Category | Essay | Subject | Business & Tourism Management |
---|---|---|---|
University | Canterbury Christ Church University | Module Title | U14886 Understanding Customers |
Programme: | Business & Tourism Management |
Assignment Word Count: | 750 Words or equivalent Reflective Writing |
A customer is anyone who buys goods or services from a business, whether it’s an individual or an organization (Szmigin & Piacentini, 2018). When it comes to buying behavior, some people tend to try different products or brands just for variety, not because they’re unhappy with what they have. This is known as variety-seeking buying behavior.
On the other hand, complex buying behavior happens when people are very particular about their choices, see a lot of differences between brands, and spend a lot of time researching before buying. This can lead to dissonance-reducing buying behavior, where customers are deeply involved in the decision-making process but don’t see much difference between options, which can cause them to feel uncertain or regretful after the purchase (Longmire, 2022).
In this essay, I’ll share my personal experiences with these two types of buying behaviors in the tourism industry, compare them, and analyze how they shape consumer decisions.
Introduction
First Section: Reflection on Personal Experience
Variety-seeking Buying Behaviour
Complex Buying Behaviour
Second Section: Evaluation and Analysis
Comparison of the Two Buying Behaviours
Evaluation of Experiences
Conclusion
References
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