Consumer Behavior Name of the University Student Name

Running head: CONSUMER BEHAVIOR
Consumer behavior
Name of the student
Name of the university
Author note

1CONSUMER BEHAVIOR
Table of Contents
Introduction......................................................................................................................................2
Market analysis................................................................................................................................2
Service positioning..........................................................................................................................4
Target market segmentation............................................................................................................4
Recommended target market segment.........................................................................................6
Selected customer persona...........................................................................................................7
Determination of the decision making process................................................................................7
Need recognition..........................................................................................................................7
Information search.......................................................................................................................8
Evaluation of alternatives............................................................................................................8
Choice..........................................................................................................................................8
Post purchase...............................................................................................................................9
Determination of the internal influences.........................................................................................9
Needs and motivation..................................................................................................................9
Attitudes and perception............................................................................................................10
Learning.....................................................................................................................................11
Determination of the external influences.......................................................................................11
Group and interpersonal influences...........................................................................................11
Role of situational influences....................................................................................................12

2CONSUMER BEHAVIOR
Culture and subculture...............................................................................................................13
Recommendations..........................................................................................................................14
Conclusion.....................................................................................................................................15
Reference.......................................................................................................................................16

3CONSUMER BEHAVIOR
Introduction
Tourism in Australia one of their most viable and contributing sectors in the national
gross production. This is mainly due to the broad opportunities for tourism activities across the
country. However, with the increase in the business opportunities in the tourism sector of
Australia, competition is also getting increased by the entry of more number of competitors.
Currently, international tourists consists a significant part of the entire output from the Australian
tourism sector. It is reported that as of 2017, tourism sector of Australia contributed for about 3.2
percent to the gross domestic production and provided more than 4.7 percent of employment in
the country. In terms of business revenue, Australian tourism sector generated $131 billion in
2017-2018 (Tra.gov.au 2019). Among these, the portion of the spending from the international
tourists is $42.5 billion. Hence, tourism sector of Australia is one of their major foreign reserve
generating streams. A huge inflow of more than 8 million international visitors noted in 2017,
which denotes the attractiveness that Australia enjoys in the global scenario. It is estimated that
the increasing trend of the tourists will be continued till 2026 and thus huge opportunity is
waiting for the current players in this sector (Tra.gov.au 2019).
This report will discuss about the key trends and competitors operating in this sector and
positioning of Tourism Australia among them. In addition, the target segments for Tourism
Australia will be identified and the most potential will be selected for further analysis. The
decision making process steps for this segment will be identified along with the internal and
external influences. On the basis of the identified factors, a few recommended steps and
strategies will be suggested.
Market analysis