Evaluating consumer behaviour theory and the influences of ethical issues on consumer motivation and choice relating to Bristol Zoo and Longleat zoological attractions; a comparator case study.

Abstract

This research project aims to analyse and investigate the impacts that a number of influential values play in the consumer buying process, in particularly the impact of an ethical value on a consumer’s decision making in relation to wildlife attractions. As well as providing a comparative case study on the attractions Bristol Zoo and Longleat. Through the completion of a literature review of literature related to the topic of consumer behaviour as well as wildlife attractions specifically, the researcher was able to create a conceptual framework outlining five influential values. For this project, the researcher undertook both quantitative and qualitative research. The quantitative research was conducted through an online questionnaire that was completed by 154 participants. Following this qualitative data was gathered through undertaking two focus groups one which was compiled of participants who had previously visited either Bristol Zoo or Longleat and a second which was formed of participants who hadn’t previously visited. The researcher was able to compile and organise the data gathered in the results, discussion, and analysis chapter. The results allowed for an understanding of the influential values that impact on consumers buying decision in relation to captive wildlife attractions, they confirmed the role an ethical value. From these results changes to the conceptual framework was made and the researcher was able to put forward a final model which can be applied to the industry.