Consumer Behaviour. This report will aim to focus on the modal that used in holiday decision making and compare with the traditional rational problem solving.

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CONTENTS

INTRODUCTION

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  of the consumer decision making process against the background of the holiday decision making patterns of the modern consumer.

This report will aim to focus on the modal that used in holiday decision- making and compare with the traditional “rational problem solving. Moreover, all of them will be evaluated in light of the behaviour patterns involved in the process of holiday decision making by the modern consumer.

                                                                 

                                       

  1. Holiday decision-making and  the traditional problem-solving model
  1. Holiday decision-making

Holiday decision-making proved to be an ongoing process which was not necessarily characteristic by fixed sequential stages, and which did not stop once a decision had been made.  Firstly, the generic decision about whether or not to go on holiday was not always the starting point: and sometimes this generic decision was irrelevant.

Secondly, there is seldom a linear evolution of holiday plans.  Situational factors as well as levels of involvements, are responsible for many deviations and changes of mind.

Thirdly, final decisions and bookings are often made very late.  There are a number of reasons for this eg risk reduction, expectancy, availability, loyalty and personality.  Finally, informants often expressed cognitive dissonance or post-decision regret, which they strove to reduce.

In the same way, information search is not always a well-defined stage in the holiday decision-making process. Information collection tends to be ongoing, and it does not stop when the holiday has been booked.  Substantial amounts of information are gathered during and/or just after the holiday experience. Cognitive dissonance and prolonged involvement are the major explanations for this.  

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Moreover, information search is much less intensive and purposive than is usually assumed. A majority of holidaymakers could be described as low information searchers: they do not prepare their trip in much detail nor for a long time beforehand, rather they prefer serendipitous discoveries and the unexpected.  When they were asked about whether or not they had already collected a lot of information about their forthcoming holiday in Tenerife in June, Vincent replied on behalf of a group of friends:

Finally, information collection is a weak predictor of actual choice but rather indicates preferences. Of course, the extent of information ...

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