The Psychology And Motivation Behind Consumer Decisions

1373 WordsJul 7, 20156 Pages
People, as consumers, make decisions every day. To make a good market plan, it is necessary to understand the psychology and motivation behind consumer decisions. Usually, decision making is classified into three “buckets” which are cognitive, habitual, and affective (Solomon P38) . Based on their unique individual features, different market strategies are come up with to promote a new product which is a hotel booking application called HomeOnTheGo. It is a cybermediary product which filters and organizes the online hotel and lodging information so that travelers can identify and evaluate a place more efficiently. The potential competitors are TripAdvisor, Expedia, Booking.com, Airbnb, and etc. The marketing plan is inspired by the observation and research of these competitors’ promotion methods. A Cognitive purchase decision is the outcome of a series of stages that results in the selection of one product over competing products (Solomon, P47). In this process, consumer involvement is high when consumers are moderately knowledgeable. Since most travelers are neither experts nor novices, then they will research for some information about the places to stay before or in traveling. So it is necessary to make promotion strategies based on cognitive purchase decision features in each step. The first step is problem recognition. It happens when there is a difference between ideal state and current stat. Since it is a new hotel search cybermediary, then the point is to create

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