Essay on Consumer Behaviour : Holiday Decision Making Process

2212 Words Sep 11th, 2012 9 Pages
Discuss and critically evaluate the traditional ‘rational problem solving, cognitive model’ of consumer decision making process, in light of the arguments given in the case study: ‘Holiday decision-making: an adaptable and opportunistic ongoing process.’
Every day, each one of us makes various decisions regarding different aspects of our daily routine. To be able to make these decisions, we need to be able to have alternatives. These decisions, however, are made after doing some degree of information search but not all consumer decision-making situations receive or require the same degree of information search. Some purchase decisions require extensive effort, where the consumers need a lot of information to set a criteria and judge
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This helps develop his ways of reacting and behaving. Almost all that we do is retained in our memory, consciously or unconsciously due to which we to respond to a stimuli in constant and expected ways. This inclination stored in the memory, interacts with stored past experience and information to form values and attitudes. (Pellmans.P, 2007, pp.5) Most researchers indicate that attitudes can be broken down into three components: cognition, affect and behaviour (C-A-B). Cognition refers to the beliefs a consumer has about an attitude object. Affect refers to the way a consumer feels about an attitude of an object and behaviour refers to the consumer’s intention to do something with regard to an attitude. (Solomon. M, Bamossy.G, Askegaard.S and Hogg.M, 2006, pp.140) Fishbein and Ajzen (1980) model measures consumer’s attitude towards a product using the theory of reasoning where they indicate that many uncontrollable factors may interfere with actual behaviour and this theory acknowledges the power of other people influencing behaviour, for example, a decision to buy a television set; consumer’s may easily get influenced by their family members or the sales keeper to buy a particular brand. This theory also takes into account the perceived consequences of purchase. (Solomon. M, Bamossy.G, Askegaard.S and Hogg.M, 2006, pp.156)
The cognitive model of consumer decision-making process involves the mental process of knowing including

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