Consumer Behaviour

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TITLE

Select ONE mass media advertisement of your choice which clearly illustrates how EACH of the following variables;

a) Any TWO external environmental variables influencing customer behaviour, and b) Any TWO internal determinants of consumer behaviour

typically influence customer purchasing decision process for the product or service in question and explain also how the company is addressing these environmental variables and individual determinants of customer behaviour in the advertisement.

SUMMARY

Travel has become a social value in Germany, as much as patriotism or religion, are in other European countries. Influences on German travel consumer behaviour include increasing importance of the 45 + age group, the interest in fitness and wellness, the economic downturn, the fall of the stock markets, the price increase for aviation fuel. More people want relaxation when on vacation. Cruise holidays are becoming more in vogue because of this. With a cruise you can dine, dream and dance as you sail from one foreign destination to the other. Cruises are popular with first time cruisers, young singles, old and young loving the party atmosphere. If one is travelling with kids, you can be sure to give your kids a fun holiday with all kind of games, talent shows parties, movies, crafts, arts and a world of fun under the sun. Enjoyment and well-being are among the most important holiday expectations for Germans.

TERMS OF REFERENCE

This report highlights how environmental variables and individual determinants of consumer behaviour influence the consumer purchasing behaviour in Germany. According to the United Nations Commission on Sustainable Development (CSD), the tourism industry is one of the fastest growing sectors in the global economy with important impacts on the economic, social, cultural and environmental development of many countries and therefore plays a significant role for sustainable development. For the purpose of this report, we will analyse lifestyles and social class as the external variables influencing customer behaviour, while, motivation and age groups as internal determinants.

INTRODUCTION

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Air Maritime is a company based in Germany, which specialises in the selling of holiday cruises. Air Maritime has been established for more than twenty-five years and organises both river and sea cruises. As part of the FTI GmbH International group, Air Maritime is mostly renowned in offering luxurious cruises in the Mediterranean and Caribbean Sea as well as in the Atlantic Ocean. Reference is made to the company brochure (appendix one). This brochure is published once a year and is distributed throughout different travel agencies in Germany.

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FINDINGS

Holiday cruises are a key market segment. With cruises, travel agents get commissions on the entire cruise. What is interesting for travel agents is the rapid growth and expansion of this sector. The growth of the cruise industry has been of titanic proportions.

Sales in Germany for ocean-going cruises reached 1.14 billion Euros in 2004. According to “The German Cruise Market 2004”, the annual study of the German Travel Agencies and Tour Operators Association (DRV), increased by 6.3% compared to 2003. The total number of passengers was 583,043, plus 8.5%. The average voyage lasted 9.8 days, the average price per cruise dropped by 2.1% to 1,955 Euro. The market share of German cruise companies was 66.4%. 32% of all voyages took place overseas (mostly Caribbean and South America), the share of European routes dropped from 75.7% in 2003 to 68% in 2004. 59% of cruise retailers reported more customers than 2003, 28% less, 13% no change in numbers. For the running year a plus in passenger numbers is expected by three quarters of those surveyed, while 86%...
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