Consumer Behaviour Report

This report analyzes and compares the 5-stage decision-making process with two other models (Nicosia and Howard-Sheth) in relation to consumer purchasing behavior, focusing on Thomas Cook's holiday packages. It critically evaluates the 5-stage model, highlighting its strengths and weaknesses compared to other models. The report includes a questionnaire and interview transcripts from two consumers, examining the influence of IT and communication technology on their decision-making process. Finally, it concludes with recommendations for Thomas Cook to improve its marketing strategies based on the findings.