Consumer Behaviour: Study of Buying Decisions and Influencing Factors

Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background and information of the products or services.......................................................1
Analyse current market place.................................................................................................2
Factor influencing consumer behaviour.................................................................................3
Buying decision process.........................................................................................................4
Recommendation....................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer behaviour is considered as a study of people in which analyse that how an
individual customer or group or businesses make decisions about choose, purchase, use as well
as dispose goods and services in order to fulfil their needs and requirements. It is defined as a
consumer actions within the market as well as inherent the motive for those actions. The study
of consumer behaviour is essential for the marketers in order to recognise the buying behaviour
of customers because it not only help in analysing what consumer buy but assist in understanding
why they buy it. For this Malaysia Airlines Berhad is chosen which is commonly known as
Malaysian Airline system. It is an airline operating flights which was commercially flight in
1947 and headquartered at Kuala Lumpur International Airport. Under this report discuss about
the specific product or service, current market position, factors which influences consumer
behaviour as well as buying decision making of consumer.
MAIN BODY
Background and information of the products or services.
Malaysia Airlines Berhad known as a Malaysian airline system which branded as
Malaysia Airlines which is an airline operating flights that was founded in 1947 and
headquartered in Kuala Lumpur international airport, Sepang, Malaysia. As of 2019, the
company has total of 81 active aircraft in their fleet and revenue of $2.1B as well as 7159
employees. Also, the company raised $192.7M totals in their findings and compete with Air-
Asia, THAI, Singapore Airlines etc. The first Malaysian hospitality campaign, Malaysia Airlines
termed as a first taste of hospitality for the travellers. Since then they were seen most significant
improvements in their goods and services which includes the best of Malaysia cuisine, mobile
app and their improved websites along with the self-generated booking experience and the
coquette Golden Lounge with a luxurious Malaysian look and feel (Taufique and Vaithianathan,
2018). At the next level the experience is being extended beyond the flight tickets as they
introduced new app which named MHassistant which offers some additional features. Through
this app guests travelling with MA will be able to download MHvouchers which can be used for
shopping and amazing cuisine.
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