Consumer Behaviour and Insight

Rehman Travels
Presented by: Abdul Hadi Ahmed
Introduction

The satisfaction of consumers is the secret to increasing their income. I

have chosen “Rehman Travels” in this assignment. In running a tourism
company, business owners must emphasize the essential factors to
determine the impact on customers' decisions. The assessment of these
variables is highly important for the tourism business's successful activity.
Company and its product
Rahman Holidays is a tour company of the Rahman Group of Companies
that provides Pakistani tours and tours in Pakistan. The product that I
have chosen from this company is their tourism services.
 Pakistani travel packages range from northern region tour packages,

summer tour packages to winter tour packages and also including city
tours and historical tours in the region, and Pakistan tours and packages
offered by Rahman Tours range from weekend trips to honeymoon trips to
the more rugged adventures Tours as well as tours in Pakistan.
Decision-making process
 Customer behaviour is considered as highly significant in the tourism
industry to decide whether and how tourists have an interest in choosing a
certain place for their tourism and whether a visitor's thought process
encourages him to pick and purchase a visitor package depending on his
desire (Crouch, 2004).
 When potential customers retrieve and contrast the relevant data they
need according to their requirement's entire method is called the
decision-making process of customers.
Importance of understanding consumer decision making for
marketers
 A qualified marketer and his accomplishment in the tourism organization
is based on his comprehension of the most important factors which have a
very efficacious influence on consumer behaviour. The psychoanalysis of
consumers is an important topic.
 A tourist would usually choose based on the information available he has
about a specific tourist destination. Thus, if a marketer can assist the
person in analyzing the information and making a decision in favour of the
marketer’s intention, after that his career can be seen as prosperous.
Some socioeconomic forces are also present.
Evaluation of the impactful factors of the transitional trends of th
behavior of the tourists
 Tools for Transaction
Besides, he can pay for his expenses with the credit card. Likewise,
everyone around the globe has now, through the Internet, become a
world citizen.
 Financial choices
An individual can get a loan to schedule his trip from a financial
services firm. Like before to schedule an easy tour for him, he does
not have to rely entirely on his earnings (MacLean, 2010).
 Cultural obstacles overcoming
When selecting the location, anyone will now gain awareness of
cultural aspects and rich heritage. The Internet has allowed a person
to successfully transcend obstacles to multiculturalism and
communication gaps.
Significant steps of the path of
consumers’ decisions
 First of all, if the consumer can recognize his needs in dealing with a
particular question, some additional details may be necessary to fill out
his knowledge (Crouch, 2004).
 Furthermore, when customers select to consider their choices and assess
the possible drawbacks of their choice, they must be encouraged so that
they do not reconsider it subsequently.
 Thirdly, there may be uncertainty between customers when determining
the choices open to him to make the right decision (MacLean, 2010).
 Fourthly, after all the previous steps have been taken, the consumers
decide to buy.
 Finally, after the buying of a particular service is over, advertisers need
to help customers reach the customer by delivering the appropriate tools
to distribute positive feedback and to make a suggestion to those that are
also essential for the potential buyers
Figure 1: Stages of Consumers’ Decision making Process (MacLean, 2010).
 
Difference between b2b and b2c decision making process

Figure 2: B2C vs. B2B Marketing in Hospitality Industries (Chaudhary, 2010).

State the psychological and behavioural theories

The theory of planned behaviour

 The TPB model to the field of tourism, more specifically to the spare time
activities of the individuals.
 The study showed that the behavioural, normative, and control beliefs
constitute the foundations for views, subjective norms and perceived
behaviour control.
 Correlations between individual beliefs and activity have indeed proved to
be weak, but in most cases statistically significant.
 An analysis of the responses showed that respondents participate in
recreational activities, especially when they expect certain benefits from
being supported by friends and family.
Conclusion

 Tourism organizations have been harder in recent years to grow and

maintain a sustainable position in the competitive market of today.
Throughout the area of tourism industry developments, the growth of new
technologies, and the use of digital resources to gather insights on tourism
industries have created tremendous changes. The consumer trends and
widespread choices are now selected through online reviews and opinions.
Such tourism firms should strive to be aware of the customer's
expectations and evaluate their purchasing habits to readily understand
the tourism patterns in the business world and tap at consumer analysis
by performing efficient market research.
References

 Bhatt, H., 2006. Hospitality Marketing. New Delhi: Crescent Pub. Corp.
 Chen, J., 2012. Advances In Hospitality And Leisure. Bingley: Emerald.
 Chaudhary, M., 2010. Tourism Marketing. New Delhi: Oxford University
Press.
 Craig-Lees, M., Joy, S. and Browne, B., 2005. Consumer Behaviour.
Brisbane: Wiley.
 Crouch, G., 2004. Consumer Psychology Of Tourism, Hospitality And
Leisure. Wallingford, Oxfordshire: CABI Pub.
 King, C., Shoemaker, S., Kandampully, J., Lovelock, C., and Kotler, P.,
2009. Hospitality Marketing. Sydney, NSW: Pearson/Custom Pub.
 MacLean, M., 2010. Sustainable Hospitality And Tourism Management .
 Murphy, L., Benckendorff, P., and Moscardo, G. ,2007. Linking Travel
Motivation, Tourist SelfImage and Destination Brand Personality. Journal
of Travel & Tourism Marketing, 22(2), 45- 58.