Consumer Behaviour Essay

1294 Words Feb 20th, 2013 6 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.
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
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The information search process used holiday decision making is much more extensive and time consuming compared two search processes of alternative products such as Households and cars. In the information search process for the holiday industry is much elaborate and substantial as the information is gathered over a period of time, as the consumers can present key information when going through varied phases. A lot of key information is presented after the duration of the holiday, due to ‘prolonged involvement and cognitive dissonance’.
If to compare the holiday information process to a product of similar value and emotional attachment involved in the purchasing, for example the purchasing of a new family car. Immediately When making the decision of acquiring a similar product of value, with similar emotional attachment, for example the purchasing of a family vehicle. The search process for a family car would tend to be much simpler and would perfectly fit in to the methods used in the tradition problem solving. The reason being would be that when purchasing a product such as a family car even though it involves many emotional factors such as anxiety and stress, it follows a simple patter of learn-feel-do. The consumer recognises the need for the product therefore goes out to acquire the product. Gathering the needed information can be proven with factual evidence for example

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