MARKETING AND CONSUMER BEHAVIOR

Running head: MARKETING AND CONSUMER BEHAVIOR
MARKETING AND CONSUMER BEHAVIOR
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1MARKETING AND CONSUMER BEHAVIOR
Student Post
The company Airbnb Inc. provides an online marketplace for the arrangement of
lodging and house rental facilities in the form of homestays for customers all over the world.
The company was founded in the year 2008 and is primarily based in the United States of
America, with its headquarters in California. The services offered by the company to its
customers includes “bed and breakfast” facilities for travelers and tourists. The company
conducts its business operations in almost 65,000 cities across 191 countries (Airbnb.co.in,
2020). The company also has a positive brand identity and image in the tourism and
hospitality industry owing to the efficiency of the marketing strategies adopted by them.
The targeted customers of the company include individuals ranging from students,
employees, travelers and professionals who look for cheap yet good quality of lodging
services for their travels. The services provided by the company are accessible by consumers
belonging from low and middle-income groups. In order to reach out to these customers
effectively, the company has adopted advertisement strategies that bring out the best features
of their services. The company has primarily focused on the formation of a strong community
among the consumers through innovative campaigns. One such campaign includes the
‘#OneLessStranger’ campaign, which had been marketed using social media such as
YouTube (O’Regan & Choe, 2017).
The campaign of ‘#OneLessStranger’ received a positive response from the targeted
customers due to its emotional appeal of extending hospitality to a stranger. However, the
company still has a potential of growth and development through the adoption of marketing
strategies that appeal to the interests of a larger customer base. The limited scope of the
business operations of the company could also be diversified in order to gain a competitive
advantage in the tourism and hospitality industry.