Marketing Communications

Introduction

Consumer value describes the consumer's perceived of the price paid for a product or service compare to the quality or worth received in return. Many factors can affect customer perception of value. The price paid is weighed against product quality, services, convenience, style, usability, versatility, functionality, brand reputation, health and safety considerations, environmental effects and more. Customers seek the best value, and salespeople try to match the benefits offered to the customer's needs at the best price point possible.

The sequence of attitudes of customers can help us understand what process customers go through before they buy a product, what factors affecting their concerns and from what aspects the customers consider how to make different sequence of attitudes.

Question (a)

Recently, I purchased a package tour to Beijing from Hong Thai Travel Services Ltd. By purchasing this product, can fulfill two of the values which I concern the most, they are pleasure and knowledge. I like travelling to all over the world, may be this is affected by my parents, they brought me to travel since I was three years old, and till now, we will still travel together at least once a year. My family is not very wealthy, but my parents still willing to spend money to travel because they believe that travelling to other places can broaden their horizons, and this is what I strongly believed as well. Through travelling, I can learn and experience a lot, such as culture of other countries, be independent, learn how to take care of myself, and gain loads of knowledge which cannot be taught in lessons that you can only learn after you have experienced. Secondly, I like to travel because I can enjoy my life during the trip. During the trip, I can only concern on appreciate the beautiful scenery, to make new friends with others such as other tourists to share our own experiences of different trips, or with local people to learn how their lives are like and...