Consumer Behaviour Essay

1310 WordsMar 10, 20136 Pages
Case 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 leads to the consumer undertaking actions to fulfil their need or desire. In actual fact this may be adequate for everyday needs which is explained in the FCB grid, for example a consumer may crave the need for a pack of cigarettes and therefore…show more content…
Their reason for not fulfilling the holiday was down to administrative factors. This proves there are many factors which come into play when making decisions on holidays, which are not represented in the traditional problem solving model. In a way the C-A-B sequence is similar to the process used by holiday decision makers of daydreaming, nostalgia and anticipation. It is also shown that most of holiday bookings are made very late which present an opportunistic view of how holiday makers buy holidays. In my opinion it looks as if going on holiday is a spur of a moment activity and has involved into a much more complex process compared to the traditional views. Emotional factors seem to dictate most of holiday decision made most decision tend to result from momentary moods or emotions. In an instance a person has decided on a choice for a holiday due to event or occurrence which has persuaded them to fall in love with that particular holiday. This helps to prove that the emotional factor alone during the holiday decision process is unpredictable and complex the traditional model would have no use
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