Consumer Behavior

In the wake of the London 2012 Olympics, discount airliner Easyjet recorded a boost in its business. The company reported that demand for flights from London was strong after the Games, boosting profit expectations for the year from £280m-£300m to £310m-£320m (BBC, 2012). The company noted several factors that contributed to the boost, many of which relate to the concept of consumer behaviour. For example, the article cites that flights out of London increased to beach markets in particular. It also noted that there were fewer delays at London airports during the summer.

Hoyer and Macinnis (2009, p.3) define consumer behaviour as "The totality of consumers' decisions with respect to the acquisition, consumption, and disposition of goods, services, time and ideas by human decision-making units (over time)." This definition highlights that all consumer purchase decisions are comprised of a number of different inputs. Early research on consumer behaviour...
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