Consumer Decision Making

Consumer Decision Making

The above diagram assists in understanding the process consumers work through in deciding about taking a holiday. It is important to understand this process because it influences all stages of the previously discussed model, especially the marketing/promotion element.

Needs :
Going on a holiday allows people to take a break from their normal life, whether it’s restful idleness in scenic spots or extreme sports in challenging terrain, on their own, with a partner or friends, or in a large group.

Awareness :
Consumers may have a recognised or unrecognised need for a holiday. Promoting a holiday destination, product or service can help consumers recognise they need a holiday, then raise their awareness of the choices available.

Motivation :
If the consumer is positively aware of a destination, product or service they are more likely to be motivated to visit.

Planning/Decision :
Promotional information helps the consumer decide how to get there, and what they want to do.

Satisfaction :
If a product delivers what has been promoted, the consumer is likely to be satisfied and have a quality holiday experience, and vice versa.

Word of Mouth :
Consumers share their holiday experiences with friends, family and colleagues. Their word of mouth raises awareness of the destination, product(s) and service(s) with potential future consumers.