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The aim of the study is to analyse the choice of holiday destination of three individuals and analyse these decisions according to the theories of motivation, values and self-identity. The analysis showed that perceived needs, based on particular value-sets, motivates potential customers to make decisions…
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). ...
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