Consumer Behavior

Consumer Behavior
1. CONSUMER BEHAVIOR
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Consumer Behavior
2. EXECUTIVE SUMMARY
Survey has helped a business or any aspect of growing. Surveys provide a clear explanation
about the element for a company to ascertain success. Respondents offer their views and
perspectives so that marketer can take appropriate judgment. The compensatory decision rule
is helpful to draw relevant decision about a project so that marketer can make maximum
efforts. With the use of proper approach and theories, customers segmented adequately so
that business can divide users effectively. The recommendation is helpful for a marketer to
improvise some deviations and differences properly for growth and success.
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Consumer Behavior
3. CONTENTS
2. Executive Summary...............................................................................................................2
4. Introduction............................................................................................................................4
5. Application of compensatory decision rule and the results for each respondent; analysis of
behavior......................................................................................................................................4
 Compensatory decision rule.......................................................................................4
 Theoretical explanation of respondents behavior......................................................6
6. Recommendations..................................................................................................................8
7. Conclusion..............................................................................................................................9
8. References............................................................................................................................10
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Consumer Behavior
4. INTRODUCTION
Consumer behavior represents attribute, nature, and aspect of the user for purchasing
particular products and service. The consumer is referred to as "God" in business as they
modify every single element of an organization. It mainly includes assessment of customers
and groups so that individual needs lead to satisfying (Müller, et al., 2018). This project is all
about the assessment of holiday choice of 3 different people and the factors which may
influence their judgment. 5 surveys will be selected which clearly define decision about
holiday options. A compensatory decision rule will be utilized with the context of a decision
matrix with the reason for choosing such holidays. A precise evaluation will be discussed
with the use of theories of segmentation. Recommendations will be adequately reflected so
that marketer can select the relevant location of the holiday.
5. APPLICATION OF COMPENSATORY DECISION RULE AND THE RESULTS
FOR EACH RESPONDENT; ANALYSIS OF THE BEHAVIOR
Compensatory decision rule
The compensatory decision rule is assessed as the process where a user mainly evaluates and
differences the product, alternatives from other to choose good characteristics compensate for
bad products or services (Li, et al., 2017). The compensatory decision rule is mainly revolved
around a simple additive method and the weighted additive method. Simple additive method
refers to the process where the user chooses such product and service, which indicate a high
rating. On the other hand, weighted evaluation of the product is categorized based on weights
to add importance for a product and service (Zhou, et al., 2018). The selected respondent for
the compensatory decision rule mainly includes an aspect of:
 Respondent 1
 Respondent 2
 Respondent 3
Similar sort of questions leads was asked to every single individual. All of them have
provided their views and attribute in the context of a better decision-making process. A
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