BUYER BEHAVIOR AT HEATHROW AIRPORT

Buyer Behavior towards Luxury Product at Heathrow Airport



[Name of the Institute]

Abstract

The study of buying behaviour can be relevant if one ignores the nature of the relationship and the form of trade. Some exchanges are transactional and punctuated in time, while others are more relational and unfold over time. Furthermore, some exchanges are strictly contracting, others are not. Decision making and generally the whole buying process are affected. If companies, for an obvious concern loyalty, tend to move towards a relational marketing, they should also put into perspective an analytical model of consumer behaviour and buyer adapted to the shape of the relationship. This paper aims to find the buying behaviour at the world's busiest airport Heathrow located in UK.

Table of Contents

Introduction1

Context of the Research1

Research Aims1

Research Questions2

Research objectives2

Literature Review2

Discussion3

Perception4

Attitudes6

Conclusion7

Methodology8

Primary Research9

Research Instrument10

Research Technique: Qualitative Or Quantitative10

Sampling11

Data Collection12

Resources12

Nature Of Data12

Inclusion/ Exclusion Criteria13

Ethical Consideration13

Conclusion13

Buyer Behavior towards Luxury Product at Heathrow Airport

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, pp.323 - 346).

Context 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 thebehaviour in buying trends and the issues arising in purchasing luxury products at Healthrow Airports.

Research 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 at the Heathrow airport . Focus of the investigation is an analysis of informal learning processes in behaviour trends of buyer at the airport.

Research Questions

Determine which of the alternative brands create more favorable attitude on the consumer and linked better with the product and its primary benefit?

Describe the phenomena of the luxury markets (variables of interest) and measure the frequency with which they occur?

Identify and determine the cause-effect relationships between variables of interest?

Research objectives

To test the hypotheses formulated after performing an exploratory investigation.

To evaluate and select alternative courses of action.

To establish relationships between variables of interest.

Literature Review

Heathrow Airport (LHR) claims to be the busiest airport in the world and actually the third in the world in terms of passenger traffic (after Jackson ...