1. Executive summary
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
For the introduction, brief information regarding my purchase and the travel and tourism industry is presented. It was then followed by the explanation of the 2 chosen theories from two different chapters.
Furthermore, I will explain the application of theory relating to me and my purchase. I will also review the marketing activity of the organization where I purchased from. This is to explain how the two theories have been used in the marketing strategy. In addition, recommendations regarding how the marketing strategy could have been improved by applying the 2 buyer behaviour theories are given.
2. Introduction
2.1 Introduction
The high involvement product that I purchased was a Star Cruise travel package. This was purchased back in June last year when there was a Malaysian Association of Tour & Travel Agents (MATTA) Fair held in Kuching. I bought it under the travel agency called Borneo Exploration. Why I bought it is because my mum has been thinking of going travelling for a while. The package deal that was offered was a 3 days 2 nights cruise to Thailand and Langkawi from Singapore.
2.2 Industry background
Travel and tourism is the largest industry as it a billion dollar industry. Malaysia currently acquired their biggest achievement of securing 25.7 million tourist arrivals last year which will contribute the millions of ringgit to the economy impact.
3. Decision of buyer behaviour theories
The theories that I have chosen are word-of-mouth and Manfred Max-Reef theory. I feel that these are appropriate in relation to my purchase.
3.1 Wo...
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Personal preference is another factor as some people prefer variety of goods whereas others prefer not having too many choices at all.
The travel industry is one of the most important and largest industries in the world. Every day, millions of people travel to short distances and long distances for leisure or business reasons. The world economy relies on traveling, and the economic success of a country highly depends on the state of the travel industry in that country. The U.S. travel industry is the biggest in the world and can be used as a demonstration of the importance of travel market for developed countries. Also, generational differences are visible and can be demonstrated by the research of the travel industry, which can be used for further research in the sociological fields. In short, the travel industry is a very complex and multi-sided field with a lot of objects
Consumers all over the world will view information and process the same differently. It is thus of great necessity that businesses come up with effective mechanisms which will effectively and efficiently communicate their business to their clients. In understanding the consumer process for choice, various practices have been examined and affected. The methods of choice include monitoring of information, eye movement monitoring and issues to do with task analysis among others. The studying of such methods has demonstrated the characteristics of the consumer behavior and the implementation of such choices.
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To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.
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