Understanding Customers: Contemporary Perspectives, Decision-Making, Perceptual Processes, and Future Trends

UNDERSTANDING
CUSTOMERS

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Contemporary perspectives on consumption...............................................................................3
Individual Decision-Making and Involvement............................................................................4
Importance of perceptual processes in understanding individual consumers..............................4
Consumers in society (groups and social processes)...................................................................5
Future trends in consumer behaviour...........................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
Consumer behaviour refers to the study in which the individual customers, groups and
organizations with all the activities related to purchase, use, disposal of goods and service. It
helps in distinguishing to whom to target, how to target, when to reach, and what message will
be given in approaching towards the targets' audience. The behaviour of consumer is
multidimensional which is caused by the following ways' psychology, sociology, social
psychology, cultural anthropology. It is based upon the consumer's emotions, attitudes and
preferences which affect buying behaviour (Thøgersen, 2021)
This report will discuss the modern perspectives over consumption along with mention
the individual decision-making and involvement of customers into contemporary perception in
tourism sector. Apart from this, the study will also illustrate the importance of perceptual
processes in order to understand the general behaviour of the consumers specifically in business
management and tourism industry. Furthermore, it will also discuss the consumers' behaviour in
the society and future trends in consumer behaviour.
MAIN BODY
Contemporary perspectives on consumption
According to the contemporary perspectives over consumptions, the modern change has
take place after the introduction of the pandemic which has made drastic impact.
 Choosing a close destination : After the pandemic peoples are more aware about
travelling across, and more focused in following useful safety measures. Peoples choices
have become changed, and few of them prefer to go outside to their nearest destination.
They chose budget friendly destinations which follows the strict guidelines (Opute, Irene
and Iwu, 2020)
 Fear of travelling in groups : After the crisis people are feared of travelling in groups,
and they choose to travel individually with freedom. Group travels can also cause the
chances of risk. The group travelling creates a diverse effect on the tourism sector.
 Purchasing power of the peoples : After economic crisis, people adopt the various
methods like savings, spending money to the right place only, changing the travelling
strategies. Their purchasing power has decreased due to the economy crisis, they are
conscious about making investment only at the right place only.