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1. Introduction: What is Consumer Behaviour?

Consumer behaviour is the study of the process by which people select and purchase a service or a product (Dixit, 2017). 

This consists of a series of actions a buyer takes based on: 

  • personal factors such as their interests, needs, values, logic etc. 

  • interpersonal factors such as culture, social class, and other societal factors etc. 

Businesses predict this process by accounting for common buying behaviours.  

Traditional and digital marketing strategies are formulated based on assumptions about consumer behaviour. 

Understanding consumer behaviour is therefore critical for businesses to understand what factors influence their customers and to tailor their marketing strategies based on what their buyers want. 

Consumer behaviour is linked with decision-making – this  decision-making process is pursued by the consumer to evaluate the different options available and to arrive at a decision to either purchase, re-purchase, or reject a product. 

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                   https://skai.io/blog/customer-behavior-data/ 

The Engel-Kollat-Blackwell (EKB) consumer behaviour model (1968) describes the process that helps to predict what consumers desire. Consumers follow a 5-step pattern when make purchasing decisions: 

  1. Need recognition - starts with a need being triggered;  

  1. Information search - the stage in which the customer (the tourist) starts to look at different sources of information; 

  1. Pre-purchase evaluation - after researching all options available, the customer starts to evaluate by using objective criteria (e.g. price and location of supplier) or subjective criteria (e.g. a perceived status of the product/service); 

  1. Purchase - the stage in which the customer intends to buy the product/service; 

  1. Post-purchase evaluation - after making use of the product/service, the customer weighs the purchase against their expectations. The customer can either be dissatisfied or satisfied. exceeded). 

Πλαίσιο κειμένουA picture containing text, screenshot, font, cartoon Description automatically generatedThese steps were confirmed by Kotler et al. in 2003 customers go through 5 stages of the purchasing decision process when making a purchase decision:


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