Consumer Behavior Report: Holiday Choice Decision Analysis

This report examines consumer behavior in the context of holiday choices, analyzing survey data from three respondents. It applies the compensatory decision rule to determine each respondent's preferred holiday option and compares these choices with their actual preferences, explaining any discrepancies. The report then delves into the theoretical underpinnings of consumer behavior, utilizing demographic, psychographic, and behavioral segmentation to explain the respondents' holiday decisions. Demographic factors such as age and family situation, as well as personality and lifestyle are used to differentiate the consumers. Finally, the report offers recommendations to marketers, focusing on improvements to holiday packages and segmentation strategies to better cater to consumer preferences. The report also highlights the importance of considering additional costs, attractive offers, and promotional strategies. The analysis provides valuable insights for marketers seeking to understand and influence consumer behavior in the travel and tourism industry.

Consumer Behavior
1. CONSUMER BEHAVIOR
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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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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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simple additive method will choose from compensatory decision rule so that highest rating
product leads to choose in comparison with other range of products and services.
 Respondent 1: respondent 1 indicates some points which need to considered by
marketer while choosing holiday package:
o Respondent 1 indicates that while choosing any location or destination, people
mainly revolve thinking around travel type, destination, and additional
expenses. It enables people to choose their desired locations so that they can
visit the most suitable place for a holiday.
o All sort of options is best for visit and spending holidays at different locations.
The best places for the tour are identified as Coastal Queensland with train
trip; Pacific drew cruise from Cruise and Rome explorer with bus and flight.
These options get the best weight as compared to other locations to visit.
o The best location and holiday destination for visitors is Hay River, Simpson
Desert & Outback Tag Along in Australia. It is the best place to visit and
considered as one of an emerging location from the world in comparison with
Disneyland, Rome explorer, etc. (Ruhanen, Whitford, & McLennan, 2015).
 Respondent 2: Based on an assessment of survey of respondent 2 indicates as follow:
o Respondent 2 has indicated that different type of traveling is chosen as the
most significant option of various people. Many people like to use cruise,
flights to reach the destination which maintains adventure of a holiday.
o Respondent 2 has found that maximum people want to visit Hay River,
Simpson Desert & Outback Tag Along for a visit. They want such a location
to visit as compared to other places.
o The type of visit is mainly chosen by the respondent, which include 8 night
Rome Explorer Summer 2019 = flight plus bus tour. 8 nights is required by the
company with a charge of flight and bus tour so that excitement gets
maintained for a longer duration.
 Respondent 3: Based on respondent 3 judgment, some factors lead to a discussion as
follow:
o The maximum score is given to the type of travel and destination while opting
any holiday. Such a rating indicates that the respondent chooses a different
kind of traveling for a holiday with a destination to visit. Like for cool
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summer, places leads to preference and, or for hot winter places needed to
visit.
o Different holiday gets distinct aspects which signify evaluation of holiday and
signify consumer decision as well. The major packages which were preferred
by the customers include 10-night pacific dawn cruise, 8 night Rome explorer
summer, and 10-night Disneyland California. These are the major options opt
by the consumer and considered as preferred locations.
o Hay River, Simpson Desert & Outback Tag Along gets the highest rank as the
best place to visit. It indicates that it is an emerging location for people to visit
and marketer needs to use relevant steps so that they can maximize the
popularity of such location.
All these things are helpful to assess the best places to visit with an evaluation of various
people context (Zhou et al., 2016). Hay River is considered as the best place to visit with 8
nights Rome explorer option. Many people indicate as well the type of traveling for a
holiday. A minimal difference is identified between people while choosing locations. All
three of them have indicated Hay River as the best option for a visit in any season.
Along with this, 2 out of 3 found Rome explorer of 8 nights as best package. All three of
them want different sort of traveling to maintain excitement and adventure for their trip. 2 out
of 3 want an attractive destination to visit for a long haul memory (Griffiths, 2018). Thus, a
minimum difference occurs between all respondents which simplify that their behavior and
pattern of thinking is similar.
Theoretical explanation of respondents behavior
Segmentation of customer is essential for marketer so that business can easily differentiate
their users (Deka, 2016). Segmentation is a process when business divides their entire
customer base into distinct frames so that marketer can target a relevant individual for their
products and services. The holiday is a simple thing but needs a lot of research to visit. Many
people visit different locations but proclaim a relevant assessment of the location.
Segmentation includes following elements while the select best place to visit:
o Demographic
o Psychographic
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o Geographic
o Consumer behavioral
Marketer of holiday’s packages needs to assess such options critically so that business can
define an appropriate location to visit. A clear difference is required between various
respondents so that marketer can choose the relevant option for promotion (Kotler, et al.,
2017). Theories of segmentation will be supported with ranks, choice of holiday, and various
theories. All three respondents belong to distinct age group as well. Proper comparison will
be defined as following with context of choice of holiday:
o The first respondent is 65 in age with a wish to travel with 2 people only. Respondent
always wants to get new experience and belong to Italy. Thus, a marketer can
differentiate the customers based on the demographic framework. A clear difference
is evaluated between the various people. All three respondents belong to different age
group. The second respondent is 35 in age and belongs to South Africa. The visitor is
ready to learn new things and experience so that they can gather information and
knowledge from various locations. The third respondent is 25 and indicates the
motivation with new places to visit and wish to encounter with people. He wants to
visit with his girlfriend and just passed 12th. Hence, the marketer needs to choose the
demographic option to differentiate their users properly.
o Another factor which has been considered by the marketer of location is the
psychographic framework. All of the consumers and respondents are differentiated
based on lifestyle, self-image, personality, attitude, etc. All three respondents belong
to distinct lifestyle framework due to the difference in ethnicity. Thus, their values
and pattern of living are also different from each other (Fotis, 2015). Therefore, the
marketing of products needs to get done as per the psychographic background. Like
65-year female needs different service similar to Italian values whereas 25-year
female need services as per Chinese aspect and values. This difference is required to
assess while differentiating users.
o One of the key factors which needs to be undertaken by the marketer while defining
the package of the holiday is the behavior of purchase. It includes knowledge,
attitude, rating, response, loyalty status, etc. to execute services. This factor is helpful
to assess similar sort of clients and users which make service delivery process more
convenient and appropriate. It is the best point to facilitate services due to the target of
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relevant people together (Kwek, & Lee, 2013). Based on the respondent’s response,
all people provided their response for Hay River and Rome Summer Explorer. It
signifies that all of them belong to similar nature and background, which make their
work easy to differentiate all customers.
This analysis is helpful for holiday providers to define their package for various clients.
Segmentation approach is helpful to differentiate all customers from each other. Maximum
respondent's nature, behavior, thinking are similar to each other, which make work of holiday
providers easy (Cho et al., 2017). Like maximum respondent wants to visit Rome and
Australia. These two are the best options for a visit with type traveling and destinations.
Hence, such factors are needed to assess properly while design packages for a visit. All such
packages are required to assess properly by the marketer.
6. RECOMMENDATIONS
Based on the provided survey, some suggestions lead the marketer to choose amongst some
great options to render services. A precise estimation and evaluation of every single
recommendation are essential so that holiday packages become more appropriate (Polo Peña
et al., 2016). It also helps in assisting marketer in proclaiming some relevant improvements in
other locations as well. It will provide benefit in the future by supporting the economy of
various locations of the world. The marketer needs to work on these suggestions for efficient
service delivery. The recommendations are mainly provided for Disneyland which includes
package of 10 night Disneyland California Holidays= flight + accommodation +theme parks
pass:
o The first thing on which Disney land needs to work is an additional cost. Many people
do not choose Disney land as a significant location due to maximum additional
charges like 1-day admission ticket to Lego land, a ticket to the sea world, etc. Disney
land theme park has to cut off such additional charges so that they can attract
maximum users (Smith et al., 2016, July). The most likely aspect is attractive aspects
of Lego land, Sea land but due to high fares, many people not recommend it. Hence, it
is a major recommendation on which marketer need to work for enhancing the
popularity of Disneyland again.
o The customers who proclaim such packages mostly are those having children. Many
people want to visit Disneyland with their kids. A proper segmentation approach is
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utilized by the marketer and uses some attractive aspects to maintain the memory of
kids (Hungenberg, et al., 2016). Hence, it is suggested to provide some attractive
package like provide one plus one offer to children. The marketer needs to provide
one free trip to Sea land with a package of 13 days. A trip is required to provide the
bus facility as well to facilitate a proper holiday. 13 days of free passes are needed to
flow for Disneyland users.
7. CONCLUSION
It gets concluded from the above aspect that the survey needs to be assessed properly to
choose the best place to visit. Appropriate holiday locations have been evaluated with a
survey with a gather of various respondents' responses. It has supported to underpin the
evaluation of the best sort of holiday, with a suitable location to visit and most attractive
option. Compensatory decision rule has supported to underpin the best option from distinct
ones. Segmentation approach has been utilized to determine various users and their pattern of
thinking. A clear difference has supported to understand customers properly and proclaim
relevant decision about them. With the assistance of recommendations, a marketer can
improvise various things at Disneyland.
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8. References
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context of holiday travel (Doctoral dissertation, Bournemouth University).
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Ruhanen, L., Whitford, M., & McLennan, C. L. (2015). Indigenous tourism in Australia:
Time for a reality check. Tourism Management, 48, 73-83.
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