Holiday Decision Making

Holiday Decision Making

Table of Contents
INTRODUCTION...........................................................................................................................1
ESSAY.............................................................................................................................................1
TRADITIONAL DECISION MAKING.....................................................................................1
CONCLUSION ...............................................................................................................................7
REFFRENCES.................................................................................................................................9

INTRODUCTION
Holiday decision making proved to be an ongoing process that was not necessarily
characterized by consumer buying behaviour stages and also does not stop once the decision is
being made. However, consumers makes a generic decision regarding whether or not to go on a
holiday and hence sometimes the generic decision made was irrelevant (Solomon, 2014). For
instance, a young family possess possible holiday plans such as they decide regarding
transportation, accommodation and activities. In the present study, traditional problem solving
approach to consumer decision making process is developed in regard to identify the
consumption pattern of individuals. Report also discusses the significance of traditional
consumer decision making and carry out detailed steps so that effective decision can be made in
order to attain desired results (Kardes, Cronley and Cline, 2014).
Consumer behaviour is the study being carried out in order to mental and emotional
processes and observable behaviour of consumers during searching, consumption and post
purchase of product or service. Therefore, it is essential for tour operators to identify the
traditional decision making process and successfully market the product to consumers (Close,
2012).
ESSAY
Holiday decision making involves consumers who have been traditionally portrayed as
rational and risk averse. However, consumer decision making has been presented from a problem
solving or information processing perspectives. Such models start from the assumption that any
consumer need or desire creates a problem within individual. Further, consumer undertakes to
solve that problem through deciding a course of action in regard to satisfy the needs of
individuals (Finlay, 2012). Therefore, decision making typically starts from need recognition,
information search, evaluation of alternatives, product choice or purchase decision making and
post purchase behaviour. At the time when individual is searching for holiday information tends
to be memory based rather than stimulate based. Individual always collect information in order
to decide the destination and thus identify the consumption patterns so that actual choice can be
identified (Huddleston, 2011).
TRADITIONAL DECISION MAKING
It involves five crucial steps of traditional consumer decision making process such as-
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 Need recognition and problem awareness- It is considered at the time when consumer
has identified a particular need or a problem that has been not met and requires to met
immediately. It involves two different style of need recognition present among consumers
(Cuculeski, Cuculeski and Taskov, 2015). Here, the categories of consumers are those
who choose a product as the present product that they are failed to carry out the function
efficiently. Such consumers are referred to actual buyers while there are another
consumers who just want to purchase the product because they desire for the same.
Hence, the desire becomes the trigger in their decision process (Almond and Verba,
2015). Altogether a consumer at this stage can be referred to as an consumer who
stimulate to make appeal of products.
 Information search- It is another step of traditional consumer buying behaviour wherein
consumer has already identified a product that will cater to individual's need. It involves
two types of searches i.e. internal and external search. For instance, the internal search is
when the consumer recollects their past experiences and makes it as the base of their
decision (Sparks, Perkins and Buckley, 2013). While, an external search is when the
consumer inquires the external environment factors for making buying decision. It is
because individual lacks in making sufficient experience of buying the products. Further,
consumer also tends to involve themselves in involve high risk so that best results can be
attained (Ayeh, Au and Law, 2013).
 Evaluation of alternatives- Further, consumer has identified a number of particular
product or service that will satisfy their needs. Here, the decision is made in relation to
identify the available potential alternatives on the basis of brands and number of
preferred criteria against which these products are assessed (Cantallops and Salvi, 2014).
 Purchase- It is the stage wherein the consumer actually purchases a particular product
after assessing the need, conducting the search and evaluating possible alternatives.
Further, consumers are normally identified to be making three different types of
purchases that are trial purchase, repeated purchase and long term commitment purchase
(Ritchie, Tkaczynski and Faulks, 2010). However, the trial purchase assesses that
consumers tries to evaluate a product or brand through using it first time. Repeated
purchase is a case of established brand loyalty wherein clients repeat purchase is done for
long term.
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