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Consumer Behavior Assignment Assignment 6(6)
Girli Vasiljev
HAAGA-HELIA University of Applied Sciences
RB1X
12.12.2011
Consumer behavior
Introduction Each and every one of us is a consumer. We buy products and services every day. But why do we prefer one product or service to another ? What leads us to make the right decision before every purchase ? There are many aspects influencing our decision making process and thereby our consumer behavior. Attitudes, perceptions, image , roles, motivations, determinants etc. encourage us to buy or not to buy a product or service. ( Cooper & Gilbert , 2008, p. 43)
There are many different definitions about consumer behavior. Emphasizing the most important ones and referring to the decision making models I will try to find the background of my own decision to visit Lapland in 2010 Christmas .
Defining consumer behavior
Consumer behavior refers to the process of acquiring and organizing information in the direction of a purchase decision and of using and evaluating products and services (Moutinho, Ballantyne & Rate , 2011, p. 83)
The nature of consumer behavior is focusing on when, why, how and where people do or do not buy products. It blends elements from psychology, sociology, social anthropology, and economics . It attempts to understand the buyer decision making process, both individually and in groups. It also tries to assess influences on the consumer from groups such as family, friends , reference groups and society in general (Sandhusen, 2000, p. 218, 219)
The study of individuals, groups, or organizations and the processes they use to select , secure, use and dispose of products, services, experiences , or ideas to satisfy needs and the impact that these processes have on the consumer society (online, consumerpsychologist.com)
Consumer behavior is a hotbed of psychological research, as it ties together issues of communication ( advertising and marketing ), identity (you are what you buy), social status ( among peers and potential mates), decision making, and mental and physical health (online, psychologytoday.com)
Consumer behavior is the way the consumers recognize specific needs for travel , search for and evaluate information, make purchases and then evaluate what has been consumed as part of the experience (Cooper & Gilbert, 2008, p. 65).
Consumer behavior models
Most of the consumer behavior models are based on decision making process and rationality. Some examples of those models:
  • The Wahab, Crampon and Rothfield model of consumer behavior
  • The Schmoll model
  • Mayo and Jarvis model
  • Mathieson and Wall Travel-Buying behavior
  • Woodside and Lysonski (2 types of inputs)
  • Moscardo et al. An Activities -Based Model of Destination Choice

(Cooper & Gilbert, 2008, p. 56-61)
Moscardo et al. model 1996
Moscardo et al. provides a bit different approach to consumer behavior than the other researchers. He argues that motives can be seen as providing travellers with expectations for activities and destinations seen as offering activities…Existing destination choice models can be both more destination-specific and bring travel motives more clearly into the choice process by including activities as attributes of destinations (Pearce, 2005, p. 106). Basically he is emphasizing the role of activities in decision making process.
B Traveller/ Socio-psychological variable
Motives Experience Life cycle
Income
Available time
A Marketing variables/external inputs
Information about destinations
C Images of destinations
Activities as attributes

D Destination choice
Based on a match between perceived activities offered and preferred activities
E Destinations
( offer and promote activities)
Decision making process to Rovaniemi
My partner and I decided to go away for Christmas in 2010. So I consider the need to get away from the routine and traditional Christmas with the family as the “ push factor ”. The decision made was influenced by many aspects. Most important influence was the image of the place . Since we were planning to travel in Christmas time then what else can be more perfect than the home city of Santa himself ? Also the image of that destination can be seen as a “pull factor”.
Our personal characteristics fitted with this place as well. We could be classified as allocentric travellers or in more simple way the explorers according to Cohen ´s classification of tourists (Cooper & Gilbert, 2008, p. 51). Therefore after doing our research about the place and finding out all the different adventurous options there, we had made up our mind. And I believe that our choice to travel by car is another example of being the explorer (The trip is organized independently, however the accommodation needs to be comfortable, hence the nice hotel we picked out for our 3 day stay there).
Moscardo et al. suggests that the decision making starts with the information seeking either it comes from marketing or just from the travellers own initiative to look for information. In our example we had some sort of positive picture from the place first and consequently we started to look for extra information. No marketing was done in that specific moment but the overall image of the destination is the output of some sort of marketing in the past.
The motives that Moscardo sets as the second step of making the decision were as said before, getting out of the routine, looking for adventures (experience), and the time of Christmas- spending it in a way that we would remember for the rest of our lives . We had raised money for the trip and decided to use the time meant for Christmas holiday the most pleasant way we could. Also our relationships situation was favorable to spend time in the winter wonderland (first Christmas together). These were the aspects that motivated us to go to that specific destination in that specific time.
We were considering another option at the time as well. We were thinking about some other ski resort and a stay in the cottage . But eventually the image of the possible activities on the destination was crucial . Lapland had so many more attractions and activities to offer. We were excited about all the different activities Lapland safaris were providing. For example they have snowmobile safari to wilderness, Santa-Claus safari, Legend of four winds, husky-safari, Ride of your life and many more. We decided to go on a ride of our lives, meaning reindeer safari. These organized safaris are the attributes of the image of Lapland. That is usually the main reason why tourists go there. So in that case Moscardo et al.´s model is very accurate by focusing on the activities as the main factors in decision making process.
Basically the choice of the destination was very easy to make. As it says in the model that the destination choice is based on a match between perceived activities offered and preferred activities. For us the match was perfect and Lapland offered just the right activities for our taste .
When we were already in Rovaniemi, we got to know even more options via hosts. They suggested us to go to the Santa´s Park which we did and were glad that we did. So the promotion on sight was good and relevant .
Overall experience was extremely satisfying and I would suggest everybody to go there especially in Christmas time. Our decision making process was successful and the post purchase evaluation is thoroughly positive. In the future this kind of good feedback of the destination will awake the arousal to travel there again , whether it is me or the people I´ve been promoting this place.
Conclusion In my opinion consumer behavior is a study that tries to guess why people are buying certain things in certain time and place and for the certain cost . But after looking into the findings of the researchers and the models created, I still feel that further research is needed. Every consumer is an individual and I believe that personality is the most important influence in buying something . And personality is a difficult phenomenon to measure .
Mascardo et al. focused on the activities, but not always people decide to go somewhere only based on the activities the destination has to offer. In my case it was adequate, that is why I chose his model and described my decision making process according to it.
References Cooper, C. & Gilbert, D. 2008. Tourism Principles and Practice : Chapter 2: Tourism Consumer behavior. Fourth edition
Moutinho, L. & Ballantyne, R. & Rate, S. 2011. Strategic Management in Tourism: Chapter 5: Consumer Behavior in Tourism.
Sandhusen, R. L. 2000. Marketing: Chapter 9:Consumer Behavior
www.consumerpsychologist.com
www.psychologytoday.com/basics/consumer-behavior
Pearce, P. L. 2005. Aspects of Tourism: Tourist Behavior: Themes and Conceptual Schemes
Consumer behavior #1 Consumer behavior #2 Consumer behavior #3 Consumer behavior #4
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