Faculty of International Education
Student’s name: VU MAI AN
Course: Intergrated Business
Hanoi, January, 2013
My name is Vu Mai An, student from class FB4B in Faculty of International Education in FTU. This is my assignment for the case study on Holiday decision-making, which is related to the lecture about Consumer Behavior. Consumer Behaviors (or Consumer Buying Behaviors) are the decision processes and acts of ultimate consumers/ end users involved in buying and using product. Due to the customer is part of the marketing environment, it is very important for marketers to understand the more personal and specific influences affecting consumers and the nature of the decision-making processes through which they go. However, a case study on holiday decision-making likely focuses on some current customers and how it is different from traditional perspective. The purpose of my assignment is to identify the similarities and differences between holiday decision-making and traditional problem-solving model of consumer decision-making. From that, some useful lessons could be drawn for manager marketing and promoting holidays. My report has 3 main parts:
1. The similarities and differences between holiday decision-making and traditional problem-solving model of consumer decision-making. 2. The comparison between the information search process in the case study and the search process that consumers might follow for one other product category. 3. Some lessons for managers marketing and promoting holidays.
To finish this assignment, I am so grateful Mr. Huy, who provided me knowledge and guided me wholeheartedly.
* The similarities and differences between holiday decision-making and traditional problem-solving model of consumer decision-making. Almost types of decision making process are affected by a number of other more complex influences, some of these relate to the wider marketing environment in which the decision is being made. Others, however, relate to the individual purchaser and therefore they will consider those influences emanating from within the individual such as personality, attitudes and learning. After researching and surveying numbers of customers, it can be found that holiday decision-making is clearly different from former marketing concepts. In traditional models, consumers are believed to be rational problem-solvers and logically and structurally making decision. Meanwhile in this case study, there are 27 interviewed Belgian households generally reported as adaptable and opportunistic decision makers. To be more specific, it responded to be an on-going process which was uncertainly fixed serial stages. In other way, all occurred desires no longer affect problem recognition and solution of customer needs, however, it still involve with a number of issues such as personal habits (holidaymakers). Moreover, following one of the interviewees in case study, it can not be denied that there are some problems have to be taken into consideration before a real information search process could be start. For instance, transportation, activities, organization, daydreaming, nostalgia and anticipation, etc might limit customer’s final decisions. Where psychological needs are involved, the problem recognition may be a slow dawning or may lead to a sudden impulse, when the consumer, realizing that the current position or feeling is not the desired one, decides to do something to change it through a purchase (Bruner and Pomazal, 1988). On the other hand, in traditional views, these above issues seem to be slightly observed and worry about. Customers still follow 5 structured and sequential stages in decision-making process without the internal or external factors that whether they make the decision or not. Another difference mentioned customer behaviors also...