Consumer Behavior with regards to the Bunbury Boat Show

The report investigates the attitudes and consumer behavior of attendees at the Bunbury Boat Show. It aims to build a demographic profile of participants, investigate their attitudes and behavior towards water-based activities, and analyze their online participative and purchasing behavior. The report also identifies the primary barriers to participation in boating or water-based activities and explores the reasons why customers enjoy boat shows. The study concludes with recommendations to increase the number of attendees to the Bunbury Boat Show in the future.

3/11/2018
Consumer Behavior with regards to the Bunbury Boat Show

Table of Contents
Introduction.................................................................................................................................................1
Research methodology................................................................................................................................2
Data collection and analysis....................................................................................................................2
Demographic description........................................................................................................................2
Results.........................................................................................................................................................4
Conclusion.................................................................................................................................................15
Recommendations.....................................................................................................................................15

Introduction
The recreational marine industry has widely been considered an alternative form of relaxation
and activity (Watson, 2008). A range of activities are being carried out in the marine industry
some of which are fishing and boating activities (Siân E. Rees, 2010).
However, significant changes have been experienced in the marine industry more so over the
past ten years resulting to a decline in the industry’s customer base (Beyers, 2008). Many factors
are thought to be attributed to this decline including an increased demand on leisure time, the
economic downturn and the rise of online entertainment especially among the youth (Prothe,
1993).
The research detailed in this report was therefore conducted to investigate the Bunbury Boat
Show attendees’ attitudes and consumer behavior with regards to the Bunbury Boat show in
order to find out how to increase the number of attendees to the Bunbury Boat Show in the
future.
The research statement for this study was to investigate the attitudes, consumer behavior and
online activity of current visitors to the Bunbury Boat Show.
The objectives for this research are as below;
i. Build a demographic profile of participants attending the Bunbury Boat Show.
ii. Investigate Bunbury Boat Show attendees attitudes and consumer behavior to water-
based
Activities.
iii. Investigate Bunbury Boat Show attendees’ attitudes and consumer behavior with regards
to the Bunbury Boat Show.
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iv. Investigate online participative behavior of attendees at the Bunbury Boat Show.
v. Investigate purchasing behavior of attendees at the Bunbury Boat Show.
The main objective of this research study was to investigate Bunbury Boat Show attitudes and
consumer behavior with regards to the Bunbury Boat show.
Research methodology
Data collection and analysis
Primary data for the study was collected through administration of questionnaires to the
participants during the survey. Data was entered into the Statistical Software for Social Statistics
(SPSS) for analysis.
Data was analyzed using statistical tools such as frequencies, descriptive statistics, cross
tabulation and correlation.
Demographic description
Data was collected from 244 participants who were admitted into the study. 143 representing
58.6 % were male while 92 representing 37.7% were female. 9 representing 3.7% did not
respond on their gender.
What is your Gender
Frequency Percent Valid Percent Cumulative Percent
Valid a. Male 143 58.6 60.9 60.9
b. Female 92 37.7 39.1 100.0
Total 235 96.3 100.0
Missing -99 9 3.7
Total 244 100.0
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11 respondents representing 4.5% belonged to the age group 18-24, 29 representing 11.9%
belonged to the age group 25-34, 34 representing 13.9% belonged to the age group 35-39, 58
representing 23.8% belonged to the age group 40-49, 68 representing 23.8% belonged to the age
group 50-64, 35 representing 14.3% belonged to the age group 65 and above while 9
representing 3.7% did not respond to their age group.
In which Age Group do you belong?
Frequency Percent Valid Percent
Cumulative
Percent
Valid a. 18-24 11 4.5 4.7 4.7
b. 25-34 29 11.9 12.3 17.0
c. 35-39 34 13.9 14.5 31.5
d. 40-49 58 23.8 24.7 56.2
e. 50-64 68 27.9 28.9 85.1
f. 65 and
over 35 14.3 14.9 100.0
Total 235 96.3 100.0
Missing -99 9 3.7
Total 244 100.0
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Results
Descriptive statistics on how customers first heard of the show
How did you first hear about the Boat Show? (please tick only one)
Frequency Percent Valid Percent
Cumulative
Percent
Valid a. Online 8 3.3 3.4 3.4
b. Email 1 .4 .4 3.8
c. Facebook 4 1.6 1.7 5.5
d. Mail out 1 .4 .4 5.9
e. Newspaper 42 17.2 17.7 23.6
f. Magazine 8 3.3 3.4 27.0
g. TV 45 18.4 19.0 46.0
h. Outdoor advertising 20 8.2 8.4 54.4
i. From a friend 29 11.9 12.2 66.7
j. Radio 19 7.8 8.0 74.7
k. Work or industry
colleagues 11 4.5 4.6 79.3
I. Other 49 20.1 20.7 100.0
Total 237 97.1 100.0
Missing -99 7 2.9
Total 244 100.0
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The largest outlet through which the respondents heard of the show is other source of
information representing 20.1% followed by TV which had 18.4% of the respondents. The least
number of respondents who were about 0.4 % heard it through mail out.
What is the primary barrier to your participation in boating or water based activities? (please tick
one)
Frequency Percent Valid Percent
Cumulative
Percent
Valid a. Upfront costs 53 21.7 22.6 22.6
b. Costs associated
with participation (e.g. fuel,
storage and maintenance)
43 17.6 18.4 41.0
c. Lack of time 87 35.7 37.2 78.2
d. Lack of access to
facilities 6 2.5 2.6 80.8
e. Lack of storage
facilities 2 .8 .9 81.6
f. Other 43 17.6 18.4 100.0
Total 234 95.9 100.0
Missing -99 10 4.1
5

Total 244 100.0
The primary barriers to customers participation in boating or water based activities are lack of
time, upfront costs, costs associated with participation, lack of access to facilities and lack of
storage facilities in order of frequencies from highest to lowest respectively.
I consider the Boat Show good value for money?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 5 2.0 2.1 2.1
2. Moderately Disagree 4 1.6 1.7 3.8
3. Slightly Disagree 12 4.9 5.1 8.9
4. Slightly Agree 29 11.9 12.3 21.3
5. Moderately Agree 79 32.4 33.6 54.9
6. Strongly Agree 106 43.4 45.1 100.0
Total 235 96.3 100.0
Missing -99 9 3.7
Total 244 100.0
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The highest frequency of respondents argued that Boat Shows are a good value for money
representing 43.4%. The least number of respondents representing 1.6% argued that they
moderately disagreed on the point that Boat Shows are a good value for money.
I found the Boat Show to be very informative?
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 2 .8 .9 .9
2. Moderately Disagree 4 1.6 1.7 2.6
3. Slightly Disagree 6 2.5 2.6 5.1
4. Slightly Agree 38 15.6 16.2 21.3
5. Moderately Agree 77 31.6 32.8 54.0
6. Strongly Agree 108 44.3 46.0 100.0
Total 235 96.3 100.0
Missing -99 9 3.7
Total 244 100.0
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44.3% of the respondents strongly agreed that they found the boat show very informative. This
frequency formed the highest among the respondents followed by those that moderately agreed,
slightly agreed, slightly disagreed, moderately disagreed and strongly disagreed respectively.
The relationship between the show being a good value of money and the show being informative
is as shown in the cross tabulation and correlation below.
I consider the Boat Show good value for money? * I found the Boat Show to be very informative? Crosstabulation
Count
I found the Boat Show to be very informative?
Total
1. Strongly
Disagree
2.
Moderately
Disagree
3. Slightly
Disagree
4. Slightly
Agree
5.
Moderately
Agree
6. Strongly
Agree
I consider the Boat
Show good value for
money?
1. Strongly
Disagree 2 0 1 0 1 1 5
2. Moderately
Disagree 0 1 0 0 2 1 4
3. Slightly
Disagree 0 1 1 6 2 2 12
4. Slightly Agree 0 0 3 17 6 3 29
5. Moderately
Agree 0 0 1 9 56 13 79
6. Strongly Agree 0 1 0 6 9 88 104
Total 2 3 6 38 76 108 233
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Correlations
I consider the Boat
Show good value for
money?
I found the Boat Show
to be very informative?
I consider the Boat Show good value
for money?
Pearson Correlation 1 .608**
Sig. (2-tailed) .000
N 235 233
I found the Boat Show to be very
informative?
Pearson Correlation .608** 1
Sig. (2-tailed) .000
N 233 235
**. Correlation is significant at the 0.01 level (2-tailed).
The correlation coefficient is 0.608 implying a strong positive relationship between value for
money and being informative of the show.
Reasons why customers enjoy Boat Shows
a. Get to handle or try the products
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 4 1.6 1.8 1.8
2. Moderately Disagree 3 1.2 1.3 3.1
3. Slightly Disagree 16 6.6 7.1 10.2
4. Slightly Agree 40 16.4 17.8 28.0
5. Moderately Agree 72 29.5 32.0 60.0
6. Strongly Agree 90 36.9 40.0 100.0
Total 225 92.2 100.0
Missing -99 19 7.8
Total 244 100.0
The highest frequency of respondents who formed 36.9% strongly agreed that they get to handle
or try the products, followed by those that moderately agreed, those that slightly agreed, those
that slightly disagreed, those that strongly disagreed and those that moderately disagreed
respectively.
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b. Get advice on products I am interested in
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 3 1.2 1.3 1.3
2. Moderately Disagree 7 2.9 3.1 4.4
3. Slightly Disagree 10 4.1 4.4 8.7
4. Slightly Agree 46 18.9 20.1 28.8
5. Moderately Agree 73 29.9 31.9 60.7
6. Strongly Agree 90 36.9 39.3 100.0
Total 229 93.9 100.0
Missing -99 15 6.1
Total 244 100.0
The highest frequency of respondents who formed 36.9% strongly agreed that they get advice on
the products they are interested in, followed by those that moderately agreed, those that slightly
agreed, those that slightly disagreed, those that moderately disagreed and those that strongly
disagreed respectively.
c. Get answers to questions I may have
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 4 1.6 1.8 1.8
2. Moderately Disagree 3 1.2 1.3 3.1
3. Slightly Disagree 10 4.1 4.5 7.6
4. Slightly Agree 43 17.6 19.2 26.8
5. Moderately Agree 76 31.1 33.9 60.7
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6. Strongly Agree 88 36.1 39.3 100.0
Total 224 91.8 100.0
Missing -99 20 8.2
Total 244 100.0
The highest frequency of respondents who formed 91.8% strongly agreed that they get to
answers to questions they have, followed by those that moderately agreed, those that slightly
agreed, those that slightly disagreed, those that moderately disagreed and those that strongly
disagreed respectively.
d. Talk to the dealers or representatives
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 7 2.9 3.1 3.1
2. Moderately Disagree 8 3.3 3.5 6.6
3. Slightly Disagree 16 6.6 7.0 13.7
4. Slightly Agree 38 15.6 16.7 30.4
5. Moderately Agree 67 27.5 29.5 59.9
6. Strongly Agree 91 37.3 40.1 100.0
Total 227 93.0 100.0
Missing -99 17 7.0
Total 244 100.0
The highest frequency of respondents who formed 37.3% strongly agreed that they get to talk to
the dealers or representatives, followed by those that moderately agreed, those that slightly
agreed, those that slightly disagreed, those that moderately disagreed and those that strongly
disagreed respectively.
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f. Have an opportunity to compare products
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 7 2.9 3.1 3.1
2. Moderately Disagree 8 3.3 3.5 6.6
3. Slightly Disagree 9 3.7 4.0 10.6
4. Slightly Agree 43 17.6 18.9 29.5
5. Moderately Agree 63 25.8 27.8 57.3
6. Strongly Agree 97 39.8 42.7 100.0
Total 227 93.0 100.0
Missing -99 17 7.0
Total 244 100.0
The highest frequency of respondents who formed 39.8% strongly agreed that they have an
opportunity to compare products, followed by those that moderately agreed, those that slightly
agreed, those that slightly disagreed, those that moderately disagreed and those that strongly
disagreed respectively.
g. Find information about new products
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 6 2.5 2.7 2.7
2. Moderately Disagree 5 2.0 2.2 4.9
3. Slightly Disagree 5 2.0 2.2 7.2
4. Slightly Agree 29 11.9 13.0 20.2
5. Moderately Agree 66 27.0 29.6 49.8
6. Strongly Agree 112 45.9 50.2 100.0
Total 223 91.4 100.0
Missing -99 21 8.6
Total 244 100.0
The highest frequency of respondents who formed 45.9% strongly agreed that they get to find
information about new products, followed by those that moderately agreed, those that slightly
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agreed, those that strongly disagreed, those that moderately disagreed and those that slightly
disagreed respectively.
h. Attend seminars or activities
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1. Strongly Disagree 49 20.1 21.9 21.9
2. Moderately Disagree 43 17.6 19.2 41.1
3. Slightly Disagree 36 14.8 16.1 57.1
4. Slightly Agree 35 14.3 15.6 72.8
5. Moderately Agree 32 13.1 14.3 87.1
6. Strongly Agree 29 11.9 12.9 100.0
Total 224 91.8 100.0
Missing -99 20 8.2
Total 244 100.0
The highest frequency of respondents who formed 20.1% of the respondents strongly disagreed
that they attend seminars or activities, followed by those that moderately disagreed, those that
slightly disagreed, those that slightly agreed, those that moderately agreed and those that strongly
agreed respectively.
Descriptive Statistics
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N Minimum Maximum Mean Std. Deviation
a. Get to handle or try the
products 225 1 6 4.97 1.128
b. Get advice on products I
am interested in 229 1 6 4.96 1.121
c. Get answers to questions I
may have 224 1 6 5.00 1.084
d. Talk to the dealers or
representatives 227 1 6 4.86 1.284
e. Get to see how the
product work 223 1 6 5.03 1.092
f. Have an opportunity to
compare products 227 1 6 4.93 1.260
g. Find information about
new products 223 1 6 5.15 1.156
h. Attend seminars or
activities 224 1 6 3.20 1.712
Valid N (listwise) 217
Finding information about new products had the highest mean of 5.15 implying that this is the
main reason why customers really enjoyed coming to the Boat Show. This followed by getting to
see how the product works (5.03), getting answers to the questions customers have (5.00),
getting to handle or try the products (4.97), Getting advice on products customers are interested
in (4.96), having an opportunity to compare products (4.93), talking to the dealers or
representatives (4.86) and attending seminar or activities (3.20) respectively.
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Conclusion
The findings depict that the main source of communication/information through which the
customers first heard of the show was thorough the TV. It is thought that Televisions are a major
source of information as argued by (Information Needs, Information Sources and Information
Use, 2005).
The results show that the main primary barrier preventing customers from attending Boat Shows
is lack of time as stated by 35.7 % of the respondents in the study. This agrees with the findings
of (Siân E. Rees, The value of marine biodiversity to the leisure and recreation industry and its
application to marine spatial planning, 2010)
Majority of the respondents considered that the show was both informative and a good value for
money. A positive correlation exists between these two variables. This is an indication that
customers like the Boat Shows. These findings are in consistency with the findings of (Carlson,
1938)
Findings have also depicted that customers mainly attend the Boat Show in order to find more
information about new products.
Recommendations
Based on the above conclusions the following recommendations can be made for Bunbury show
management in order for it to increase its customers in future.
(i) Show advertisements should majorly be done through TV as most customers watch
the TV.
(ii) Management of Bunbury show should aim to introduce new products and provide
information to the customers as this is a major factor that motivates customers to
attend the Boat Shows.
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References
Beyers, W. B. (2008). Cultural and recreational industries in the United States. The Service Industries , 17.
Carlson, A. S. (1938). Recreation Industry of New Hampshire. Economic Geography, 16.
Information Needs, Information Sources and Information Use. (2005). Information Development, 2.
Prothe, B. J. (1993). Managing for Excellence in the Leisure and Recreation Industry. Management
Research News, 4.
Siân E. Rees, L. D. (2010). The value of marine biodiversity to the leisure and recreation industry and its
application to marine spatial planning. 8.
Siân E. Rees, L. D. (2010). The value of marine biodiversity to the leisure and recreation industry and its
application to marine spatial planning. 8.
Watson, P. D. (2008). Determining Economic Contributions in a Recreational Industry. Journal of Sports
Economics, 21.
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