4.
Consumer Behaviour

You are to prepare a Research Paper of between 2,000 and 2,500 words in length discussing one of your consumer experiences in terms ofthe
literature in the field.

Yourtext definesthe field of Consumer Behaviour as the study ofthe processes involved when individuals or

groups select, purchase, use or dispose of products, services, ideas or experiencesto satisfy needs and desires (Solomon, et. al., 2013,

p. 3). In developing this field researchers and others have developed a range of conceptual modelsthat help to better understand consumers
and their actions in our market economy. This assignment provides an opportunityto relate those modelsto your own experiences. In so
doing you will be able to demonstrate both an understanding ofthe primary ideas and modelsthat underpin the subject, and to show how these
can be used to understand and/or explain particular circumstances.

Using a recent personal consumption experience related to Tourism,

Hospitality or Leisure,write a critical report outlining the waythat consumer behaviour models and ideas, outlined in the literature, can

be used to better understand what happened and why. It is recommended that you choose an experience that is complex and for a high
involvement service experience that Will give you some interesting aspects to discuss in terms of consumer behaviour. For example, you may
select a tour orvisit to a tourism site (ratherthan discuss an entire holiday), or a leisure experience (e.g. sporting event, cultural

even