According to Lin (2008), consumers tend to behave differently depending on the nature of the product and industry of the business. In all the type of business the main concept is to understand how the consumers think, react to different issues, and feel about their products. Therefore, the businesses aim at doing their best in order to impress the customers. The way the customers respond or even react to their provided buying decisions what the organisations management uses to best understand the customers (Chen, 2009). This is what is referred to as the buyer behaviour, which should be well noted to avoid making of loses in a business due to low quality products that fetch less or no sales in the market. This essay tries to explain the consumer behaviour in the holiday sector.
The consumer buying decision process is a key factor that needs to be considered in any given business following that without customers the business cannot prevail (Seed et al, 2003). The consumer buying decision process is classified on the information problem-solving perspective because, it starts with the consumer desire and need that creates a problem within him and matures exploding o the outside world. This explains why CBDP is termed as the rational process of high involvement in the business; since it entail enticing the customers in the market in a high risk taking process (Lee & Chen, 2010). The two process are accompanied by decisions, that lead to the planning of holidays in one way or another not fixed by sequential stages.
The holiday decision making process is an ongoing process that takes place through out the year as long as the tourist have time to go for holidays and they have resources to spend at such holidays (Pelau, 2011). The main things that a family could include in their holiday budget could be the accommodation, activities that will take place during the holiday period, the transportation means that will be used and the place where the holiday will take place. The level of involvement should be considered in that, if one is highly committed in terms of job he can be in a position to go for a holiday. Final decision regarding the holiday needs to be made early together with the bookings of the holiday (Peterson & Merino, 2003). The information about the holiday does not necessarily stop when the holiday has been booked, while the information for other products has not stopped. The information search for holidays is less intensive and purposive whereas, the information for other products is said to be more intensive and less purposive (Lin, 2008). Most of the holiday makers are categorised as in the class of low information searchers, while for the other products information is provided in whole. The holiday makers are said not to prepare their trips in details and advocate for the unexpected serendipitous adventures whereas, for other products trips are well planned on good time to avoid any shocking news in the last minute (Lamb et al, 2011).
The holiday planers prefer unplanned holidays as planning every thing in advance is annoying, while other product prefer planning for their holidays in advance to avoid the last minute inconveniences as a result of low finances. They collect holiday information passively; since, they regard the information to be more memory based, while the other product collect their information as whole and they dot regard it to be memory based (Chelminski, 2003). The holiday decision making can be said to be adaptive and opportunistic whereas, for other products their decisions are not adaptive or even opportunistic. The holiday maker prefer simple rules which might not be much accurate, while the other products go for the best decision rules that are characterised high processing and not selective (Martin & Morich, 2011). The holiday planners have no enough time to evaluate each alternative that is provided to them before going for the holiday whereas, the other products are well planned for and evaluated in advance to the required satisfaction. The decision making process is challenged due to the fact that it is not well planned on time while for the other products the challenge of failing to plan is not known to them as they plan in advance (Perreault et al, 2014).
The implication of my findings if I were advising a manager of a holiday company is that I would advise him to include the emotional factors in his plan as people tend to plan and go for holidays following emotions that they are experiencing at the particular time. He should also put into consideration the different moods of people as this also contributes to people going for holidays. The manager ought to consider the destination of his business as people tend to relax in quite places outside town due to noise pollution. The manager should consider being real as people expect to see and experience real life situations, which tend to be fun and enjoyable. The manager should have alternative solutions to the challenges that he may be facing, while trying to make his customers comfortable and relaxed.
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