Backpacking in New Zealand (Assessment 2)

Running head: MARKETING
Backpacking in New Zealand (Assessment 2)
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Name of the university:
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1
MARKETING
Table of contents
Task 1.........................................................................................................................................2
Task 2.........................................................................................................................................2
Task 3.........................................................................................................................................3
Task 4.........................................................................................................................................4
References..................................................................................................................................6

2
MARKETING
Task 1
The first time zone of the buyer decision process is customer behaviour. The initial
stages of purchase consists of searching for the required product, which results in the
formation of different perceptions. The buyer decision making process starts with the
realization of an unmet need. Viio and Grönroos, (2016), opines that the typical component
of this step is the cost benefit risk analysis, which helps the customers in mapping the risks,
which might act as an obstacle in the process of making the purchase, like investing in the
services of “hop-on and hop-off” in the Kiwi experience. Identification of the gaps in
marketing the services for the coach operators adds an interrogative parameter to the future
prospect of the hop-on and hop off services in case of the backpackers. In this, Manova and
Yu (2017) highlights the different time constraints for the backpackers aggravates the
complexities in undertaking the decisions.
This is followed by the process of information search, which enhances the knowledge
about the bus services. Upon logging into the website of the Kiwi experience, the
backpackers would get to know about the different services, which they can avail. Flexibility
in the services adversely influences the purchasing decision of the clients and the customers,
that is, the backpackers. This flexibility, in turn, is assistance in terms of evaluating the other
modes of transport, which would be a prospective one for fulfilling their needs. Mention can
be made of the options provided in the pass for the bus services with all the details, easing the
decision making process. Typical example of this is the validity, informing the clients about
the expiry dates of the bus services. As per the opinions of Guinot, Evans and Badar, (2016),
this is something, which is beyond the expectations of the customers in terms of the benefits,
they can achieve by investing in the services.