ABSTRACT
This chapter will seek to address the concept of the consumer, but specifically consumer behaviour for events, as you will be faced with unique ideas, problems and solutions. The consumer is not a single concept, and we will start by identifying the various different types of consumer that exist. We will then assess the practical means by which you can codify your consumers, and then assess the factors which influence buying behaviour. This discussion leads us to a consideration of how an event marketer can use segmentation to reach the right people for their event. The last section will consider the specific nature of the event consumer, especially the importance of customer service. By the end of this chapter students will be able to:
Identify the importance of understanding buying behaviour.
Explain how buyers can be profiled.
Explain how buyers can be influenced.
Identify buying behaviour models.
Assess the importance of customer service to events.
