Consumer Behaviour: Evaluation and Implication in Tourism Industry

CONSUMER
BEHAVIOUR

Executive Summary
Consumers are most important people of company as they are only how make purchase
of products and services in order to satisfied their needs which yield in increasing sales volume.
Trends and several changes in external environment affects customer's decision so marketing
manager play as significance role in influencing them to be part of organization. Thus, the report
has covered information related to evaluation of consumer decision-making and the way
marketing campaign lead in attracting and retaining them in the firm.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1) Evaluation of 5 stage of consumer behaviour model..............................................................3
2) Critical application and evaluation of usefulness of marketing manager in context of new
products and services...................................................................................................................4
3) Implication of consumer behaviours model in context of product and services related to
tourism industry...........................................................................................................................5
4) Evaluation of implementation marketing strategies of company............................................6
5) Marketing strategy...................................................................................................................8
6) Marketing channel .................................................................................................................9
CONCLUSION..............................................................................................................................10

INTRODUCTION
Consumer behaviour is study of the way group of individuals or customers react while
selecting, buying, particular products and services so that their respective wants can be fulfilled.
They are most crucial individuals of company as they are the one that make purchase of products
and services that contribute firm in enjoy revenue and profitability. Marketing campaign of
company helps in generating awareness among people about its services so that they can take
right decision. Tourism and hospitality is the fastest growing industry that has lead in generating
of lot many employment opportunities as well as revenue thereby making better lifestyles of
people. Landmark London is five – star hotel on northern side of central London, England that
focused on providing better services to customers so that their wants can be satisfied and
company can attained its objectives. So, This report has make use of Landmark London in order
to evaluate consumer buying behaviour with relevance to tourism industry. It has critically
evaluation 5 stages consumer behaviours model by Engel, Blackwell and Kollat (1968) in order
to understand consumer buying behaviours in context of marketing campaign.
MAIN BODY
1) Evaluation of 5 stage of consumer behaviour model
Consumers is an individual that make purchase of products or services of company to
satisfied its personal requirements. While consumer behaviours is thinking that individuals have
while selecting specific products and services. Moreover, consumer spend lot of time, efforts in
order to get better products that can helps in satisfying their wants beyond their expectancy.
Engel, Blackwell and Kollat has developed five steps model that explained about the way
consumer take particular decision while making purchasing (Xhema, 2019). Such as:
Problem recognition: The first and foremost steps that helps consumer in taking right decision
is that they face particular problem or issue or have a need which needs to be fulfilled. Thereby
individuals are looking for alternative options that could be used to resolve their issue or satisfied
their needs in better manner. So, companies tries to understand their needs or key problem in
order to find numerous method that could be used in order to meet their expectancy.
Information search: This is second stage of consumer decision process in which individual put
their efforts to gathered necessary information related to various sources available that can
contribute in meeting its needs. Features, price and ease of use are some of the information that
consumer search while taking any decision related to making purchase of services for fulfilment

of its desired (Salem, 2019). Therefore, this is an stage at which it tries to fin information from
different sources about the company that are offering products or services so that they can be
happy and satisfied.
Alternative Evaluation: The third steps that is performed by consumer in case of making
decision is evaluation of alternative options available with an aim to get maximum value at
minimum price. Different individual has different needs and requirements, so they make list of
criteria that could be helpful in meeting their wants. Moreover, there are numerous companies
that are offering wide range of products as well as services to customers thereby they have more
choice to select among.
Purchase: After evaluation of alternative options available customers take right decision to
make purchase of products or services. Thus, it is fourth stage in which consumer finally make
its mind to have products or services of specific organization. Numerous organization put various
efforts like innovative marketing strategies in order to influence customers to be part of them
rather than other company (Hindley and Font, 2017). So, it is stage at which finally the people is
converted into customer of organisation that yield in enhancing overall profitability and sales
volume of company.
Post purchase evaluation: It is the last stage in which customers had products or services of
company so on the basis of services given by company it further takes decision to have its
services only or not. So, they think about what they have actual feel while have its services or it
has given maximum value or not for the money that they have spent. Organization by focusing
on providing after sales services to customers is able to retained its brand image in minds and
hearts of customers.
So, from the above model it can be evaluated that consumer decision-making is a long
process that is undertaken by individual in order to have valuable products or services.
Individuals through following all the procedure and policies are able to purchase right decision
and select organisation.
2) Critical application and evaluation of usefulness of marketing manager in context of new
products and services
Marketing manager is responsible for designing appropriate strategies that could be used
to influences customers to have products and services so that company can enjoy maximum sales
volume and profitability. Such as Landmark London marketing manager has tried to understand

the changing customer behaviour in order to decided specific strategies that can helps in meeting
people requirements. SEO is the recent marketing campaign that has been used by company in
order to attract more customer in the organisation. Company has focused on enhancing its online
visibility so that people can be informed and take right decision to fulfil their needs.