• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Consumer Behaviour Research. When the holiday decision making plan of 27 Belgian households were analyzed, it was found that Holiday decision making model did not have any fixed sequential stages

Extracts from this document...

Introduction

´╗┐Table of Contents 1. Introduction3. 2. Identify and discuss how decision-making, the difference from the traditional problem-solving model of consumer decision-making4. 3. Compare the information search process with the search process for one other product that is laptop9. 4. The implications of the findings presented in this case for managers marketing and promoting holidays12. 5. Conclusion13. 6. Reference14. 1. Introduction Now more than ever, people are looking to fulfill their main satisfaction in their consumptive role. But how do consumers make their decisions? This question has been at the center of much scrutiny and several marketing theories. If marketers are conjuring up new ways to capitalize on trends, then so are the very people they aim to lure. This report will show the study in a specific case which relates to the context of going on holiday. There were 27 Belgian households including single, couples, families and groups of friends to be the samples of this research. Over one-year period, authors followed and studied their process when they decided to have holiday. The work was carried out very carefully and the samples were interviewed four times in total: three times before their holiday in summer and once after that. From the result of these interviews, authors found out many signs and findings that can adjust the way people thought about consumer decision-making. Nowadays, along with the economic development and the increase of living standard, tourism demand becomes higher and higher attracting much effort to research consumer behavior in this field in order to create effective marketing strategies. ...read more.

Middle

Behind the visible act of making a purchase lies a decision process that must be investigated. 2. The purchase decision process is the stages a buyer passes through in making choices about which products and services to buy. 3. Five Stages of Consumer Behavior: Stage 1: Problem Recognition: Perceiving a Need: - Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision. - Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts. Stage 2: Information Search: Seeking Value Two steps of information search : Internal search and External search - Scanning one?s memory to recall previous experiences with products or brands. - Often sufficient for frequently purchased products. - When past experience or knowledge is insufficient . - The risk of making a wrong purchase decision is high . - The cost of gathering information is low. - Personal sources, such as friends and family. - Public sources, including various product-rating organizations such as Consumer Reports. - Marketer-dominated sources, such as advertising, company websites, and salespeople | Stage 3: Alternative Evaluation: Assessing Value -The information search clarifies the problem for the consumer by: (1) Suggesting criteria to use for the purchase. (2) Yielding brand names that might meet the criteria. (3) Developing consumer value perception. - A consumer's evaluative criteria represent both - The objective attributes of a brand (such as locate speed on a portable CD player) ...read more.

Conclusion

. If this work is done well, business can have the flexibility to achieve good performance. 5.Conclusion. 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 striking aspect of all the theories thus far was the portrayal of the consumer as a logical, rational decision maker who made complex choices based on reason, rational thinking and minimal risk-taking. The five cognitive stages that a consumer goes through to arrive at decisions have been analyzed against patterns of Holiday decision making. It was observed that although certain patterns did follow the cognitive paradigm, overwhelmingly holiday decision taking is one involving emotions and is adaptable. There is no one fixed process but a blend of several influential factors. Tourism is essentially a people-related business and many variables shape its future. Actual decisions are seen to be more spontaneous and less deliberate than the cognitive theory suggests. 6. Reference. Gilbert, D.C. (1991) ?An Examination of the Consumer Behavior Process Engel, J.F., Blackwell, R.D and Miniard, P.W. (1995) Consumer Behavior. Andeason,A.R. (1965) Attitudes and Consumer Behaviour : A Decision Model in New Research in Marketing ( Preston). Institute of Business and Belch, G.E. (1978).?Belief System and the Differential Role of the Self-Concept. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Business Plan window cleaning

    From my research so far, I found that in or around Newark has a lots of window cleaning services. Therefore, I will have a lot of competition. Business around Newark: * Walters cleaning Service - a family run business, commercial window cleaning and carpet & upholstery cleaning.

  2. Marketing plan for Trung Nguyen coffee company.

    Customer may start with the lowest level, number 5 but gradually try all ways up and stick at the most satisfied level. Passiona has a light taste with low caffeine for new coffee drinkers and women. o Brand image: The Company's brand image is "an ambassador" which comes from the

  1. Unit 9: Marketing Strategy

    This is in comparison to the stereotypical view of the unemployed, on benefits and shopping at ASDA. Lifestyle Group There are two main lifestyle groups which will use my business, these will be stay at home mums with interests centred mainly around their family and providing a perfect home life for their husband and children.

  2. PEST is a planning tool which is used by a business to evaluate and ...

    This means that workers would be entitled to more time off. This could affect Ginsters a they may have to find the finance to be able to pay people who wish to work overtime, this means that Ginsters will need to make more profits in order to have the money to able to pay their employees overtime.

  1. Comparison of the Honda & General Motors in terms of internationalisation theory

    international production and is founded on the juxtaposition of the ownership- specific advantages of firms contemplating foreign production, the propensity to internalise the cross border markets for these and the attractions of a foreign markets. (Dunning 1998) GM's move to manufacture most of its China-market vehicles locally, through its Shanghai

  2. I will be identifying the legal criteria for offer and acceptance in a valid ...

    Angus as he would pay him on Monday, a counter-offer that Angus accepted, they are legally bound to a contract. Daniel also paid 50 pounds as an advanced payment to Angus, so by not agreeing to sell him the computer on Monday Angus committed even more of a crime.

  1. LEGO's Management Accounting Decision

    The economic case for SMA Bromwich (1990) provided persuasive arguments in favour of SMA. Compared to papers, which up to that time relied on common sense to justify the case for SMA, Bromwich draws on economic theories. He stated that we need to release ?management accounting from the factory floor?

  2. RELATIONSHIP MARKETING - factors affecting customer satisfaction

    is for customers coming back in the location! And it?s not just talking about the correct demographic area; also mean the exact location whether it?s on the right side of the street or by other store?s and so on. 2.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work