Influence of Marketers on Consumer Decision-Making Process

Consumer Behavior and
Insights
Table of Contents
Introduction 3
Conclusion 12
References 13

INTRODUCTION
TUI Group is the Anglo German multinational company which is dealing in the travel
and tourism sector as well. TUI stand for touristik union international and it is an tourism
company which is providing the services all over the world. Company was founded in the 1923
and it is providing the service of the travel agencies. The company is one of the finest tourism
company which has owned the five European airlines as well. Report consist of the decision-
making process of the consumer and the importance of the decision-making ability of consumer.
Different approaches and methods of research are discussed in the report. The different stages of
the decision-making process is included in report. The report want to provide the knowledge to
the students regarding the consumer making process and decision-making process of the
customer. This knowledge would provide the students with the theories and approaches which
would influence the consumer decision-making process (Wang 2017).
LO 1
LO 1
P1 Stages of consumer-decision making
Problem recognition
This is the very first stage in consumer decision making process under which the
consumers first comes to know about the need which they want to fulfil. In this stage, consumers
come across some form of problem and realizes that there is requirement of a need in order to
satisfy the problem. For example- While deciding to travel, the first problem which consumers
encounter is to stay at the required destination. This problem for staying makes them aware of
need to book the hotel. Thus, in this case TUI can provide an effective solution to their
customers by providing them with the range of hotels (Oke and et.al.,2016).
Search process
This formas the second stage in consumer decision making process where after
recognizing the specific need, consumers begin to search for the various alternatives that will
satisfy their need and thus will make them free from problem. Basically, the search for various
products and services which will fulfil their need. For example- in order to fulfil the need to stay,
consumer will begin to look for various hotels and tour operator providing the great hotel deals
in the package. Here TUI will come to know about the customers looking for hotels through the
SEO and thus can approach them by contacting with them.

Information gathering
This is the third stage of consumer decision making process wherein consumers begin to
gather the information about the product or service which will satisfy their need. They collect the
information through various sources like internet, newspaper, magazines which helps them in
effective decision making. For example- While looking for hotels, customers will gather
information on the hotels which provide great quality services at affordable price thus they will
collect information on various hotels. TUI here can make their website more innovative which
will make it convenient for customers to easily gather information about their packages, prices,
services etc.
Evaluation
In this stage, once the information is being collected about the product or services
consumers evaluate that by comparing it with other alternatives. In other words, here customers
makes a comparison between various alternatives to take effective decision. For example- After
gathering information on hotels and tour operator, customers will compare the prices and other
aspects of that company and hotel with other tour operator. Like they will compare the package
price or the quality of services hotel is offering (Ewerhard, Sisovsky and Johansson, 2019). Here
TUI can persuade the customers by clearly comparing the services provided by them with other
tour operators. It can show customers the various services provided by their hotels online and
thus can convince them by comparing with other hotels.
Purchase decision
This is the last stage of consumer-decision making within which customers finally decide
whether to go with the product or not. Here, customer makes final purchase decision after
evaluating various alternatives. For example- Customer decide go with the hotel which TUI is
providing in holiday package as it is offering great services at reasonable prices. Thus, in this
case TUI can maintain a regular contact with their customers to assure that they have taken right
decision by choosing their company.
P2 Importance to understand Consumer-decision making process
Consumers are basically the main asset for any organization which forms core of the
business. The primary and foremost goal of any organization is to fulfil the needs and demands
of consumers and thus satisfy them by going beyond their expectations. This is only possible
when organizations have well-through strategy for examining the needs as well as demands of