Consumer Behaviour Holiday Decision Making Process

Discuss and critically evaluate the traditional ‘rational problem solving, cognitive model’ of consumer decision making process, in light of the arguments given in the case study: ‘Holiday decision-making: an adaptable and opportunistic ongoing process.’ Every day, each one of us makes various decisions regarding different aspects of our daily routine. To be able to make these decisions, we need to be able to have alternatives. These decisions, however, are made after doing some degree of information search but not all consumer decision-making situations receive or require the same degree of information search. Some purchase decisions require extensive effort, where the consumers need a lot of information to set a criteria and judge†¦show more content†¦(Schiffman. L, Kanuk.L and Hansen. H, 2008, pp.72) Although this economic model forces the consumer to make a decision in a logical manner, it has been criticized as it is regarded as too simplistic and idealistic. In reality, consumers rarely have all the required information or even an adequate degree of involvement to make a perfect decision. Consumers are also limited by their existing skills, habits, reflexes, values and goals. . (Schiffman. L, Kanuk.L and Hansen. H, 2008, pp.72) In addition, not all alternatives lend themselves to quantification in terms that will allow for easy evaluation and because this model cannot predict the future, it is unlikely that decision makers will know all possible outcomes of each alternative. (Griffin. R and Moorhead.G, 2008, pp. 212) Hence, according to Alan Decrop, holiday decision making proved to be an ongoing process which was not characterized by fixed sequential stages. (Solomon. M, Bamossy.G, Askegaard.S and Hogg.M, 2006, pp.392) COGNITIVE MODEL Consumer buying behaviour is affected by a complex web of internal psychological variables. These include: attitude, learning, memory, motivation, perception and personality. According to Rajecki (1990), an attitude is a ‘predisposition to respond cognitively, emotionally, or behaviourally to a particular object in a particular way’. Attitudes guide how buyers react, consumerShow MoreRelatedConsumer Behaviour - Holiday Decision Making Process3233 Words   |  13 PagesCONSUMER BEHAVIOUR: HOLIDAY DECISION MAKING PROCESS SUMMARY: Decisions are omnipresent in the daily lives of human beings. Being tireless decision makers, it stands to reason then that we understand the forces that drive decision making. The following report seeks to critically evaluate the long-held traditional ‘rational problem- solving and cognitive model’ of the consumer decision making process against the background of the holiday decision making patterns of the modern consumer. The one strikingRead MoreConsumer Behaviour Essay1310 Words   |  6 PagesCase Study: Consumer behaviour and holidays In this assignment I will be analysing the following; a case study presented on how holiday decision making varies from the traditional problem-solving model of consumer decision making. Q1 By analysing the traditional problem-solving of consumer decision making you can grasp that the market of holiday makers is more complex. The traditional method follows the concept that the consumers desire or needs creates a problem within the individual, which leadsRead MoreFactors That Affect The Holiday Choice Has Evolved Over The Ages Of Ages1090 Words   |  5 Pagesexperienced tourists between the ages of 8-12, are increasingly becoming a major influence behind family holidays. This age group have usually taken a number of holidays and have visited many different destinations across the globe. As outlined earlier Argyle (1996) makes reference to how a number of factors, age being one of them, have an effect on the holiday-taking decision-making process. This directly links to how tweens are generally now more cultured and have experienced more of life comparedRead MoreFactors That Affect The Holiday Taking Decision Making Process1318 Words   |  6 Pages Who makes the decisions in the family holiday-taking decision-making process? Critically evaluate this question by means of a detailed literature review. The purpose of this essay is to explore and document the different influences that can impact the holiday-taking decision-making process, particularly looking at the role of tweens and their voice regarding the role they play in up-front vacation decision-making. Also this essay will be looking at the role spouses play, howRead MoreA Report Of Buyer Behavior : The Consumer Decision Making Process882 Words   |  4 PagesBuyer Behaviour: The Consumer Decision-Making Process as it relates to purchasing a rental service in the classic car industry. Section 1: Introduction (about 150 – 200 words) The study of consumer behaviour examines consumer’s methods of purchasing and divestment of possessions, labour, concepts or knowledge by people, associations and companies to fulfil their necessities and desires (Keller Kotler , 2011). This is significant to marketers because with a good knowledge base about consumers theyRead MoreThe Case Household Appliance And Perfumes1336 Words   |  6 Pages The typical decision making process and that well-structured with the five processes is based on a special purposeful search by the customer. Once the problem has been recognized, customers need to acquire adequate information to resolve it. Information search is the process by customer surveys their environment for appropriate data to make a reasonable decision. The search process that consumer might follow for products category like in this case household appliance and perfumes, is differentRead MoreExplain Why It Is Important for Marketers to Understand the Consumer Decision Making Process918 Words   |  4 PagesConsumers are the centre of many marketers work. While the consumer is part of the marketing environment, it is also very important to recognise and understand the more personal and specific influences effecting consumers and the nature of the decision making process they use. Research suggests that customers go through a five-stage decision-making process when making any purchase. This is summarised in the diagram below: Figure 1, This model is important for anyone making marketing decisionsRead MoreFamily Communication Patterns : Mothers And Fathers Communication Style And Children s Influence On Family Decision Making850 Words   |  4 PagesFathers Communication Style and Children s Perceived Influence in Family Decision Making. Journal of International Consumer Marketing. 19 (2), 75-95 Belch, G. E., Belch, M. A., Ceresino, G. (1985) Parental and teenage child influences in family decision making. Journal of Business Research, 13(2), 163-176. Blichfeldt, B. S., Pedersen, B. M., Johansen, A., Hansen, L. (2010) Tweens Tourists: Children and Decision-Making. Journal of Tourism Consumption and Practice, 2(1), 1-24. Blood Jr., R. ORead MoreInderstanding Consumer Behaviour Towards Luxury Products14749 Words   |  59 PagesA Report On Understanding Consumer Behaviour towards Luxury Products By Jitesh Sanghvi MMS – 137, Marketing Year 2009-10 K J Somaiya Institute of Management Studies Research Understanding Consumer Behaviour towards Luxury Products Understanding Consumer Behaviour Towards Luxury Products By Jitesh A Sanghvi Under the guidance of Mar. Nilesh Talreja Senior Executive Interface Communication ______________ Designation SIMSR, Mumbai K J Somaiya Institute of ManagementRead MoreConsumer Behavior of an International Chinese Student Essay1236 Words   |  5 PagesIntroduction Consumer behaviour is defined as the behaviour that consumers undertake in seeking, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their personal needs (Nayeem 2012). Different consumer may have different choices in purchase that is dependent on various influences. High involvement purchase sets the best example of engaging in consumer behaviour in various aspects as complex buying behaviour occurs when the consumer is highly involved