Book Report on "Buyer Behavior"
Book Report 10 pages (2900 words) Sources: 20
[EXCERPT] . . . .
Consumer BehaviorThe transition of viewing travel marketing from a traditional marketing standpoint to one dominated by psychographics and its implications on managing expectations is revolutionizing this industry. This analysis interviewed three travelers with significantly different expectations, need and preferences, and used the concepts obtained from the research completed to define a framework of using an integrated marketing communications (IMC) strategy for addressing those requirements. Meeting and exceeding expectations of travelers' from psychographic standpoint matters more than targeting them based on demographics. That is a key lesson learned from this research.
The decision-making process consumers use to define which of several vacation alternatives are the most attractive to them is much more of a trade-off process than it appears to be from the surface. The intent of this analysis is to evaluate how consumers intermediate and make trade-offs between different alternatives for vacation destinations, relying on consumer behavior principles used as a conceptual framework. This is the first objective of the study, followed by evaluating the internal factors of perception, motivation, learning, attitude and personality characteristics that influence the behavior of consumers over the long-term. The role of emotions in purchase behavior and the suitability of the models discussed in this paper to practitioners devising and executing strategies is also evaluated. Putting all of these objectives into the context of purchasing decisions of three consumers and their decision making process with regard to six different vacation destinations has been completed as part
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1.0-6 Holiday Destination Options
In devising a methodology to capture the wide variation in how consumers view different destinations, the following six locations have been chosen. These represent the wide variation in adventure, education, and leisure holidays people are most likely to consider as exceptional experiences and therefore worthy of investing a larger amount of spending on. Each of these experiences is briefly described below as they were to the three respondents who assisted with completing this research.
1.1 Cruise-Alaska Luxury
The underlying psychographic needs that motivate consumers to choose one travel experience over another have abundant evidence in the cruise industry globally (Ratcliffe, 2001). From those middle aged cruise enthusiasts who seek the cruising experience as an opportunity to kick back and relax from their hectic lifestyles, to the senior citizens who perceive cruises as a means to stay connected with other retirees and share companionship as they travel to fascinating areas and learn new things (Ratcliffe, 2001) cruising psychographics have become well aligned to specific age groups globally. The breakout success of the Disney Cruise Line and its efforts to attract younger families has been successful as the company has successfully defined the experience of being onboard as an extension of being in a Disney park. Psychographics-based research has been in place nearly a decade in the area of cruise vacations and experiences (Litvin, Kar, 2001). Results indicate that senior citizens dominate this sector due to the unmet needs they have for companionship and affiliation, needs which younger travelers have met daily in their careers and families. A secondary component of these cruises from a psychographic perspective is the opportunity that senior citizens seek rewards or relaxation after raising their children and getting them through college (Ratcliffe, 2001). Combined with the need for companionship and the opportunity to learn, cruising is considered to be one of the more socially oriented travel experiences people engage in and as a result often attract senior citizens and those outside of the daily pace of society.
1.2 Camping/Caravan
The adventure inherent in camping and caravan travel, in addition to the next two of Thailand diving, Japan skiing and European scenic travel all are aligned with a completely different series of psychographic needs compared to the Alaskan cruise. Often the psychographic needs of those that participate in camping and caravans are oriented towards making memories with their family (Phillip, 1983).
1.3 Thailand Diving
The ability to afford diving trips is seen by many peers in the travel community as a luxury, and with the costs of hotels, travel and the rental of a diving boat, it can be well over $5,000 U.S. To complete a trip. The affluence that is connoted by being able to travel to a remote region of the world, for example Thailand has psychographics that are comparable to being able to afford an Alaskan cruise as well (Ratcliffe, 2001).
1.4 Japan Skiing
Skiing in Japan is highly unique and requires an entirely different psychographic and mindset definition compared to other destinations. Skiing connotes mastery, skill and to be good at it, it often requires an extensive amount of time. Skiing in Japan also requires the traveler to be in reasonably good to excellent physical condition, therefore this activity is best aligned to younger, thrill-seeking travelers who may be constrained on their budgets but not on their desire to experience highly unique vacations. This is one destination that has exceptional experiential value as skiing in a nation which such a different culture is going to be an exceptional experience overall as well (Pine, Gilmore, 2008).
1.5 Europe -- Scenic
One of the most frequented destinations globally, Europe provides each member of the respondent base of this study with a unique travel experience and the flexibility to define their own travel itinerary based on their budget, timeframes, interest, needs of adventure, affiliation or companionship or solitude. Travel through Europe has also long had aspirational value for students and also for the retired who again see this type of travel as a reward for their raising families and working hard to support those (Buhalis, 2002). As a result the psychographics of this specific market are significantly different than all the rest as the location appeals across a broad spectrum of travelers.
1.6 Japan Shopping
Psychographics of aspirational shoppers and those that like to barter and seek out discounts are most drawn to this type of holiday (Martin, 2004). As a result this is often packaged as part of tours of entire shopping districts as is often the case with discount marts and locations throughout Tokyo and the larger metro areas.
These were the six locations included in the methodology and then compared across five attributes in the following matrix, insights are gained into how to best serve them and provide the best possible experience (Pine, Gilmore, 2008).
2.0 What the people looking for their holiday
The intent of the following table is to define the evaluative criteria used for deciding between each of the six vacation destinations included in this analysis. The constraints of time and cost are also included in this analysis.
Cruise-Alaska Luxury
Camping / caravan
Thailand diving
Japan skiing
Europe - scenic
Japan shopping
Weather
Temperate, summer or autumn preference; tolerance for slight cold in late Sept.
Widely varies from summer conditions and high humidity to sun; rain at times
Very warm and humid; makes the water temp great
Chilly to very cold; Northern Japan gets over 30 inches a snow a season
Mostly completed during the summer months; takes place all year long however
Deal shopping and also aspriational vacationing
Adventure
Moderate to low; nothing too strenuous or risky.
High; there are plenty of uncontrollable factors in camping including wildlife
Very high; can encounter sea animals and wildlife
High; skiing is a peed sport and requires skill to enjoy
Medium to Low; on tours all is pre-arranged.
Medium to Low; a little sightseeing but mostly in shops
Relaxation
High; time to watch the coastline of Alaska go by and hear naturalist seminars and programs
Moderate to low; for parents there is the constant focus on children's health and safety. Stressful for those not familiar with the outdoors
High; away from the many communications tools society relies on… READ MORE
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How to Reference "Buyer Behavior" Book Report in a Bibliography
“Buyer Behavior.” A1-TermPaper.com, 2010, https://www.a1-termpaper.com/topics/essay/consumer-behavior-transition/8994497. Accessed 4 Oct 2024.
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