Holiday Decision-making
Phase 2 Assignment Brief
Consumer Behaviour and Holiday In this task you consider how consumers approach making decision. You look at some of the theoretical approaches in this area and apply them to the purchase of a holiday.
Learning Objectives The project will help you: • To recognise the concept of the business organisation operating within the parameters of a changing external environment. • To describe a range of theories related to consumer buyer behaviour and their role in analysing markets • To appraise your own and others' motivation in the light of a range of theoretical perspectives of how people behave in groups and organisations
The Task Read the case study and answer the questions set at the end. The best answers will show most or all of the following: • An understanding of relevant consumer behaviour theory • An ability to apply this theory to the purchase of a holiday • A careful reading and understanding of the case study provided • An ability to go beyond repeating what is provided in the case by analysing it in relation to the questions set • Well-structured, logical answers to the questions posed • Accurate and complete referencing • Answers directly addressing each of the three questions set
Resources
You have the following help available: • Lecture slides and your notes from the consumer behaviour lecture in Week 10. • The chapter on consumer behaviour in the textbook • The additional notes provided with this case • Lecture slides on writing case study answers • Lecture slides on referencing
Submission Details You hand in a hard copy at the start of your first pod session in Week 12 (the first after the Lunar New year break)
A Case study on holiday decision - making
Decision-making: an adaptable and opportunistic ongoing process Adapted from a case study by Alain Decrop, University of Maumur, Belgium in Consumer
Consumer Behaviour and Holiday In this task you consider how consumers approach making decision. You look at some of the theoretical approaches in this area and apply them to the purchase of a holiday.
Learning Objectives The project will help you: • To recognise the concept of the business organisation operating within the parameters of a changing external environment. • To describe a range of theories related to consumer buyer behaviour and their role in analysing markets • To appraise your own and others' motivation in the light of a range of theoretical perspectives of how people behave in groups and organisations
The Task Read the case study and answer the questions set at the end. The best answers will show most or all of the following: • An understanding of relevant consumer behaviour theory • An ability to apply this theory to the purchase of a holiday • A careful reading and understanding of the case study provided • An ability to go beyond repeating what is provided in the case by analysing it in relation to the questions set • Well-structured, logical answers to the questions posed • Accurate and complete referencing • Answers directly addressing each of the three questions set
Resources
You have the following help available: • Lecture slides and your notes from the consumer behaviour lecture in Week 10. • The chapter on consumer behaviour in the textbook • The additional notes provided with this case • Lecture slides on writing case study answers • Lecture slides on referencing
Submission Details You hand in a hard copy at the start of your first pod session in Week 12 (the first after the Lunar New year break)
A Case study on holiday decision - making
Decision-making: an adaptable and opportunistic ongoing process Adapted from a case study by Alain Decrop, University of Maumur, Belgium in Consumer