Consumer Behaviour - Holiday Decision Making Process
CONSUMER 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 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 analysed 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.
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 centre of much scrutiny and several marketing theories. If marketers are conjuring up new ways to capitalise on trends, then so are the very people they aim to lure.
This report will aim to focus on the traditional ‘rational problem solving, cognitive model’ of the consumer decision making process and evaluate it in light of the behaviour patterns involved in the process of ‘holiday decision making’ by the modern consumer.
The interest in the area of consumer decision-making process evolved as early as 300 years ago with early
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 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 analysed 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.
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 centre of much scrutiny and several marketing theories. If marketers are conjuring up new ways to capitalise on trends, then so are the very people they aim to lure.
This report will aim to focus on the traditional ‘rational problem solving, cognitive model’ of the consumer decision making process and evaluate it in light of the behaviour patterns involved in the process of ‘holiday decision making’ by the modern consumer.
The interest in the area of consumer decision-making process evolved as early as 300 years ago with early
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