Holiday decision-making: an adaptable and opportunistic ongoing process
Identify and discuss how holiday decision-making as described in the case, is different from the traditional problem-solving models of consumer decision-making
Holiday decision-making process is different from the traditional problem-solving models of consumer decision making. This is because holiday decision-making model does not require fixed sequential stages that are required by traditional problem-solving models. Administrative factors play an imperative role when deciding time and choice of holiday decision-making process (Schermerhorn & Osborn, ...view middle of the document...
Under this model, the consumers are keen information searchers and they carry out a serious research before settling down on a particular product (Weiss & Wenger, 2002).
Compare the information search process, as it is described here, with the search process that consumers might follow for one other product category. (E.g. a household appliance or a perfume)
The search process that consumer might follow for products category like household appliances and perfumes, is different from the information search process described in the case study (Zinkhan, 1992). Consumers follow a specific process where they evaluate a list of brands to figure out the product to select. This evaluation is carried out to ensure that the product can cater for the consumer’s particular needs. When evaluating the household appliance to purchase, the pre-planned decisions are usually given the first priority (March 2010). This is because traditional consumer decision-making process is not opportunistic but it is desire oriented. The search process strategies are made basing on the features and the category of the product. The knowledge of the product, preferences and the information a customer has about a product are the basics that a customer must use during the search process. According to the case study, the information search process in the holiday decision-making process is abrupt and it does not follow any criteria but it depends on momentary emotions and moods (Decrop, 2006).
Compare the decision process in the purchase of holidays with traditional problem-solving approaches to consumer decision-making process.
The decision process in the purchase of holidays is viewed as a circular ongoing process that begins with the making of decisions. As one holiday ends the holiday, decision makers involve themselves in making the next plans for next holiday. They evaluate various alternatives as they get new information and switch to the next plan. The decisions made by a holiday decision maker comprises of different time horizons, different decision-making processes and different formulas (Scott-Ladd & Marshall, 2004). Decision making process concerning the purchase of holidays is viewed as opportunistic and adaptable. This implies that even if holiday decision makers are willing to visit a particular place, they only seem to do so when an opportunity presents itself.
Therefore, opportunity and adaptability are recognized as the two main strategies on which holiday decision makers use to evaluate and decide about their holiday destination. Desires and needs of holidaymakers are directly connected to the choice of solutions and only simple decision rules are required regardless of their imperfection (Hersey & Blanchard, 2008). The decision process in the purchase of holidays is characterized by factors like selective processing, limited amount of processing, qualitative reasoning, and lack of evaluation of each alternative and non-compensatory rule. On the other...