S120 MKT201 Consumer Behaviour

Case resources and academic research
For your research and discussion, focus on recent resources from credible organisations (e.g. market research, industry bodies) for tasks 1 and 2, and recent relevant academic journal articles (at least 10) for questions 3 to S. Conduct your research for academic journal articles via the library catalogue, library databases, and/or Google Scholar. Focus on quality and relevance when selecting sources for your report. News or general websites should not be used for this assignment.
Background on the Chinese consumer market https://www.mckinsey.com/industriestretailiour-insights/here-comes-the-modern-chinese-consumer https://www.nielsen.comknien/insights/news/2018/nielsen-report-ten-trends-of-chinas-consumer-market-in-2018.html
Reports on the Chinese outbound tourist market https://www.mckinsey.com/industriesitravel-transoort-and-logisticsiour-insights/huanying-to-the-new-chinese-traveler (page contains link to the report)
https://www.nielsen.com/contentidaminielsenglobalicnidocs/Outbound%20Chinese%20Tourism% 20and%20Consumption%20Trends.pdf
Research and data on visitors to Australia http://www.tourism.australia.com/ (especially Market & Stats section) https://www.tra.gov.au/ (especially Data & Research section)

  1. How do groups and interpersonal influences affect Chinese tourists’ travel decisions? (approx. 500 words) Research and discuss aspects that are related to two of the following content areas discussed in the chapter on Group and Interpersonal Influences (week 7). Choose 2 only! Reference groups and influences Influences through social media – Word-of-mouth influences Household decision making
  2. How do situational factors influence Chinese tourists’ travel decisions? (approx. 500 words) Research and discuss aspects that are related to following content areas discussed in the chapter on Consumers in Situations (week 8).
  • Time aspects and (un)planned behaviour – Antecedent conditions
  1. How do Chinese tourists make their travel decisions when planning a holiday to Australia? (approx. 600 words) Research and discuss aspects that are related to the consumer decision-making process as discussed in the two Decision Making chapters (week 9 and 10) and relevant to a specific travel consumer segment. Please note, you do not need to discuss postchoice evaluation! Focus your research and discussion on one of the following segments. group travel, independent travellers, or backpackers. In your discussion, you should address their needs, where they search, what kind of information they use, and how they evaluate and select travel products. Refer back to your discussion and findings of the previous questions as appropriate.
    Relevant textbook chapters: (please note, different textbook editions differ in chapter numbering; listed below is the relevant teaching week and chapter title) Week 7: Group and Interpersonal Influences Week 8: Consumers in Situations Week 9: Decision Making 1: Need Recognition and Search Week 10: Decision Making 2: Alternative Evaluation and Choice

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