Consumer Behaviour Essay Example | Topics and Well Written Essays - 1500 words - 3

Consumer Behaviour - Essay Example These subcultures would include, age, income, gender, social class, ethnicity, norms as well as cultural beliefs among others. Different markets equally exist and they all have particular characteristics, which are directly or indirectly influential towards consumer behavior especially as relating to the subcultures outlined above (Mullins and Walker, 2014, para 1-6). Is this study, this paper focuses on evaluating the comparatively the impacts of age and income as subcultures towards consumer behavior in the holiday market. The study therefore focuses on how particular subcultures (age and income in this case) influence the way consumer(s) reason, think, choose and make decisions on different brands, products or even services in focus to the holiday markets. Besides, the study will evaluate how the subcultures have influence on the manner of decisions and choices made by the consumers. The understanding of the holiday market would be better understood through the model of ‘travel-buying behavior’, which is what the market entails. The linear five-stage model developed by Mathieson and Wall in 1982 illustrates various components that influence the consumer behavior in the holiday market. The first segment explains how the desire or need for travel (may be for a holiday) develops and this is followed by the consumer gathering information in the market. Having enough and relevant information aids at decision making by the consumer while deciding between alternatives after which the necessary preparation commences. Travel and such other experiences as are characteristic in holiday market explain the outcomes of behaviors adopted by the consumer. The fifth stage illustrates the stage of evaluation, as the consumer would have to do after such a market experience(Mathieson and Wall, 1982, p. 95). Literature and past studies reveal that consumers are directly influenced by age especially when it regards free will consumer decisions such as are involved