Consumer Behavior
2.4 Consumer Behaviour & Holidays
In this task you consider how consumers approach buying a holiday. You look at some of the theoretical approaches in this area and apply them to the purchase of holidays. Learning Objectives
The project will help you:
* To recognise the concept of the business organisation operating within the parameters of a changing external environment. * To describe a range of theories related to consumer buyer behaviour and their role in analysing markets * To appraise your own and others’ motivation in the light of a range of theoretical perspectives of how people behave in groups and organisations
The Task
Read the case study and answer the questions set at the end.
Resources
You have the following help available:
* Lecture slides and your notes from the consumer behaviour lecture in Phase 2 Week 3. * The chapter on consumer behaviour in the textbook * The additional notes provided with this case * Lecture slides on referencing * Material on referencing in the Referencing folder on BREO. * Feedback on how you tackled the Silverjet case study
What We Are Looking For
The best assignments will demonstrate:
* An ability to go beyond simply re-stating what is presented in the case. In particular avoid repeating at length the individual cases set out in the case. * A good understanding of consumer behaviour theory, as presented in the textbook. * A careful reading and understanding of the case study provided * The application of theory (likely to include the FCB grid) to the case. * Accurate and complete referencing. There is no need to reference material presented in the case but the additional notes on the FCB grid should be referenced. * An ability to analyse how consumers buy holidays. Analysis means to use theory to help you explain why something happens as it does. * Clear logical expression. * Answers directly addressing each of
In this task you consider how consumers approach buying a holiday. You look at some of the theoretical approaches in this area and apply them to the purchase of holidays. Learning Objectives
The project will help you:
* To recognise the concept of the business organisation operating within the parameters of a changing external environment. * To describe a range of theories related to consumer buyer behaviour and their role in analysing markets * To appraise your own and others’ motivation in the light of a range of theoretical perspectives of how people behave in groups and organisations
The Task
Read the case study and answer the questions set at the end.
Resources
You have the following help available:
* Lecture slides and your notes from the consumer behaviour lecture in Phase 2 Week 3. * The chapter on consumer behaviour in the textbook * The additional notes provided with this case * Lecture slides on referencing * Material on referencing in the Referencing folder on BREO. * Feedback on how you tackled the Silverjet case study
What We Are Looking For
The best assignments will demonstrate:
* An ability to go beyond simply re-stating what is presented in the case. In particular avoid repeating at length the individual cases set out in the case. * A good understanding of consumer behaviour theory, as presented in the textbook. * A careful reading and understanding of the case study provided * The application of theory (likely to include the FCB grid) to the case. * Accurate and complete referencing. There is no need to reference material presented in the case but the additional notes on the FCB grid should be referenced. * An ability to analyse how consumers buy holidays. Analysis means to use theory to help you explain why something happens as it does. * Clear logical expression. * Answers directly addressing each of