Student name: Nguyễn Đức Huy
Lecture: Mr. Hoang Anh Duy
Dr. Nguyen Thu Thuy
Date: 15th December, 2014
Phase 1: Individual Assignment
1. Identify and discuss how holiday decision-making as described in the case, is different from the traditional problem-solving models of consumer decision-making.
It is clearly that holiday decision making process is different from the traditional problem-solving of consumer decision-making. One of the main reasons is that holiday decision-making model is an ongoing and continuous process and it does not require fixed sequential stages. Furthermore, the administrative factor is always an imperative role which has a direct affect on deciding time and choice of holiday decision-making process. For instance, Anne (F, 41, family) said that it was not up to their decision, there are administrative factors that stand in the way at the moment. In addition, the other factors having an immense influence on the holiday decision-making process is level of involvement, situational factors, nostalgia, daydreaming and anticipation which are responsible for many deviations and change of mind. On the other hand, the difference of this model is that the decision-making process is sequential and structured. In this model, the customer need services or products which are identified and information search and other alternatives are evaluated. The customer often prefers purchasing a product or service after placing a purchase evaluation. In the traditional consumer decision-making, the method of information search is well structured and it is internal or external, while information collection process in holiday decision-making tends to be ongoing and it does not stop when the holiday has been booked. The information is collected during and/or just after the holiday experience. In addition, the holiday decision maker is a low information searcher with less intensive...
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