Analyzing Consumer Behavior in Choice of Holiday Destination

Contents
Introduction......................................................................................................................................1
Analyzing behavior using personality.............................................................................................1
Analyzing behavior using demographics.........................................................................................2
Recommendations and conclusion..................................................................................................3
References........................................................................................................................................5

Introduction
Understanding consumer behavior is an essential aspect of any business. This helps
organizations in gaining a deeper insight regarding the buying preferences and attitudes of
customers (Horner & Swarbrooke, 2016). There are several ways of understanding consumer
buying behavior including questionnaire, surveys or observation. There are several factors that
impact consumer’s buying behavior. This includes their cultural backgrounds, economic and
financial status, age, previous shopping experiences and several personalities attributes
(Jankingthong & Gonejanart, 2012). This report aims to understand the consumer buying
behavior of three individuals who are deciding between six holiday destination options. The
three people come from different backgrounds, financial conditions, personal responsibilities and
age groups. The first respondent is a 19 year old male from Australia. The second respondent is a
43 year old female from Canada. Lastly, the third respondent is a 51 year old male from China.
The six holiday destinations that have been mentioned include European countries (Spain, Italy
and France), Las Vegas, New Zealand, Hong Kong, Gold Coast and Barossa Valley. All the six
destinations are offering a different experience to its customers. The six options are even priced
differently.
Analyzing behavior using personality
Personality of an individual has a large impact on their buying behavior (Li, Li & Hudson,
2013). Personality is a combination of characteristics or qualities that form an individual’s
distinct character. Before understanding their behavior towards the holiday package, let us
understand their personality in detail. The first respondent is young, full of life, open to new
experiences and predominantly an extrovert. The second respondent is a married woman who is
careful, efficient and feels highly for the need for uniqueness. Her husband is the predominant
decision maker in the family and hence her need for power is high. She is very well educated and
can make informed decisions. The last respondent is an old male in his early fifties from China.
He is highly careful and very efficient. He tends to make careful decisions. He is a bit of an
introvert. The decisions in his family regarding holidays are made by his wife and sometimes
himself.