Consumer Behaviour While Choosing Holiday

Question: Describethe consumer behaviour while choosing holiday. Answer: Introduction Choosing a holiday has been never a simple task, rather it is a major consumption decision. There should be proper planning and research required for the holiday. Generally, it takes a lot of time in finalizing the decision. Choosing a destination is subject to many competing influences which are costs, duration, activities, accommodation, food, and transportation. Based on these criteria or factors, a person takes his or her decision (Presti and Raj, 2014). His decision-making process comprises of sequential steps of processes that he has gone through when opting to choose a holiday. But sometimes it is seen that his final decision often varies from the original one that was taken based on factors taken. This change in his decision is due to his behaviour or depends on his personality (Sigurdsson, 2013). This is called as Consumer Behaviour. Assessing and understanding this consumer behaviour is important and necessary for the success of any marketer who offers holidays to customers. Application of compensatory decision rule According to the survey by choosing a holiday every respondent has provided importance scores for his or her evaluation criteria which are going to help in choosing given options. A matrix is prepared for three respondents and they are Respondent 1, Respondent 4 and Respondent 5. Compensatory decision rule calculation = Summation of ((Evaluation Score / 100) * rating holiday option against each of the evaluative criteria) Please see the below three tables for calculations based on compensatory decision rule. Compensatory decision rule - Respondent 1 Her Score Matrix Holiday Option Rating Holiday option based on compensatory decision rule Option 4 Is this the destination actually chosen? No, Option 2 Explanation in change in decision As consumer behaviour and personality should be taken into granted, as he thinks of a different option. Some of her behaviour shown: He is Loves activities and enjoys new experiences and extroverted. He is Bachelor, or student and moody, can have new experiences in his life. As he is highly affiliated, so he has chosen Option 2 of his choice. Compensatory decision rule - Respondent 4 Her Score Matrix Holiday Option Rating Holiday option based on compensatory decision rule Option 4 Is this the destination actually chosen? No, Option 3 Explanation in change in decision As consumer behaviour and personality should be taken into granted, as she thinks of a different option. Some of her behaviour shown: She Loves activities and enjoys new experiences and strong believe in uniqueness. She is Bachelor and can have new experiences in her life. Her income also supports the Option3 instead of Option1 where similar activities and new experiences were available. Compensatory decision rule - Respondent 5 Her Score Matrix Holiday Option Rating Holiday option based on compensatory decision rule Option 3 Is this the destination actually chosen? Yes, Option 3 Explanation in change in decision Not required as she has made a decision according to the compensatory decision rule. Analysis of behaviour Exploration of consumer behaviour is focused straight on various areas and the procedures that contain individuals or groups that choose, use products, services, ideas, and experiences in order to satisfy their personal desires and requirements (Huybers, 2003). Exploration of consumer behaviours relating to choosing destination contains various factors like age, family, personality, income - Age- Age has been one of the most commonly used demographic features for holiday-maker market. Peoples standard of living, philosophy and behaviour change as they climb up in the ladder of age. They keep on learning and thus change their facts base. This influence has emotional impact the way a traveller chooses his destination. Gender- As consumer behaviour in choosing a holiday destination at a choice of individual reasons there is some sign to advise that there is, in fact, the comparatively little difference between the genders. Family situation- Family that includes more than one person; whether younger or older they choose holidays that meet the need of their family members. Income- The economic condition of a person has a significant influence on what a consumer wants and consider a holiday vacation out of the country it may not be possible due to financial condition. Promoting of income reliant on goods need to watch the habit in people income their saving and also the interest rate. Personality- People have same cultural and social background may be having different personalities and a different lifestyle. An individual personality can be described as the way of living which he shows up through the activities, his or her interest, and different opinion. People having a personality as an extrovert is more likely to go a vacation that involves interaction with other people and places like casinos, shopping complex, etc (Maniatis, 2015). For example, shown in the above table- Respondent 1 is young and full of energetic personality and he wants to explore new ideas and spent his quality time according to his own choice. Among the chosen respondents (explain in a section before), Respondent1 and Respondent2 have shown differences between their rankings of evaluative criteria and their choices of holiday destinations. These differences come due to their behaviour and personality. As Respondent1 is a student and he is very young, bachelor and loves new experiences so he has chosen the destination as Option 2 (Los Vegas). As Respondent4 loves activities and enjoys new experiences and strong believe in uniqueness so she has chosen the destination as Option 3. Recommendations Consumer behaviour is an attractive but not an easy subject to study. This statement is mostly applicable in the holiday business, where the decision to purchase by a consumer is of sensitive impact (Djeri et al., 2014). Consumers are subjective in their decision-making procedures by many inner and outer reasons and contributing factor when they choose their destination. According to learning and memory theories, an individual learns by performing, and learning point toward a change in a persons behaviour evolving from understanding (Pike, 2003). According to the learning theorist, most of the human behaviour is learned, and it takes place through the interchange of efforts, incentives, response, and strengthening. Based on learning theory the result of our action will shape how we act in future situations. When looking at the motivations to go for a trip, experienced and learning about the situation is likely to come back to enjoy new activities, or to experience new places. Tourists are interested in learning about the environment, discover new places in the world, relieve stress and enjoy with new people or spend quality time with their family and friends (Mustonen, 2003). For example, a person choosing option 1 as a destination place for a holiday if full of unique experiences in different cities and towns and enjoy the full trip with long duration and with relaxation time in spending accommodation in luxurious hotels. Conclusion Thus, we can say that how customer approaches, behaviour and awareness affect their choice when selecting a holiday destination. To be able to understand a persons attitude towards choosing a holiday destination, we need to recognize what lies behind the action, and the individual family conditions and physical characteristics. References Djeri, L., Armenski, T., Tesanovic, D., Bradi, M. and Vukosav, S. (2014). Consumer behaviour: influence of place of residence on the decision-making process when choosing a tourist destination.Economic Research-Ekonomska Istraivanja, 27(1), pp.267-279. Fraj, E. and Martinez, E. (2006). Environmental values and lifestyles as determining factors of ecological consumer behaviour: an empirical analysis.Journal of Consumer Marketing, 23(3), pp.133-144. Huybers, T. (2003). Modelling short-break holiday destination choices.Tourism Economics, 9(4), pp.389-405. Maniatis, P. (2015). 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