the modern business organisations. On the other hand, price perception is another concept influencing the customers to select a service (Briesch, Rajagopal, 2010). By analysing the competitive pricing of the services, customers tend to choose the affordable service that has seemed to be more worthy. On the basis of the same, the service companies have to make the adjustment to influence the level of perception of the target demographics related to the price of the service. Precisely, if the perceived value of the service will be worthy of the target audience, the consumers do not mind to use the service agai n and again. In the meantime, understanding of customer learning process is an essential factor for observing the customer decision making and experiences (Ling, D'Alessandro, Winzar, 2015). The customer decision making process involves different steps such as problem recognition, information search and evaluation, purchasing processes and post-purchasing behaviour (Martin, Woodside, 2017). On the basis of the above steps, a proper learning regard to the brand and its products is required to help the customers to make purchasing decisions. Hence, it is important for the marketers to understand the fundamentals of the customer learning theories in order to develop their marketing tactics to influence the customer decision making and experiences. Furthermore, customer learning is a process that is used by the consumers to acquire the consumption and purchasing knowledge and experiences that can be applied to the future related decision processes. There are two different ways through which an individual learns about the purchasing knowledge (Martin, Woodside, 2017). Firstly, behavioural learning process involves a trial and error technique that is used by the consumers to make purchasing decisions regarding a brand. For example, a customer feels disappointed after using a service of the Commonwealth Bank of Australia will never use the service again and move towards another brand for the same service (Bosworth, Holland, Visgatis, 2010). On the other hand, if the same customer is satisfied with any service of the Commonwealth Bank of Australia, the person will visit the particular bank in the future for different other services. Secondly, the cognitive learning process involves collection of information by the consumers while solving problems regarding a purchasing decision. For example, a new customer of the Commonwealth Bank of Australia will try to collect information about the service to know every detailed terms and conditions before buying the product (Mallalieu, 2016). Hence, it is important to understand the learning process of the customers in order to understand their purchasing decision making and experiences. Moreover, the marketers need to understand the components of consumer attitude towards the brand as well to observe their purchasing decision process and experiences. The consumer attitude involves three composites that are belief, feeling and behavioural intention. These elements are interdependent to each other and influence the purchasing decision making and experiences of the consumers (Murphy, Dweck, 2016). Firstly, the belief of the consumers must be evaluated in order to understand their attitude towards the brand. For example, a customer can hold positive belief towards the service of the Commonwealth Bank because of its extra facilities. On the other hand, the customer can hold negative belief due to the long documentation process of the Commonwealth Bank. Secondly, the feelings of the consumers are controlled by their beliefs. A customer may feel good about the service of the Commonwealth Bank due to its high reputation and long term services (Richardson, 2016). On the other hand, the customer may feel bad about the brand due to some negative incidents that may have occurred in the recent past. Furthermore, the behavioural intentions include the influence of the family members or relatives to choose a particular brand. For example, a customer may choose the Commonwealth Bank to open an account because his elders have their account in the same bank (Craig-Lees, Joy, Browne, 2015). Hence, it is important for the marketers to observe the customers attitude in order to understand the consumer decision making process and experiences for developing the marketing strategies. Consumer Behaviour Theories to improve marketing strategies It is important for the marketers of the Commonwealth Bank to understand the primary needs of the customers, their perception, learning style and attitude towards the brand to develop adequate marketing strategy for making the customer accept the new innovations (Bosworth, Holland, Visgatis, 2010). Firstly, the marketing department of the Commonwealth Bank must observe what the customers think about the service of the company by applying the customer attitude theory. Secondly, the perception of the customers must be known in order to find what changes can be made in the services of the firm. Thirdly, the needs of the customers must be observed to develop the final products and services matching the exact demand of the consumers (O'Cass, McEwen, 2014). Finally, the consumer learning theory must be applied to develop promotional tactics that will be helpful to provide the information that are required by the customers to make decision regarding their purchase or to accept the new inn ovative services. In order to understand the needs of the customers and their acceptance of the new innovation, the marketers need to conduct a survey using questionnaires that will ask the customers to provide feedback regarding what they think about the brand. On the other hand, the survey will help the marketers to develop proper understanding of the customers learning and perception in order to improve the marketing strategies (Macintosh, Stevens, 2013). The information collected through the survey will help the marketers understand the customers decision making process and their experiences to make the consumers accept the new innovative services of the company (Ekelund, 2009). Hence, the entire process of applying the consumer behaviour theories and development of marketing strategy to make the customers accept the new innovations are interconnected. Furthermore, the evaluation of the customers behaviour will be helpful for the marketers to develop its marketing strategies such as the market segmentation staretgy, targeting strategy and positioning policy in the form of the 4 Ps of marketing mix to influence the customers to accept the new products and services of the Commonwealth Bank (Rojsurakitti, 2015). Therefore, on the basis of the theories learned in module, the following suggestions are recommended to the marketers of the Commonwealth Bank to enhance their marketing strategies: Segmentation Strategy The segmentation strategy is used by the marketing executives to break the entire market into small categories to improve the efficiency of the marketing strategies. It is not possible for an organisation to meet all expectations of the customers using limited resources. For example, a financial institution cannot offer all services based on the requirement of the customers. Hence, the services must be developed keeping in mind some of the critical elements of consumer behaviour that becomes challenge for the financial institution (Padua, 2014). The segmentation strategy is developed to categorise the large customer base on the basis of their demographics, services required and demand for the service in the market. For instance, the marketers of the Commonwealth Bank can segment the customers on the basis of their age. The company can provide better retirement plans and long term investment policies for the younger generation people. Meanwhile, the old age people can be served through new services such as high interest fixed deposits (Rossi, 2011). On the other hand, the customers of the financial institutions can be segmented on the basis of their religion. For example, Islamic Banking System can be introduced by the marketers to serve the Muslim customers that are already practiced in the Gulf Countries (Richardson, 2016). The market segmentation can also be used to make decision regarding the promotional tactics that will be used by the company to enhance its brand positioning. Hence, market segmentation is a key strategy for the financial institutions to improve its marketing activities. Targeting Strategy The targeting strategy is used to choose a particular segment that must be targeted by the firm to make the new innovative service acceptable in the market. For example, if the company wants to launch a long term insurance or provident fund scheme, the marketers must target the younger generation segment. On the other hand, the marketers must target the older age customer segment to make a high interest monthly earning scheme acceptable by the customers (Strack, Werth, Deutsch, 2016). Hence, the decision of the target market is quite essential for the success of a new product or service. On the other hand, it is important for the marketers to consider several factors before making the decision regarding a target market. Firstly, the marketing department must see that how well the existing customers in the target market are served by the rivals (Peppers, Rogers, 2011). Hence, a particular segment must be targeted after observing the existing services that are rendered by the rival firms. Secondly, the demographics of the market segment must be considered in terms of its size to forecast the potential opportunities that are available for the target customers (Szmigin, Carrigan, 2011). Finally, the marketing department must evaluate the resources and competencies of the firm to check whether the company has the capability to serve the target audiences. Hence, it is important for the marketers to understand the customer behaviour while making adequate decision regarding the target market to influence the customers for accepting the new innovations. Positioning Strategy Finally, the marketers must focus on improving the positioning strategy by making changes in the 4 Ps of marketing mix. In order to improve the 4 Ps of marketing mix, the marketing executives must understand the factors influencing the consumer behaviour and the decision making process. Hence, the following recommendations are provided to improve the positioning strategy of the Commonwealth Bank: Product: The marketers of the Commonwealth Bank must focus on differentiating its products and services by introducing innovative schemes that will be acceptable by the target customers. In order to develop the services, the company must observe the demand of the customers and their expectations from the organisation (Purohit, 2016). Furthermore, the marketers must see that the services are differentiated from the rivals in terms of the benefits and facilities that are rendered by the company. Price: It is important to note that most of the services rendered by the financial institutions do not charge direct price from the customer. On the other hand, there are some services that are directly charged from the customers such as investment consultancy fees and brokering charges (Williams, Mullin, 2015). Hence, the company can use a competitive pricing policy for these services to attract more customers. Promotion: The promotional decisions must be made keeping in mind the regular habits of the customers. For instance, the older generation people can be targeted by using traditional or mass media channels such as television, newspapers and financial magazines. On the other hand, the company can target the younger generation customers using the digital advertisement tactics such as social networking advertising, Google AdWord and website promotion (Putit, Teoh, Amily Fikry., 2015). Hence, the choice of promotion strategy depends upon the regular habits of the customers. Place: With development of technology, the Commonwealth Bank can use their website as a virtual office to serve the customers. On the other hand, home to home service can be introduced to enhance the customers reach for targeting the older age people (Putit, Teoh, Amily Fikry., 2015). The home to home service must be introduced for premium range customers and large enterprises. Conclusion On the basis of the above analysis, there are several individual factors that influence the purchasing behaviour of the customers. Hence, it is important for the marketers of the Commonwealth Bank to observe the individual factors such as needs, perception, attitude and learning style of the customers to understand the consumer decision making process and experiences with the brand. Furthermore, market surveys and research can be conducted to collect information for evaluating the consumer decision making process. Moreover, the results of the consumer behaviour evaluation process can be utilised by the marketers of the Commonwealth Bank to develop products, pricing policy, promotional tactics and placing strategy to influence the customers to accept the new innovations. Conclusively, the understanding of consumer behaviour and the factors influencing the customer purchasing decisions are essential for the marketers to improve the marketing strategy of the Commonwealth Bank and seek g rowth in the competitive environment References Bosworth, M., Holland, J., Visgatis, F. (2010).Customer centric selling(1st ed.). New York: McGraw-Hill. Briesch, R., Rajagopal, P. (2010). Neural network applications in consumer behavior.Journal Of Consumer Psychology,20(3), 381-389. CommBank. (2017).Commbank.com.au. Retrieved May 2017, from https://www.commbank.com.au/about-us.html?ei=mv_about-us Craig-Lees, M., Joy, S., Browne, B. (2015).Consumer behaviour(1st ed.). Brisbane: Wiley. Ekelund, C. (2009).Developing marketing strategy from customer portfolio(1st ed.). Copenhagen: Copenhagen Business School, Department of Marketing. Griskevicius, V., Kenrick, D. (2013). 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