By analysing the factors that lead to decision making it is then possible to pre-empt the choices that people make in purchasing products or services. This information is vital for successful marketing.
The study is confined to three respondents and to three theories of consumer decision making namely: motivation, values and self/self-identity. The three respondents were interviewed and then asked to complete an evaluation form where they ranked several holiday destinations based on a particular set of criteria. The theories used enable analysis of reasoning,
Respondent 1 is a 45-year-old female executive at a pharmaceutical company. She is married to an orthopaedic surgeon and has two children aged 12 and 15. Her job allows her to take two months of the year off, which coincides with school holidays. She enjoys spending time with her children and husband and because of her very demanding work-parenting schedule holidays are an essential part of her life (see Appendix A). Respondent 2 is a 25-year old female. She is unmarried and works as a PR account manager. She does not have any children but has a boyfriend who is working in Japan. They try to see each other at least four times a year. The rest of her family lives in Brazil - her country of origin. Annually, she receives 24 days of leave and often has to supplement with unpaid leave (see Appendix B). Respondent 3 is a 34 year old male computer engineer. He is married but does not have any children. His wife does not work, meaning they only live on his income. Currently, they are saving to purchase a house. Each year he receives 15 days of leave which is primarily spent vacationing (see Appendix C).
Six holiday option sets were given namely: domestic vs. international, backpacking vs. luxury, snow vs. tropical, adventure vs. relaxing, historic vs. contemporary, shopping vs. culinary. Respondents had to rank (6 was very important while 1 was least important) the following factors: cost constraints, time constraints, change in weather, family constraints, adventure and relaxation. Cost