4 Pages
1025 Words
Introduction to customer behaviour
Identifying clients and their purchasing habits is critical for success in business and marketing. A client is a person or organisation that buys goods or services from a business. Complex buying behaviour and habitual buying behaviour are two key categories of buying behaviour in the variegated terrain of buying behaviour. Complex purchasing behaviour refers to a situation in which customers actively participate in choosing products by carefully examining and weighing their options. On the other side, customers' habitual purchasing behaviour happens when they make routine purchases out of habit and convenience without giving it any thought. Knowing different types of purchase behaviour allows businesses to modify their marketing strategies to successfully engage customers and meet their needs and pReferences.
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The first section
In my individual experiences as a client in the tourism business, I have witnessed cases that compare to both complex and regular buying behaviour.
a. Complex Buying Behavior
My decision to plan a journey to visit the historic sites of the United Kingdom is one instance of sophisticated purchasing behaviour that stands out in my memory from my travels. As a history enthusiast, I played a significant role in the decision-making process. I spent hours evaluating pricing, itinerary, and user reviews for several tour options. After careful consideration, I chose a tour company that provided a guided tour with specialists, skip-the-line access, and a well-rounded agenda. The study process enabled me to make an educated selection, which resulted in a fulfilling and unforgettable stay in the UK.
b. Habitual Buying Behavior
On the other hand, my regular travels to a beach resort in a tropical region are an illustration of habitual purchasing behaviour in my tourism experiences. I've acquired a sense of confidence and familiarity with this particular resort throughout the years. I take confidence in knowing the layout, amenities, and level of care provided. Due to the simplicity and promise of a nice experience, I automatically lean towards arranging a stay at this resort whenever I plan a beach holiday. The familiarity and happy memories associated with prior visits support my decision to choose this resort over others.
The second section
I can pinpoint significant distinctions between the two after evaluating and analysing my experiences with complex buying behaviour and habitual buying behaviour in the travel and tourism sector.
a. Differences between Complex and Habitual Buying Behavior
Complex purchasing conduct necessitates a more broad and more involved decision-making process than regular purchasing behaviour. In the event of sophisticated purchasing behaviour, I spent considerable time and effort studying and assessing numerous solutions. The decision was motivated by a desire for a customised experience that matched my preferences and interests. Habitual purchasing behaviour was based on familiarity and previous favourable experiences, resulting in a faster decision-making process with less examination or analysis of alternatives (Kotler et al., 2019). Another distinguishing feature is the level of participation and emotional investment. As a result of the research and evaluation process, complex purchasing behaviour provides a sense of excitement and anticipation. Because of the investment of time and effort, the satisfaction obtained from the final choice is frequently higher (Puzzolo et al., 2019). In contrast, habitual purchasing activity provides a sense of security and predictability. Satisfaction is derived from the certainty of a well-known and dependable product or service.
b. Evaluation of Experiences
I discovered that sophisticated purchasing behaviour overall resulted in a more satisfying and richer experience when I compared the two experiences. Personalization and customization connected with sophisticated purchasing behaviour contributed to a greater sense of satisfaction and fulfilment (Jain and Sundström, 2021). On the other side, while habitual purchasing behaviour is handy and predictable, it can lead to complacency and missed possibilities for investigation (Fletcher et al., 2018). The familiarity of the chosen goods or service brought some comfort, but it lacked the excitement and discovery associated with sophisticated purchasing behaviour.
Conclusion
In conclusion, firms must comprehend their customers' purchasing patterns to effectively meet their wants and preferences. Complex purchasing behaviour necessitates thorough investigation and evaluation, resulting in a customised and rewarding experience. Habitual purchasing behaviour, on the other hand, is based on familiarity and previous pleasant experiences, resulting in handy but potentially overlooked possibilities for exploration. In the tourism business, I've seen both sorts of buying behaviour, and I feel that complicated buying behaviour delivers a more gratifying and enriching experience overall. Businesses can alter their marketing strategy to engage customers and provide outstanding experiences by recognising these varied habits.
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Reference
Fletcher, J., Fyall, A., Gilbert, D. and Wanhill, S. (2018) Tourism: Principles and practice. 6th ed. Harlow: Pearson.
Jain, S. and Sundström, M., 2021. Toward a conceptualization of personalized services in apparel e-commerce fulfilment. Research Journal of Textile and Apparel, 25(4), pp.414-430.
Kotler, P., Armstrong, G., Harris, L.C. and He, H. (2019) Principles of marketing. 8th European ed. Harlow: Pearson.
Puzzolo, E., Zerriffi, H., Carter, E., Clemens, H., Stokes, H., Jagger, P., Rosenthal, J. and Petach, H., 2019. Supply considerations for scaling up clean cooking fuels for household energy in low?and middle?income countries. GeoHealth, 3(12), pp.370-390.
