Extensive decision-making process – consumer behaviour Essay Sample

1 Introduction

This study has been prepared to analyze the many elements of EKB’s consumer determination theoretical account ( as shown in Figure 1. 0 ) in relation to consumer behavior. The focal point of the consumer determination theoretical account is to heighten the apprehension of the many procedures undertaken whilst set abouting a high engagement purchase. hence supplying a theoretical model of finding and warranting consumer behavior.

The theoretical account was applied in context with our determination to buy a vacation to Vanuatu. as this type of purchase is best suited to an extended decision-making theoretical account ( Sheth & A ; Mittal. 2004 ) . The assorted facets of the theoretical account are explored utilizing the cognition gained during our research into assorted beginnings for this peculiar vacation. Recommendations based on our experience and researches have besides been considered in this study. in order to ease farther betterment in the overall extended decision-making procedure.

Figure 1. 0- EKB’s theoretical account of consumer behavior ( Poulos. 2001 )

2 Analysis

Whilst buying a complex good/service many ideas and processs are undertaken. and in order to analyze this pick an appropriate consumer determination theoretical account is required for it to develop and thrive. The consumer determination theoretical accounts provide conceptual frames of mention that logically indicate the interrelatedness of variables for research intents and besides aim to give an apprehension of what happens as variables and fortunes change ( Erasmus et al. 2001 ) . The use of EKB’s consumer determination doing theoretical account has allowed us to go more perceptive when set abouting this complex purchase. The theoretical account under analysis is a conventional representation of the phases of the purchasing procedure ;

2. 1 Need acknowledgment

The tenseness caused by the difference between existent province and coveted province ( Schiffman et al. 2001 ) . Our demand acknowledgment for a vacation was triggered by psychological factors including ennui. demand for alteration. independency. researching different the universe & A ; spread outing of our cognition to a more planetary position.

Drawn-out determination devising

Drawn-out determination devising ‘occurs when the hunt is extended and deliberation prolonged’ . It is besides common for purchases that have high hazards involved. such as dearly-won investings ( Sheth JN & A ; Mittal B. 2004 p. 285 ) . Hence. our vacation to Vanuatu can be classified as being in this
class due to its high costs and extended hunt conducted for assorted information sing air hoses and adjustment.

Need recognition’s chief three facets that our theoretical account covered were ;

2. 1. 1 Environmental influences

These influences are made up of a buyer’s societal context together with situational influences ( Evans et al. 1996 ) . The elements which well played a function in our demand acknowledgment of a vacation were civilization. societal category. personal influence. household and state of affairs. We all are university pupils of in-between category working households. which have been brought up with an Asiatic background influence. Being university pupils. mid twelvemonth interruption is a great chance to go and observe our consequences from the old semester.

2. 1. 2 Individual differences

Need acknowledgment can be said to hold been determined by buyers’ single differences and their societal context together with antecedent experience ( Poulos. 2001 ) . Our resources. motive. engagement. cognition. attitudes. personalities. life style and demographics were the chief factors in this facet of demand acknowledgment. We were all motivated and excited about the whole thought of a vacation. which lead to our engagement in researching and lending our past cognition. Having a high instruction degree and life in urban environments. harmonizing to Evans. Moutinhou and Van Raaij ( 2001 ) lead to outlooks of us being able and willing to treat more information. experience less information overload. and utilize more complex determination regulations.

2. 1. 3 Memory

Memory is considered to be antecedent experience with the service. In our instance the inexpensive flight advertizements triggered off our memory of past friends and household which have travelled in their semester interruption and besides of their traveled finishs.

What our theoretical account failed to analyze were the situational influences ;

2. 1. 4 Situational influences

Situational Influences are fundamentally the grounds behind a consumer purchasing behavior ( Quester et al. 2004 ) . Influences such as societal milieus can hold an impact on a purchase determination ( Neal et al. 2004 ) . For illustration. when we were asking at STA travel. the interaction between the staff and client was informal and created an ambiance where we felt welcomed and relaxed.

On the other manus. the societal surrounding of Harvey World Travel seems rather formal and staff seemed rather pushful and disinterested which made us experience uneasy and hence we decided non to buy the vacation from this peculiar travel bureau. Besides at Harvey World Travel. antecedent provinces such as the current temper we were in besides impacted on our overall purchase determination ( Quester et al. 2004 ) . We were rather tired and Moody from University doing us to project a speedy disfavor to the general societal and unfriendly ambiance that we were presented with.

The physical milieus of the purchase point is besides really of import ( Quester et al. 2004 ) . The service flower stalk of a travel bureau does impact client’s perceptual experiences of the peculiar bureau and impact on buying behavior ( Hoffman & A ; Bateson. 2002 ) . At STA Travel. the booklets were widely available to clients to merely pick up from environing shelves and the unfastened program offices implied a respectable/friendly workplace. In comparing. at Globeoz Travel which was a private travel bureau. the physical visual aspect of the shop was non as appealing with booklets kept behind the travel agent’s desk ; environing walls were wholly au naturel hence giving us the perceptual experience of an uncomfortable ambiance.

Situational influences can besides intend unexpected situational alterations ( Neal. Quester & A ; Hawkins. 2004 ) . which we besides experienced. A premier illustration would be our unexpected alteration in air hoses due to fiscal grounds and client trueness to a certain air hose trade name. We were originally be aftering to wing with Air Vanuatu on recommendation of our travel agent ; nevertheless one of us mentioned that they had some frequent circular points on Qantas’s Customer Loyalty plan. Hence. we wanted to salvage costs and besides see the quality of this well known air hose.

2. 2 Pre-purchase hunt

When a consumer perceives ‘a need that might be satisfied by the purchase and ingestion of a product’ they conduct an information/pre-purchase hunt ( Schiffman et al. 2001 p. 524 ) . in order to see possible purchase options or have an evoked set ( Hoffman KD & A ; Bateson JEG. 2002 ) . In order to look for the suited merchandise in order to fulfill our demands an information hunt was conducted utilizing three methods ;

Internal Search

External Search

Exploratory Search ( Neal et al. 2004 )

Since. the vacation we are be aftering on buying is a extremely involved merchandise ; all three of these hunts will be utilised in order to do an informed purchase determination ( Poulos. 2001 ) .

2. 2. 1 Internal Search

An internal hunt is based on the consumer’s past experiences and memories of a peculiar merchandise. The past experiences and memories from personal contact such as friends and household may besides be other beginnings of an internal hunt ( Hoffman KD & A ; Bateson JEG. 2002 ) . In the instance of buying a vacation to Vanuatu. old travel experiences with insurance trades and specific air hose may act upon the concluding determination. However. if ‘a declaration is non reached through internal hunt. so the hunt procedure is focused on external stimulations relevant to work outing the problem’ ( Quester et al. 2004 ) . In the instance of a extremely involved purchase. external beginnings should be sought to derive more cognition about the purchase ( Kotler et al. 2006 p. 89 ) .

2. 2. 2 External Search

The external hunt is mostly dependent on ‘previous cognition and experience of the consumer. the sensed hazard involved in the determination ( Refer Appendix 1 ) and other information related to the information itself’ ( Schiffman et al. 2001 p. 524 ) . Hence. in the instance of buying the vacation. Vanuatu was a wholly new vacation finish for us ; therefore we had to set about a thorough external hunt. This type of hunt is usually done to roll up new information ( Hoffman KD & A ; Bateson JEG. 2002 ) . In the instance of our vacation to Vanuatu. the external beginnings consulted included travel agents to obtain different quotation marks. the cyberspace. travel books. travel exhibition and booklets about the finish.

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It must besides be realised that ‘the initial internal hunt by and large produces a set of ushers or determination restraints that limit external search’ ( Neal et al. 2004 p. 89 ) . In the instance of the vacation. our internal hunt found that we preferred to wing with Qantas air hoses. this was due to us being members of the Qantas Frequent Flyers. This wages system allowed us to gain one Qantas Frequent Flyer point per stat mi travelled on Economy flights. As merely 5 air hoses travelled to Vanuatu including ; Qantas. Air Tahita Nui. Air Vanuatu. Air Calin and Air New Zealand. of which merely 2 were portion of the Qantas Frequent Flyer Reward System. Therefore when nearing the external beginning of a travel agent we merely enquired about possible Qantas flights to Vanuatu. Amongst the assorted external beginnings used. the most effectual would be the travel agent. as personal communications with the agent proved to be more enlightening than other generic beginnings such as booklets etc.

2. 2. 3 Exploratory Search

An explorative hunt is non common amongst most purchases as it is done to non merely get extra information about a merchandise but because the procedure itself is enjoyable ( Neal et al. 2004 ) . Most explorative hunts can be triggered even where there is no job acknowledgment ( Neal et al. 2004 ) . However. in the instance of buying the vacation. some explorative hunts were done through reaching assorted travel agents and merely finding pleasance about larning more about Vanuatu.

2. 3 Information processing

Groking and accepting the information gathered and retaining relevant informations as the “evoked set” . This determination was seen to be of high economic. functional. clip and societal hazard due to the uncertainness that we faced with the unforeseeable effects & A ; no ancestor experiences. As the sum of information we obtained increased. uncertainness was reduced every bit good as the perceived hazard ( Furukawa et al. 2001 ) . It has four stairss: exposure. attending. reading and keeping.

2. 3. 1 Exposure

The intent of exposure is to guarantee that the selling offering is in the right topographic point for the mark market to hold entree to it. at least potentially ( Evans et al. 1996 ) . STA travel had used promotional media and distribution channels to their advantage in offering complementary services to us with our pupil flights such as ; the International Student Identity Card. airdrome transportations and besides travel insurance. STA had understood that exposure to advertisement in their travel finish booklets is a basic demand for them to make their consumers and potentially change their cognition. attitudes or behavior.

STA Travel besides offered us an International Student Identity Card which would do us eligible to many nest eggs on airfares. adjustment. amusement. museums. nutrient. apparels. films and much more. This chance was difficult to go through up for a low cost of $ 18. The benefits foreseen would be instantly reaped with us being officially eligible for pupil menus. This card would be valid in many different states leting us to entree over 36. 000 price reductions worldwide. it would be valid from one twelvemonth of the day of the month of travel ( STA Travel. 2006 ) .

As we are pupils. we were seen to be monetary value witting travelers on a tighter budget than households when it came to go insurance. We were looking for a travel insurance that would give us a sensible degree of screen on medical. cancellation. personal liability and baggage. The comprehensive insurance looked a small over the top and expensive. Therefore we went for a safe. yet low-cost travel insurance. the Travel Lite Insurance option. It would be us merely $ 63. 20 with our ISIC cards. We would be able to lodge claims 24 hours a twenty-four hours. 7 yearss a hebdomad from abroad. within Australia and when we returned home. Mention to Appendix 2 for the Travel Lite Schedule of Benefits

2. 3. 2 Attention

Regardless of the selling offering being strategically placed in the right topographic point. there is no warrant that the market will see it ( Mowen JC & A ; Minor M. 1998 ) . We could hold wholly ignored the travel brochures we were given. As consumers we scanned the booklets to see if there was anything interesting or worthwhile seeing when the travel insurance and ISIC card came to our attending. The three inquiries that went through our heads were ;

Is there anything interesting?

Is it of import?

What is the value?

We found that the usage of coloring material was one technique that was used in order to derive our attending. Other techniques included the place and size of the intended messages.

2. 3. 3 Interpretation

Once attending is gained. the message/offering should be perceived and understood in its intended mode ( Evans et al. 1996 ) . It is in this phase that we drew information from the complex psychological science of our perceptual experiences. We found that our reading of the complementary services being offered were based on our outlooks and demands. We farther enquired about the services offered with the travel agent and she noticed our involvement and included this in the citation for our vacation.

2. 3. 4 Retention

Retention is concerned with guaranting that the complementary services are remembered. For us. the keeping of the complementary services was provided in the citation of the vacation as a changeless reminder. in a manner doing it a travelling bundle. We were besides given a specific booklet in respects to these services.

2. 4 Evaluation of options

The procedure named rating of options is about how the consumer processes information gathered during the hunt procedure. to get at a concluding purchase pick ( Kotler et al. 2006 ) . Consumers by and large use two types of information in this procedure. The first being the evoked set of trade names and second is the standards used to rank each trade name and how this standard is chosen ( Schiffman et al. 2001 ) . This procedure can besides be influenced by factors such as ‘attitudes of important others’ and ‘unexpected situational factors’ ( Kotler et al. 2006 p. 167 ) . In the instance of buying the Vanuatu Holiday. all of these theories came into application.

2. 4. 1 Awareness. Evoked & A ; Consideration Sets

When sing a purchase. consumers seldom have every possible trade name in head. alternatively a ‘select subset of brands/suppliers’ are considered ( Refer Appendix 3 ) . This is known as the consciousness set ( Sheth JN & A ; Mittal B. 2004 ) . For illustration. when be aftering the Vanuatu trip we all knew of a few air hoses that flew to our finish ( Refer Appendix 4 ) . this is known as our elicited set. as they were the trade names that immediately came to mind when thought of air hose picks ( Poulos. 2001 ) . Information gathered was used to measure alternate agents in our memory. Our elicited set was based upon all of our personal beliefs. attitudes and purposes. We all had household and friends who had travelled over the old ages to different finishs. and all narratives to state. mention to Figure 1. 0. However. after sing fiscal and service degrees. some of the air hoses were eliminated from this evoked set to go our consideration set ( Refer Appendix 5 ) . which is the concluding scope of options a consumer wishes to buy from ( Sheth JN & A ; Mittal B. 2004 ) .

2. 4. 2 Appraising Standards

An of import facet of the rating of options is the standards set to extinguish the options in order to bring forth one concluding purchase pick. This is done by sing ‘each merchandise as a aggregation of characteristics or attributes’ ( Quester et al. 2004 p. 205 ) . A common and simple manner to find standards is by utilizing an appraising grid. which shows characteristics common to different merchandises ( Quester et al. 2004 ) . We used this to find which vacation finish to take ( Refer Appendix 6 ) .

2. 4. 3 Decision Rules

The use of determination regulations besides assists with measuring which standard is suited for the selected merchandise ( Schiffman et al. 2001 ) . There are assorted types of determinations regulations and each are suited to a peculiar type of merchandise ( see Figure 2. 4. 3 ) .

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Type of determination regulation Definition Example/Uses

Conjunctive Puting a minimal cutoffs on all outstanding attributes Business-to-business minutess

Use for low-involvement purchases

Disjunctive Establishes a minimal degree of public presentation for each of import property “I’ll see all trade names that perform truly good on any attribute consider to be important’

Elimination by facets Ranks attributes in order of importance. and establishes a cut off point for each property. “I want to purchase the trade name that has an of import property that other trade names do non have’

Lexicographic Attributes of options are ranked in order of importance “I want to acquire the trade name that does best on the property of most importance to me. If there is a tie I will interrupt it by taking the 1 that does best on my 2nd most of import criterion” .

Compensatory Choice that rates highest on the amount of the consumer’s judgements of the relevant appraising standards will be chosen Use for extremely involved purchases

Eg. Vacation Destination

Figure 2. 4. 2- Decision regulation comparing

( Adapted From: Sheth JN & A ; Mittal B. 2004 ; Neal et al. 2004 )

However in the instance of the Vanuatu Holiday being a extremely involved purchase. the best determination regulation to utilize is the compensatory regulation ( Quester et al. 2004 ) . The determination for this is based upon the fact that the compensatory regulation is based upon ‘considering all properties and benefits of a merchandise or service and mentally merchandising off the alternative’s perceived failing on one or more properties for its sensed strength on other attributes’ ( Sheth JN & A ; Mittal B. 2004 p. 293 ) . Hence. this method would be effectual in finding what type of air hose or vacation to travel on as these expensive services should be evaluated carefully in order to choose the most appropriate pick that will run into and fulfill a consumer’s outlooks. The compensatory theoretical account is besides suited to measuring holiday finishs due to the many factors that need to be considered when taking a suited vacation finish. and therefore the regulation helps to measure each of import factor ( Neal et al. 2004 ) .

2. 4. 4 Perceptual Function

Although perceptual maps are usually used in marketing for positioning merchandises in a mark market. they are besides a valuable tool when measuring assorted standards in order to do a concluding purchase determination ( Quester et al. 2004 ; Sheth JN & A ; Mittal B. 2004 ) . A perceptual map fundamentally provides ‘a ocular map in a multidimensional infinite that shows how similar or different assorted trade names are considered to be by the consumer’ ( Sheth JN & A ; Mittal B. 2004 p. 250 ) . There are many features that are involved in the pick of air hose. merely a few are seen to be of import in our decision-making procedure.

In the instance of the Vanuatu Holiday. we used a perceptual map to make up one’s mind which air hose from our elicited set would be the best option ( Refer Figure 2. 4. 3 ) .

These two features were ; monetary value due to our tight budgets and service which included safety. repasts. comfort. and repute. As every client does we were looking for an air hose which corresponded to our specific standards ; sensible monetary value and an accent on high service.

Figure 2. 4. 3- Perceptual Map of Airlines.

2. 4. 5 Influences on the rating procedure

Situational influences such as unexpected events may act upon the concluding purchase pick ( Quester et al. 2004 ) . Changes in expected income. monetary value and merchandise benefits may change the intended purchase purpose ( Kotler et al. 2006 ) . For illustration. in the instance of the Vanuatu Holiday. the expected monetary values of airfares really rose due to the natural and political catastrophes of Bali. Hence. if we could non hold afforded the monetary value addition. our concluding vacation finish may hold been altered.

Another influence on the rating procedure is the attitudes and sentiments of others on the chosen merchandise or service ( Kotler et al. 2006 ) . For illustration. if one of our spouses deemed that it would be insecure to travel to an country such as Vanuatu. so the opportunities of picking that topographic point as a vacation finish would significantly be reduced.

2. 5 Purchase

If the rating of a merchandise leads to our personal demands being met and is compatible ; whether to pass or salvage. from which agent to buy. “best trade name or alternative” ( Mowen JC & A ; Minor M. 1998 ) . At the terminal of the procedure part of the EKB theoretical account. the consumer identifies the ‘best’ option. which in this instance is to go with STA Travel. We found that we all antecedently had great experiences with STA Travel. although their monetary value was a little more expensive they offered us flexibleness and security with Agencies located all over the Earth. Identifying the best option will change from each person due to environmental influences and single differences. The EKB theoretical account is insightful in placing as many possible facets and influences that will act upon the consumer’s purchase determination.

Variables that influence the determination procedure include environmental factors such as civilization. societal category. personal influences. household and state of affairs. These factors vary depending on the consumer and hence identify why sellers need to supply assorted options. For illustration civilization refers to beliefs. values and imposts that serve to direct consumer behavior of members of a peculiar society ( Schiffman et al. 2001 p. 374 ) . Thereby civilization is a peculiar variable that determines how a consumer makes a purchase determination. In this state of affairs the impression of household was a major influence on fall ining STA travel. As mentioned there were concerns sing the monetary value but due to the indorsement of the household they had a major influence on the purchase procedure.

It is non merely environmental factors but besides single differences that determine the ‘best’ option for each consumer. Individual differences include consumer resources. motive and engagement. cognition. attitudes. personality. life style and demographics. As the intent of this proposal is to place a high engagement purchase. there can be a safe premise that when doing a purchase. the consumer has used a figure of resources. they have been motivated. extremely involved and extended cognition on all the options.

The EKB theoretical account provides an extended penetration on the major influences and processes that lead to the eventual purchase of the best option. Purchasing is the concluding measure in finishing the dealing. Minutess can be made online. through recognition. hard currency etc. We decided to buy our tickets from STA Travel alternatively of the cyberspace. this was due to merely a $ 250 sedimentation being required. Whereas on the cyberspace a full payment was required instantly. We felt that the human interaction we had with the travel agent gave us confidence and lucidity on what we were paying for. Whereas over the cyberspace it was non clear what you were having. and there was no 1 to inquire inquiries to. Other services such as airdrome transportation. International Student Identity Card. Travel Insurance and besides personal recommendations were besides provided to us. The chief advantage was that we were able to pay off our ticket in the lead up of the vacation.

Though the existent purchase may non be an extended procedure the high involvement nature of taking a vacation bundle ensures that anterior to buy there has been a great trade of attempt placed in placing the best option.

2. 6 Post-purchase

Post purchase covers such countries including post-purchase rating. trueness. merchandise non-use and disagreement. Due to the nature of this purchase. the focal point is on station purchase rating. trueness and merchandise disagreement.

Merchandise disagreement is the “doubt or anxiousness about the rightness of one’s determination after a purchase has been made” ( Neal et al. 2004 ) . which have resulted from positive/negative effects taking to satisfaction or dissatisfaction. The more of import a determination is. the higher the opportunity of merchandise disagreement. In relation to this assignment. merchandise disagreement is at a higher chance because a vacation is considered to be an of import determination. The nature of this purchase can raise different degrees of disagreement from assorted factors involved in this purchase. For illustration. uncertainties in basking the vacation finish or anxiousness refering the travel agreements. As a high engagement purchase the uncertainties or anxiousness experienced in buying travel agreements will be of great magnitude.

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Further. this option was chosen because it’s positive properties outweighed those presented in the other options that were considered in the purchase procedure. Thereby. taking the peculiar bundle there is a high degree of outlook of the purchase. The sensed public presentation may be higher or lower than the expected consequence. which leads to either different degrees of satisfaction from the consumer. Satisfaction relates to the perceived outlook and the existent public presentation. ( Schiffman: 2005. p. 491 )

As the vacation was a high engagement purchase the degree of post-purchase analysis will besides be high. In this state of affairs if the vacation was gratifying and the travel agreements were convenient. so the likeliness of the consumer utilizing STA travel and possibly urging the company to other consumers will increase. Similarly. if the experience was non gratifying. so possibly the decision-making procedure may get down once more in the hunt for more suited experiences.

In this state of affairs there is an designation of the station purchase rating in respects to the vacation. For illustration the consumer may hold had a better than expected vacation. Initially. there may hold been concerns sing the monetary value. There may besides hold been a learning procedure whereby during the vacation there may be locations and cultural experiences that were unexpected.

Furthermore. there can be an designation of how consumers behave if they are non satisfied with their purchase. A consumer can move in a certain manner that can include ne’er buying the merchandise once more. kicking to the seller and possibly even take public or legal action. ( Schiffman et al. 2001 pg 492 ) An unfavorable experience would normally take to us being less loyal and experience cognitive disagreement ( Hoffman KD & A ; Bateson JEG. 2002 ) and prompt us to buy from other travel agents or take a difference finish in the hereafter ( Bank Malaysia 2005 ) . Revisiting an external hunt would originate more probe utilizing information retained in memory.

Many texts believe that a low engagement purchase will non make this consequence. The pick of travel agent as STA was seen to be a low engagement procedure due to loyalty towards this travel bureau. but every experience with this travel bureau will non be generic. It will differ every clip. That is why the statement of low engagement purchases can besides take to post purchase disagreement. STA Travel provided a comprehensive. one-on-one service which was terrific at reassuring us of our purchase determination by naming us. organizing our going kits. be aftering around our agendas. This therefore eased the manner for a repetition purchase from them or at least to distribute positive messages of their service to others.

Whilst buying a complex good/service many ideas and processs are undertaken. and in order to analyze this pick an appropriate consumer determination theoretical account is required for it to develop and thrive. The consumer determination theoretical accounts provide conceptual frames of mention that logically indicate the interrelatedness of variables for research intents and besides aim to give an apprehension of what happens as variables and fortunes change ( Erasmus et al. 2001 ) . The use of EKB’s consumer determination doing theoretical account has allowed me to go more perceptive when set abouting a complex purchase.

3 Conclusion and Recommendations

The EKB theoretical account provides an extended penetration on the major influences and processes that lead to the eventual purchase of the best option. The theoretical account is besides insightful in placing non merely the full decision-making procedure. but variables impacting single consumers every bit good. Yet the restriction of the EKB theoretical account and in general any theoretical account finding the decision-making procedure. fails to properly history for the external and internal environment. For illustration: alterations in economic conditions or the degree of household income. Furthermore. the theoretical account can non place the impact that engineering has in doing purchase determinations every bit good as globalization and the impact of new selling tools.

Whilst buying a complex good/service. many ideas and processs are undertaken. and in order to analyze this pick. an appropriate consumer determination theoretical account is required for it to develop and thrive. The consumer determination theoretical accounts provide conceptual frames of mention that logically indicate the interrelatedness of variables for research intents and besides aim to give an apprehension of what happens as variables and fortunes change ( Erasmus et al. 2001 ) . The use of EKB’s consumer decision-making theoretical account has allowed us to go more perceptive when set abouting a complex purchase.

Free flow between phases within the theoretical account besides should be implemented. in order to guarantee a realistic point of view of this procedure. Equally much as all research workers and publishing houses like to hold a sound & A ; systematic theoretical account. this is unluckily non world. We believe that our theoretical account failed to gain the situational influences which we found to play a major function in our determination devising procedure. in respects to both the travel agent chosen and the air hose pick.

The function of the seller was a major influence. in our concluding choice of where to buy the vacation from. However. one facet of betterments to the marketer’s function could be the betterment of payment options. particularly on-line. At the minute. payments made over the cyberspace must be the full sum. which can be a strain for clients sing fiscal troubles ( STA Travel. 2006 ) . An betterment to this system could be that a sedimentation is paid foremost. with a policy that allows for regular episodes to be paid subsequently on. This change could non merely increase use of the on-line payment system but besides appeal to possible clients who can’t afford the full payment upfront but would still wish to buy a vacation via STA Travel.

4 Mentions


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Evans MJ. Moutinho L & A ; Van Raaij WF 1996. Applied consumer behavior. Addison-Wesley Publishing. London

Hoffman KD & A ; Bateson JEG 2002. Necessities of Services Marketing. Dryden Press. Florida

Kotler P. Adam S. Brown L & A ; Armstrong G 2006. Principles of Marketing. 3rd Edition. Prentice Hall. New South Wales.

Mowen JC & A ; Minor M 1998. Consumer Behaviour. 5th Edition. Prentice Hall. New Jersey.

Neal C. Quester P & A ; Hawkins D 2004. Consumer Behaviour: Deductions for Marketing Strategy. 4th Edition. McGraw Hill. New South Wales

Poulos M 2001. Buyer Behaviour: Deductions for Marketing. Prentice Hall. New South Wales

Quester. PG. McGuiggan. RL. Perreault. WD & A ; McCarthy. EJ 2004. Selling: Creating and Delivering Value. 4th Edition. McGraw Hill Australia. New South Wales

Schiffman L. Bednall D. Cowley E. O’Cass A. Watson J & A ; Kanuk L 2001. Consumer Behaviour. Prentice Hall. New South Wales

Sheth. JN & A ; Mittal. B 2004. Customer Behavior: A Managerial Perspective. 2nd Edition. Thomson Learning. Ohio.

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hypertext transfer protocol: //www. up. Ac. za/academic/acadorgs/saafecs/vol29/erasmus. pdf

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hypertext transfer protocol: //www. bepress. com/cgi/viewcontent. cgi? article=1018 & A ; context=roms

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hypertext transfer protocol: //www. qantas. com. au/fflyer/dyn/partners/airline

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hypertext transfer protocol: //www. statravel. com. au/cps/rde/xchg/au_division_web_live/hs. xsl/isic_card. htm

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hypertext transfer protocol: //www. statravel. com. au/cps/rde/xchg/au_division_web_live/hs. xsl/travel_insurance. htm