Consumer Behaviour
TRAVEL BEHAVIOUR
*TASK 1: Identify and analyse the decision-making units (DMU’s) for the two decisions made in the Case Study (Richard’s travel to Paris and Richard and Heather’s holiday plans):
A) Work: Richard usually travel from Paris to England and vice versa by plane and when he arrives at both airports he take a taxi to arrive at his destination. His friends are not in accordance with it because of the pollution. Heather, his girlfriend makes a purpose that consists in supersede the plane for the Eurostar train and the taxi for the metro.
DMU
-Initiator: Richard’s friends-because they identify the problem, which is the size of the carbon footprint he is creating.
-Gatekeeper: Heather-
-Influencer: Heather-because he is concerned about what Richard friends thought and had been making some research to solve the problem and convince his boyfriend.
-Decider: Richard-because he is the one that chose how to travel with fixed costs that the company establish.
-Buyer: the Company Richard is working in-because the introduction specifies that it is who pay and book the whole journey.
-User: Richard-he is the one that is working in Paris and living in London, so he need a cheap and feasible way of travel backwards and forwards.
B) Holiday: Heather thinks that Richard needs a break because he looks tired and stressed. He agrees but wants to travel only by plane but Heather is still concerned about what the friends will think about it. Then some days later, she explains him that her mum has booked and paid for a travel to Holland by ferry, followed by a canal cruise.
DMU
-Initiator: Heather- while she is looking for a solution for the above problem she realises that Richard is tired and stressed and she has the intention to propose him to take a holiday.
-Gatekeeper: Heather’s Mum
-Influencer: in one hand we have Richard that just want to travel by plane. And from the other hand we have Richard friends that keep being
*TASK 1: Identify and analyse the decision-making units (DMU’s) for the two decisions made in the Case Study (Richard’s travel to Paris and Richard and Heather’s holiday plans):
A) Work: Richard usually travel from Paris to England and vice versa by plane and when he arrives at both airports he take a taxi to arrive at his destination. His friends are not in accordance with it because of the pollution. Heather, his girlfriend makes a purpose that consists in supersede the plane for the Eurostar train and the taxi for the metro.
DMU
-Initiator: Richard’s friends-because they identify the problem, which is the size of the carbon footprint he is creating.
-Gatekeeper: Heather-
-Influencer: Heather-because he is concerned about what Richard friends thought and had been making some research to solve the problem and convince his boyfriend.
-Decider: Richard-because he is the one that chose how to travel with fixed costs that the company establish.
-Buyer: the Company Richard is working in-because the introduction specifies that it is who pay and book the whole journey.
-User: Richard-he is the one that is working in Paris and living in London, so he need a cheap and feasible way of travel backwards and forwards.
B) Holiday: Heather thinks that Richard needs a break because he looks tired and stressed. He agrees but wants to travel only by plane but Heather is still concerned about what the friends will think about it. Then some days later, she explains him that her mum has booked and paid for a travel to Holland by ferry, followed by a canal cruise.
DMU
-Initiator: Heather- while she is looking for a solution for the above problem she realises that Richard is tired and stressed and she has the intention to propose him to take a holiday.
-Gatekeeper: Heather’s Mum
-Influencer: in one hand we have Richard that just want to travel by plane. And from the other hand we have Richard friends that keep being