Consumer behavior is the study of consumers and the processes they use to choose, use, and dispose of products and services. A more in depth definition will also include how that process impacts the world. Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry and economics. (Tim Friesner). This following analysis will point out the differences between holiday decision-making and traditional problem-solving model of consumer decision-making.
1. Identify and discuss how holiday decision-making as described in thecase, is different from the traditional problem-solving models of consumer decision-making
From the case study, decision making for holiday depends on many different factors. A Holiday decision-making model does not require fixed stages like the traditional one. The traditional require these steps: define the issue; gather information and facts about the subject; brain storm options and solutions; consider and compare between each options to see pros and cons; select best option. (Business ball). Holiday decision-making is usually influenced by situational factors, anticipation, nostalgia and daydreaming.
In holiday decision-making, the decision-makers do not want to investigate or analyze too deep about the location they’re going to visit. This is because they want to have the real adventure feeling instead of reading it online. Most of the information is collected during the trip and mostly are memory base. Meanwhile, the traditional decision-making, gathering information is very important and the information is viewed as the driving force. Consumers will carry out a very serious research.
Holiday decision-makers often prefer to travel unplanned. This is because they want to have the discovery feeling and the unexpected. So the information search would be less informative and purpose than the traditional one. The traditional decision-makers surely will search the information very