CONSUMER BEHAVIOUR AT UK AIRPORTS

Consumer Behaviour at UK Airports



Consumer Behaviour at UK Airports

The report considered at carrying out a research report on how consumer behaviour affected in two different airports which we have selected. Heathrow Airport and Gatwick Airport have come head to avoid when it comes to passenger count. Heathrow is still run by government while Gatwick Airport managed privately. There is a healthy rivalry seen between the two, as both are trying to encourage more and more passengers and thus are offering many facilities to passengers.

Buyer Behaviour

Buyer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product service is often of considerable interest to the marketer, because this may determine how a product is better positioned or how we can promote increased consumption. Since many environmental problems result from product arrangement (e.g., motor oil sent into sewage systems to prevent the recycling fee, or refuse piling up at landfills) this is also an area of interest. The impact of buyer behaviour on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy (Baker, 2002).

Features of Buyer Behaviour

Loyalty is the tendency for (some) buyers to stick to the same products. With this as a key effect, deterministic, continuous-time models will be systems of ordinary differential equations; the stronger the loyalty, the slower the changes in numbers of people buying particular products. For discrete-time models, the degree of loyalty corresponds to the size of diagonal elements in a transition matrix. On the other hand, with no loyalty (or influence of other people) whatsoever, market share — or chance of someone making a particular purchase — has no dynamic behaviour and would instead depend only upon what is currently on the supermarket shelves. Another aspect of loyalty, not allowed for in our models so far, would be a memory effect, to represent people returning to products they had previously used, after trying something new they then didn't like. This could be taken into account perhaps by using recurrence relations or differential equations of higher than first order (or even employing delay-differential equations).

Sociology

Sociology in this context concerned with how one person's buying influenced by that of others. Passengers travelling within the country will have different buying approach as compared to those coming from others countries. Non-UK customers will do trendier shopping while local will more focus on buying snacks or drinks. With some sort of tendency of people to buy the same brands, there is a possibility of 'lock-in', with one product dominating the market, even if its competitors have more or less identical 'qualities' (including price). This effect and its opposite, people wanting to be different, are easily modelled by ODE and discrete-time models (DeBruicker, 1979).

Psychology

Psychology covers what, and how, aspects of the actual items on the shelves influence people to make their choices, possibly buying something different from ...