2012•Unpublished venueRequires access
Consumer Behavior and the Supply of Composite Product
Petr Studnička, Josef Vlček
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Abstract
The central research question of this article focuses on the
individualization of consumer behavior in the market segment
for composite products. The tool is a model of understanding
consumer behavior, based on the theory of planned behavior. The
content of this research is the analysis of demand and supply
on the tourism market. The origin of an individual consumer is
a manifestation of contemporary lifestyle, which has become the
domain of emotional consumerism. People yearn for
self-actualization and tourism is a product which enables them
to meet this need. Currently, most consumers arrange their
tourism products independently. Tourism service providers need
to understand the consumer behavior of tourists, otherwise they
will be unable to adequately provide innovation in the supply.
The profile of a tourism consumer allows operators who offer
composite products to look for new forms of communication with
the customer.