An Analysis of Consumer Behavior for Bon Voyage Travel Agency

This report analyzes consumer behavior in the context of Bon Voyage Travel Agency. It begins by defining consumer behavior and its benefits, such as informing marketing strategies and market segmentation. The report then outlines the consumer buying process, including problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase evaluation. Furthermore, it examines the factors influencing consumer behavior, including economic, social, and technological influences. The report identifies the target users of Bon Voyage, their expectations, and the frequency of their interactions with the company and its competitors. The report concludes by referencing relevant academic sources to support its analysis. This assignment is designed to help students understand how consumer behavior impacts the travel industry and the importance of understanding consumer needs and preferences.

Customer Behavior for Bon Voyage
Travel Agency

Table of Contents
1. Consumer buyer behaviour and its benefits.......................................................................1
2. Application.........................................................................................................................1
REFERENCES................................................................................................................................4

1. Consumer buyer behaviour and its benefits
It is the aggregate of customer's attitude, their point of view, decision while purchasing a
product (Pappas, 2016).
Benefits:
 helps to implement right marketing strategy
 segmentation of market
 Assist to develop new product
 helps to change of direction of packaging.
2. Application
1.Consumer buying process:
 Problem recognition: in this, customer recognize a need o problem
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Illustration 1: Consumer buying process

 Information search: After recognition, customer generate source to collect information
such as personal, public, commercial search .
 Evaluation of alternatives: In this, customer generate substitute of collected information
and consider various point of such as attributes of product, degree of importance, belief in
brand etc (Jacobs, Holland and Prinz, 2018).
 Purchase decision: In this, customer take decision to get services offered by Bon
Voyage Travel agency or not.
 Post purchase evaluation: In this customer take action whether they are satisfied or not
after purchasing the product/service.
2. Influence on consumer buyer behavior
Factors Impact
Economic factor Such that income, distribution of income, competition with
substitutes affect consumer buyer behavior in opposite way
Social factor It includes life-style, personality, education that creates impact
upon consumer buyer behavior (Ramya and Mohamed Ali,
2016).
Technology If Bon Voyage introduce new service with innovative product
then it affect consumer buyer behavior in positive way
Others Government decision, production policies also affect consumer
buyer behavior.
3.
Users of company Young generation people (age from 25-50)
Hope they achieve from
company
Get best tour package
How much they pay It depends upon tour package and Bon Voyage charge nominal
from their customers.
How often they look at Not very much
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other providers
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REFERENCES
Books and Journals
Jacobs, J. A., Holland, C. P. and Prinz, A., 2018, March. Online Consumer Search and Buying
Behaviour: Brand Analysis in the Airline Industry. In International Conference on Tourism
Research (pp. 74-IX). Academic Conferences International Limited.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services. 29. pp.92-103.
Ramya, N. and Mohamed Ali, S. A., 2016. Factors affecting consumer buying
behavior. International journal of applied research.2(10)., pp.76-80.
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