Consumer Behavior And Attitudes Towards Bunbury Boat Show

Activities

The recreational marine industry has widely been considered an alternative form of relaxation and activity (Watson, 2008). A range of activities are being carried out in the marine industry some of which are fishing and boating activities (Siân E. Rees, 2010).

However, significant changes have been experienced in the marine industry more so over the past ten years resulting to a decline in the industry’s customer base (Beyers, 2008). Many factors are thought to be attributed to this decline including an increased demand on leisure time, the economic downturn and the rise of online entertainment especially among the youth (Prothe, 1993).

The research detailed in this report was therefore conducted to investigate the Bunbury Boat Show attendees’ attitudes and consumer behavior with regards to the Bunbury Boat show in order to find out how to increase the number of attendees to the Bunbury Boat Show in the future.

The research statement for this study was to investigate the attitudes, consumer behavior and online activity of current visitors to the Bunbury Boat Show.

The objectives for this research are as below;

Build a demographic profile of participants attending the Bunbury Boat Show.
Investigate Bunbury Boat Show attendees attitudes and consumer behavior to water-based

Investigate Bunbury Boat Show attendees’ attitudes and consumer behavior with regards to the Bunbury Boat Show.

Investigate online participative behavior of attendees at the Bunbury Boat Show.
Investigate purchasing behavior of attendees at the Bunbury Boat Show.

The main objective of this research study was to investigate Bunbury Boat Show attitudes and consumer behavior with regards to the Bunbury Boat show.

Primary data for the study was collected through administration of questionnaires to the participants during the survey. Data was entered into the Statistical Software for Social Statistics (SPSS) for analysis.

Data was analyzed using statistical tools such as frequencies, descriptive statistics, cross tabulation and correlation.

Data was collected from 244 participants who were admitted into the study. 143 representing 58.6 % were male while 92 representing 37.7% were female. 9 representing 3.7% did not respond on their gender.

What is your Gender
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	a. Male	143	58.6	60.9	60.9
b. Female	92	37.7	39.1	100.0
Total	235	96.3	100.0
Missing	-99	9	3.7
Total	244	100.0

11 respondents representing 4.5% belonged to the age group 18-24, 29 representing 11.9% belonged to the age group 25-34, 34 representing 13.9% belonged to the age group 35-39, 58 representing 23.8% belonged to the age group 40-49, 68 representing 23.8% belonged to the age group 50-64, 35 representing 14.3% belonged to the age group 65 and above while 9 representing 3.7% did not respond to their age group.

In which Age Group do you belong?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	a. 18-24	11	4.5	4.7	4.7
b. 25-34	29	11.9	12.3	17.0
c. 35-39	34	13.9	14.5	31.5
d. 40-49	58	23.8	24.7	56.2
e. 50-64	68	27.9	28.9	85.1
f. 65 and over	35	14.3	14.9	100.0
Total	235	96.3	100.0
Missing	-99	9	3.7
Total	244	100.0

Descriptive statistics on how customers first heard of the show

How did you first hear about the Boat Show? (please tick only one)
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	a. Online	8	3.3	3.4	3.4
b. Email	1	.4	.4	3.8
c. Facebook	4	1.6	1.7	5.5
d. Mail out	1	.4	.4	5.9
e. Newspaper	42	17.2	17.7	23.6
f. Magazine	8	3.3	3.4	27.0
g. TV	45	18.4	19.0	46.0
h. Outdoor advertising	20	8.2	8.4	54.4
i. From a friend	29	11.9	12.2	66.7
j. Radio	19	7.8	8.0	74.7
k. Work or industry colleagues	11	4.5	4.6	79.3
I. Other	49	20.1	20.7	100.0
Total	237	97.1	100.0
Missing	-99	7	2.9
Total	244	100.0

The largest outlet through which the respondents heard of the show is other source of information representing 20.1% followed by TV which had 18.4% of the respondents. The least number of respondents who were about 0.4 % heard it through mail out.

What is the primary barrier to your participation in boating or water based activities? (please tick one)
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	a. Upfront costs	53	21.7	22.6	22.6
b. Costs associated with participation (e.g. fuel, storage and maintenance)	43	17.6	18.4	41.0
c. Lack of time	87	35.7	37.2	78.2
d. Lack of access to facilities	6	2.5	2.6	80.8
e. Lack of storage facilities	2	.8	.9	81.6
f. Other	43	17.6	18.4	100.0
Total	234	95.9	100.0
Missing	-99	10	4.1
Total	244	100.0

the primary barriers to customers participation in boating or water based activities are lack of time, upfront costs, costs associated with participation, lack of access to facilities and lack of storage facilities in order of frequencies from highest to lowest respectively.I consider the Boat Show good value for money?

	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	5	2.0	2.1	2.1
2. Moderately Disagree	4	1.6	1.7	3.8
3. Slightly Disagree	12	4.9	5.1	8.9
4. Slightly Agree	29	11.9	12.3	21.3
5. Moderately Agree	79	32.4	33.6	54.9
6. Strongly Agree	106	43.4	45.1	100.0
Total	235	96.3	100.0
Missing	-99	9	3.7
Total	244	100.0

The highest frequency of respondents argued that Boat Shows are a good value for money representing 43.4%. The least number of respondents representing 1.6% argued that they moderately disagreed on the point that Boat Shows are a good value for money.

I found the Boat Show to be very informative?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	2	.8	.9	.9
2. Moderately Disagree	4	1.6	1.7	2.6
3. Slightly Disagree	6	2.5	2.6	5.1
4. Slightly Agree	38	15.6	16.2	21.3
5. Moderately Agree	77	31.6	32.8	54.0
6. Strongly Agree	108	44.3	46.0	100.0
Total	235	96.3	100.0
Missing	-99	9	3.7
Total	244	100.0

44.3% of the respondents strongly agreed that they found the boat show very informative. This frequency formed the highest among the respondents followed by those that moderately agreed, slightly agreed, slightly disagreed, moderately disagreed and strongly disagreed respectively.

Data Collection and Analysis

The relationship between the show being a good value of money and the show being informative is as shown in the cross tabulation and correlation below.

I consider the Boat Show good value for money? * I found the Boat Show to be very informative? Crosstabulation
Count
	I found the Boat Show to be very informative?	Total
1. Strongly Disagree	2. Moderately Disagree	3. Slightly Disagree	4. Slightly Agree	5. Moderately Agree	6. Strongly Agree
I consider the Boat Show good value for money?	1. Strongly Disagree	2	0	1	0	1	1	5
2. Moderately Disagree	0	1	0	0	2	1	4
3. Slightly Disagree	0	1	1	6	2	2	12
4. Slightly Agree	0	0	3	17	6	3	29
5. Moderately Agree	0	0	1	9	56	13	79
6. Strongly Agree	0	1	0	6	9	88	104
Total	2	3	6	38	76	108	233

Correlations
	I consider the Boat Show good value for money?	I found the Boat Show to be very informative?
I consider the Boat Show good value for money?	Pearson Correlation	1	.608^**
Sig. (2-tailed)		.000
N	235	233
I found the Boat Show to be very informative?	Pearson Correlation	.608^**	1
Sig. (2-tailed)	.000
N	233	235
**. Correlation is significant at the 0.01 level (2-tailed).

The correlation coefficient is 0.608 implying a strong positive relationship between value for money and being informative of the show.

a. Get to handle or try the products
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	4	1.6	1.8	1.8
2. Moderately Disagree	3	1.2	1.3	3.1
3. Slightly Disagree	16	6.6	7.1	10.2
4. Slightly Agree	40	16.4	17.8	28.0
5. Moderately Agree	72	29.5	32.0	60.0
6. Strongly Agree	90	36.9	40.0	100.0
Total	225	92.2	100.0
Missing	-99	19	7.8
Total	244	100.0

The highest frequency of respondents who formed 36.9% strongly agreed that they get to handle or try the products, followed by those that moderately agreed, those that slightly agreed, those that slightly disagreed, those that strongly disagreed and those that moderately disagreed respectively.

b. Get advice on products I am interested in
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	3	1.2	1.3	1.3
2. Moderately Disagree	7	2.9	3.1	4.4
3. Slightly Disagree	10	4.1	4.4	8.7
4. Slightly Agree	46	18.9	20.1	28.8
5. Moderately Agree	73	29.9	31.9	60.7
6. Strongly Agree	90	36.9	39.3	100.0
Total	229	93.9	100.0
Missing	-99	15	6.1
Total	244	100.0

The highest frequency of respondents who formed 36.9% strongly agreed that they get advice on the products they are interested in, followed by those that moderately agreed, those that slightly agreed, those that slightly disagreed, those that moderately disagreed and those that strongly disagreed respectively.

c. Get answers to questions I may have
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	4	1.6	1.8	1.8
2. Moderately Disagree	3	1.2	1.3	3.1
3. Slightly Disagree	10	4.1	4.5	7.6
4. Slightly Agree	43	17.6	19.2	26.8
5. Moderately Agree	76	31.1	33.9	60.7
6. Strongly Agree	88	36.1	39.3	100.0
Total	224	91.8	100.0
Missing	-99	20	8.2
Total	244	100.0

The highest frequency of respondents who formed 91.8% strongly agreed that they get to answers to questions they have, followed by those that moderately agreed, those that slightly agreed, those that slightly disagreed, those that moderately disagreed and those that strongly disagreed respectively.

d. Talk to the dealers or representatives
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	7	2.9	3.1	3.1
2. Moderately Disagree	8	3.3	3.5	6.6
3. Slightly Disagree	16	6.6	7.0	13.7
4. Slightly Agree	38	15.6	16.7	30.4
5. Moderately Agree	67	27.5	29.5	59.9
6. Strongly Agree	91	37.3	40.1	100.0
Total	227	93.0	100.0
Missing	-99	17	7.0
Total	244	100.0

The highest frequency of respondents who formed 37.3% strongly agreed that they get to talk to the dealers or representatives, followed by those that moderately agreed, those that slightly agreed, those that slightly disagreed, those that moderately disagreed and those that strongly disagreed respectively.

f. Have an opportunity to compare products
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	7	2.9	3.1	3.1
2. Moderately Disagree	8	3.3	3.5	6.6
3. Slightly Disagree	9	3.7	4.0	10.6
4. Slightly Agree	43	17.6	18.9	29.5
5. Moderately Agree	63	25.8	27.8	57.3
6. Strongly Agree	97	39.8	42.7	100.0
Total	227	93.0	100.0
Missing	-99	17	7.0
Total	244	100.0

The highest frequency of respondents who formed 39.8% strongly agreed that they have an opportunity to compare products, followed by those that moderately agreed, those that slightly agreed, those that slightly disagreed, those that moderately disagreed and those that strongly disagreed respectively.

g. Find information about new products
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	6	2.5	2.7	2.7
2. Moderately Disagree	5	2.0	2.2	4.9
3. Slightly Disagree	5	2.0	2.2	7.2
4. Slightly Agree	29	11.9	13.0	20.2
5. Moderately Agree	66	27.0	29.6	49.8
6. Strongly Agree	112	45.9	50.2	100.0
Total	223	91.4	100.0
Missing	-99	21	8.6
Total	244	100.0

The highest frequency of respondents who formed 45.9% strongly agreed that they get to find information about new products, followed by those that moderately agreed, those that slightly agreed, those that strongly disagreed, those that moderately disagreed and those that slightly disagreed respectively

h. Attend seminars or activities
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1. Strongly Disagree	49	20.1	21.9	21.9
2. Moderately Disagree	43	17.6	19.2	41.1
3. Slightly Disagree	36	14.8	16.1	57.1
4. Slightly Agree	35	14.3	15.6	72.8
5. Moderately Agree	32	13.1	14.3	87.1
6. Strongly Agree	29	11.9	12.9	100.0
Total	224	91.8	100.0
Missing	-99	20	8.2
Total	244	100.0

The highest frequency of respondents who formed 20.1% of the respondents strongly disagreed that they attend seminars or activities, followed by those that moderately disagreed, those that slightly disagreed, those that slightly agreed, those that moderately agreed and those that strongly agreed respectively.

Descriptive Statistics
	N	Minimum	Maximum	Mean	Std. Deviation
a. Get to handle or try the products	225	1	6	4.97	1.128
b. Get advice on products I am interested in	229	1	6	4.96	1.121
c. Get answers to questions I may have	224	1	6	5.00	1.084
d. Talk to the dealers or representatives	227	1	6	4.86	1.284
e. Get to see how the product work	223	1	6	5.03	1.092
f. Have an opportunity to compare products	227	1	6	4.93	1.260
g. Find information about new products	223	1	6	5.15	1.156
h. Attend seminars or activities	224	1	6	3.20	1.712
Valid N (listwise)	217

Finding information about new products had the highest mean of 5.15 implying that this is the main reason why customers really enjoyed coming to the Boat Show. This followed by getting to see how the product works (5.03), getting answers to the questions customers have (5.00), getting to handle or try the products (4.97), Getting advice on products customers are interested in (4.96), having an opportunity to compare products (4.93), talking to the dealers or representatives (4.86) and attending seminar or activities (3.20) respectively.

Conclusion

The findings depict that the main source of communication/information through which the customers first heard of the show was thorough the TV. It is thought that Televisions are a major source of information as argued by (Information Needs, Information Sources and Information Use, 2005).

The results show that the main primary barrier preventing customers from attending Boat Shows is lack of time as stated by 35.7 % of the respondents in the study. This agrees with the findings of (Siân E. Rees, The value of marine biodiversity to the leisure and recreation industry and its application to marine spatial planning, 2010)

Majority of the respondents considered that the show was both informative and a good value for money. A positive correlation exists between these two variables. This is an indication that customers like the Boat Shows. These findings are in consistency with the findings of (Carlson, 1938)

Findings have also depicted that customers mainly attend the Boat Show in order to find more information about new products.

Based on the above conclusions the following recommendations can be made for Bunbury show management in order for it to increase its customers in future.

Show advertisements should majorly be done through TV as most customers watch the TV.
Management of Bunbury show should aim to introduce new products and provide information to the customers as this is a major factor that motivates customers to attend the Boat Shows.

References

Beyers, W. B. (2008). Cultural and recreational industries in the United States. The Service Industries , 17.

Carlson, A. S. (1938). Recreation Industry of New Hampshire. Economic Geography, 16.

Information Needs, Information Sources and Information Use. (2005). Information Development, 2.

Prothe, B. J. (1993). Managing for Excellence in the Leisure and Recreation Industry. Management Research News, 4.

Siân E. Rees, L. D. (2010). The value of marine biodiversity to the leisure and recreation industry and its application to marine spatial planning. 8.

Watson, P. D. (2008). Determining Economic Contributions in a Recreational Industry. Journal of Sports Economics, 21.

isagreed and strongly disagreed respectively.

Conclusion

Turn in your highest-quality paper
Get a qualified writer to help you with

“ Consumer Behavior And Attitudes Towards Bunbury Boat Show ”

Get high-quality paper

NEW! AI matching with writer

Order an Essay Now & Get These Features For Free:

Turnitin Report

Formatting

Title Page

Citation

Outline

Place an Order