Marketing Report: Consumer Behaviour and Buying Decision Analysis

This report examines how consumer behavior influences buying decisions, using Phuket's international destination marketing as a case study. It explores the triggers that attract tourists, the success of marketing efforts, and the buyer's journey from a South African consumer's perspective. The report analyzes how factors like media influence, cultural characteristics, online travel agencies, and personal preferences shape the decision-making process. It also considers the impact of cultural differences, such as time zones and food preferences, on the consumer experience. The report evaluates the effectiveness of marketing strategies and identifies areas for improvement, such as language barriers and animal welfare concerns. References to relevant academic sources support the analysis. The report provides valuable insights into consumer behavior and its implications for marketing and sales practices.

How consumer behaviour influences buying decisions
How consumer behaviour influences buying decisions
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How consumer behaviour influences buying decisions
The triggers of destination
The triggers which influence the international destination marketing of Phuket are: it’s
magnificent sea-beaches surrounding the island; the second trigger can be considered the
most beautiful sunsets in Laem Phromthep Viewpoint; The third trigger is the influence of
Chinese culture in the architecture which attracts 37% of the Chinese tourists along with
Asians and Europeans (Guo, 2013).
Reviewing the success
The research has identified that Phuket alone has acquired 8.4 million visitors of the country
in 2007, indicating an 800% increase from 2007 (Limited, 2019). This record signifies the
success of destination marketing of Phuket. Earlier it was an isolated land which has gone
through much infrastructural transformations and development for the tourists. The airport of
Phuket offers international flights. It also indicates the success of the marketing efforts of this
destination as an international tourist spot. In 2005, Phuket has ranked among Top 5 Tourist
Destination of Forbes magazine (Forbes Travel Guide, 2019).
Buyers’ journey
Being a South-African consumer, the author is triggered by his subconscious impressions on
Phuket influenced by media advertisements (Bommel et al. 2014). he collects reviews on the
brand and destination spot from his friends, families and online community member in
Facebook and other social media (Mariani et al. 2016). The accumulated impression from
media advertisements by World expeditions.com and collected suggestions triggered the low
cost of the journey. The cultural characteristic of the author influences his buying process
(Guo, 2013). Being a native of South-Africa, he prefers to stay in economy hotels instead of
booking luxury hotels. The online travel agency, World expeditions.com successfully met the
needs of the author. For a south-African, acceptance of the global product is difficult. As the
consumer is tech-savvy, the travel agency approached him for online ticket booking through
online transactions. . He liked the water sport package provided by the travel agency instantly
as he is acquainted with water sport in his native land. The decision of the consumer is
moment-based (Scott et al. 2017). In the way of the consumer decision process, the
consumers' desire and context may influence or change his buying decisions which are
effectively managed by the travel agency brand.
Cultural difference
The six hours' time difference from South Africa to Phuket and the heat of the weather affect
the buying process. The crowd of the mob in Phuket dissatisfies the native South African.
The home country of the author is a meat consuming nation whereas the meat consumption in
Thai dishes is moderate. He gets similarity in traveling vehicle in Phuket as they prefer the
bus, rather than riding train which is one of the trigger points.
Evaluation of marketing strategies
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How consumer behaviour influences buying decisions
According to the author, the marketing strategy of the destination is not successful because he
has to face difficulty in language. He did not find any native speaker or interpreter in
Thailand though there was regional dialect like Chinese. He dislikes the animal abuse in
Phuket as he is akin to nature and animals.
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How consumer behaviour influences buying decisions
References
Forbes Travel Guide. (2019). Bangkok Luxury Hotels - Forbes Travel Guide. [online]
Available at: https://www.forbestravelguide.com/destinations/bangkok-thailand#! [Accessed
18 Sep. 2019].
Guo, X., 2013. Living in a global world: Influence of consumer global orientation on
attitudes toward global brands from developed versus emerging countries. Journal of
International Marketing, 21(1), pp.1-22.
Limited, B. (2019). CBRE tracks Phuket's evolution as a top destination. [online]
https://www.bangkokpost.com. Available at:
https://www.bangkokpost.com/business/1517770/CBRE-tracks-Phukets-evolution-as-a-top-
destination [Accessed 18 Sep. 2019].
Mariani, M.M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
Management, 54, pp.321-343.
Scott, P., Scott, T., Stokes, P., Moore, N., Smith, S., Rowland, C. and Ward, T., 2017. The
consumer journey in the digital age: the challenges faced by destination and place marketing
agencies.
Van Bommel, E., Edelman, D. and Ungerman, K., 2014. Digitizing the consumer decision
journey. McKinsey Quarterly, (June).
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