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ROTUGAL, AVEGAEL T.

BSTM A2-2AM
THC 7 – TOURISM MARKETING ACTIVITY #03

CONSUMER BUYING BEHAVIOR

According to Consumer Behavior: How People Make Buying Decisions”, chapter


3 from the book Marketing Principles, Consumer behavior looks at the many reasons
why people buy things and later dispose of them. Consumers go through distinct buying
phases when they purchases products: (1) realizing the need or want something, (2)
searching for information about the item, (3) evaluating different products, (4) choosing
a product and purchasing it, (5) using and evaluating the product after the purchase,
and (6) disposing of the product. A consumer’s level of involvement is how interested he
or she is in buying and consuming a product. Low-involvement products are usually
inexpensive and pose a low risk to the buyer if she makes a mistake by purchasing
them. High-involvement products carry a high risk to the buyer if they fail, are complex,
or have high price tags. Limited-involvement products fall somewhere in between.

During Christmas vacation, my Aunt goes to Davao together with her children, she
chose this place because it is her province and one of their family tradition is to
celebrate their family reunion during Noche Buena, it is one of their way to express their
gratitude to God and also welcome the birth of our Jesus Christ.

Planning this vacation, she decided to took a by air transportation going to Davao and
booked a flight early during the month of July to save expenses and took a by land
transportation going home in Manila after a (3) three weeks’ vacation.

Within (3) three weeks, they visited her mother’s house in Calinan, Davao City;
celebrated Kahayag Festival in Carmen, Davao del Norte; continued celebrating
Christmas in Mabini, Compostella Valley; went to Barobo, Surigao del Sur; visited
Baobao Eco-Tourism Park at Lianga, Surigao del Sur; Alameda Farms at San Agustin,
Surigao del Sur; and lastly visited the famous Crocodile Park at Davao del Sur.
Going to a vacation outside Manila isn’t inexpensive but considering what we needed
may help us save and lessen our expenses. My Aunt told me that she only purchased
products that she knew her children needed just like a t-shirt for souvenirs, a fresh milk
as substitute for soft drinks, she also bought my Mom a chopping board as a souvenir.
Also, they will not be able to enter those places that I mentioned above if they didn’t pay
their entrance fees, to lessen their payments they chose places that is cheap but worth
of paying for, they chose these places because they knew that their children would
enjoy staying there. Overall, she considers purchasing items that she and her children
needed and what makes her children happy and enjoy their Christmas vacation outside
Manila.

It is important for us to understand the consumer’s buying behavior because it is the key
to a successful marketing campaign. Marketing to an audience that we don’t truly
understand will not get us very far, the only way to reach and connect with them, the
only way to influence their purchasing decision is to understand their buying behavior.