HEATHROW AIRPORT

Customer buying behaviour regarding luxury goods at Heathrow Airport

By

ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my dissertation committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.



TABLE OF CONTENTS

ACKNOWLEDGEMENTii

CHAPTER 1: INTRODUCTION1

1.1Context of the Research1

1.2Research Aims1

1.3Research Questions2

1.4Research objectives2

1.5Research Hypothesis2

CHAPTER 2: LITERATURE REVIEW3

2.1 Brand3

2.2 Luxury Definition3

2.3 Consumer Behaviour in United Kingdom4

2.4 Heathrow Airport6

2.4.1Consumer Behaviour and Luxury Brands7

CHAPTER 3: METHODOLOGY9

3.1 Research Method9

3.2 Survey Questionnaire10

3.3Design and Application of Questionnaires10

3.4Research Approach11

3.5 Data Analysis11

CHAPTER 4: FINDINGS AND DISCUSSION12

4.1Findings (data report)12

Analysis of Questionnaire12

Sample Size12

Question 01:12

Question 02:13

Question 03:14

Question 04:14

Question 05:15

Question 06:16

Question 07:17

Question 08:17

4.2Discussion (data analysis)18

4.2.1Consumer Behaviour at Heathrow Airport19

4.2.1Intrinsic Variables21

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS24

5.1 Conclusion24

5.2Recommendation24

References26

Appendix28

CHAPTER 1: INTRODUCTION

This paper is based on the theme of buyer behaviour. Buyers have always been and will remain an integral part of marketing and advertising campaigns. Companies have always focused their strategies to attract customers much as possible. In fact, the success of a company can be measured by the number of loyal consumers. This article discusses buyer behaviour at the Heathrow airport. Behaviour occurs for either the individual or group setting (e.g., friends influence what kinds of clothes used by one person) or organization (the people at work making decisions on products the company to use). It is historical fact that consumers are the backbone of a nation's economy, thus the study of consumer behaviour has gained impetus in contemporary times (Atkin & Burke, 2008, p.323 - 346).

1.1Context of the Research

The context of this research is to explore the buying pattern of the buyer at the Heathrow Airport. The internet and globalization have also played their part in shaping the buyers' opinion and different trends in their behaviours when it comes to purchasing an item, ranging from jewellery to clothing. This study aims to explore the behaviour in buying trends and the issues arising in purchasing luxury products at Heathrow Airports.

1.2Research Aims

The aim of the research is the development of quality criteria for information, communication, and advisory services for the buyer behaviour towards luxury products ...