The impacts of recent recession on consumer behaviour within Airline Literature review

The impacts of recent recession on consumer behaviour within Airline industry - Literature review Example From a marketing perspective, the ability to influence consumer behaviour is to understand the intrinsic and extrinsic factors affecting the consumer behaviour (Vanhuele, Wright and East, 2013). Consumer behaviour is the activities which people undertake when obtaining, consuming and disposing of products and services (Blythe, 2008, p. 56). The fundamental basis of marketing should be that the customers are at the centre of everything the firm does. In marketing management customers are the key concern. This means that understanding the behaviour pattern of the customers is essential for the managers. Traditional marketing management emphasized on product features and competitive positioning of the product (Abramovich, 2005). The conventional marketing management theory focuses on the customer relationship with the marketers of the company and the product value (Statt, 2011). The purchasing behaviour of the consumers relates strongly to the segmentation of the markets. There are three types of segmentation; geographic segmentation, psychographic segmentation and demographic segmentation. Geographic segmentation means to divide the market area according to the location of th e potential customers. Psychographic segmentation means to segregate a consumer’s characteristics and behaviour. Demographic segmentation means the division of consumer groups according to variables such as wealth, gender, age and education level etc (Blythe, 2008). The managers of the company can strengthen their relationship with the consumers. The relational bonding between customers and employees will enable the managers to develop a product which will fulfil the consumer wants and needs. An established connection with the consumer provides the marketer information regarding the consumer behaviour. For example, the marketers would like to repurpose their products and services without hampering