Holiday Decision Making Trends: a Case Study

Topics: Decision making, Decision making software, Risk Pages: 8 (2776 words) Published: January 7, 2013

Holiday Decision Making Trends: A Case Study
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Holiday Decision Making Trends: A Case Study

Consumer/client behavior is the analysis of the intellectual processes and perceived tendencies that are observed during the search, use and sale of an object, service and product. The need to study consumer tendencies and analysis of what is important and necessary for the zenith of the marketing tactic is very much needed. The client decision process is a sequence of stages of practices that a consumer/client undertakes when deciding to buy any object, product, software or service. Any client/consumer who takes a decision follows a five pronged approach to buying any product. This is the conventional decision process that is traditional. It is very important that the market representative study and master the decision process of consumers. There are various steps that are taken for deciding on the product. The marketer needs to be successfully sell the market by understand this process. There are five critical parts of the conventional decision process that are: Recognition of need, searching for information, Searching and testing the alternatives, Buying and Post evaluation of the process. The first stage is the recognition of need. When a client/consumer knows a special requirement that has not been addressed, that requirement will need to be met. There are two separate types of requirement identification system that clients/consumers usually apply. The first type of consumer is the one who decides to purchase a product only when the existing product does not live up to his or her expectations. There are aptly called the actual aspect clients. The second group of clients/consumers is the ones who need product out of want, not necessity. They are known as the desire aspect clients. This desire for them to have a –product actually fuels their decision making process. This type of consumer is very easy to convince during the marketing stage because there is an underlying desire that needs to be satisfied (Hawkin et. al, 2003, pp. 71-99).

The second stage is the information search stage. In this stage, the client or consumer has seen a product that may possibly suit his or her needs. There are now two search modes that can apply here: the inside search and the outside search (Robinson, 2008, pp. 22-224). An Inside search refers to the process where a consumer/client remembers all the past experiences regarding that need which he or she is trying to address. These past experiences are the foundation on which the decision process will be based. An outside search refers to the case where the client/consumer uses the environment around him or her as a reference point for making the decision. This may be the case where the person does not have sufficient knowledge or experience in the problem that needs to be addressed. Many buying decisions are conducted using a combined inside and outside search option. It is common for a client/consumer to undertake extensive research in those products that are expensive or which provide a very sensitive or high risk service. There will obviously be less research for those products that are more affordable and feasible in the purpose they serve. The searching mechanism for buying cosmetic products would obviously be different compared to buying a house. In the alternatives evaluation stage, the client/consumer has made a small list of the objects or services that cater to his or her specific need. Now the person will take into consideration the alternatives that are available for meeting their needs. The parameters for alternatives usually include brand, cost, quality and durability. These alternatives are compared with the already selected list of products (Robinson, 2008, pp. 22-224). The products that are viable are termed as the Evoked group. The inept group is...
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