Choosing a holiday can be a major consumption decision, subject to many competing influences. This assignment requires you to look at the holiday destination choices of 3 people, and provide your analysis on those factors leading to their decisions.
Firstly, please download the 5 survey questionnaires completed by 5 different respondents (these questionnaires will be posted on Moodle from Week 5). After reading through these questionnaires, please pick 3 questionnaires/respondents (you can pick any 3 you like) as the target for your analysis. You will notice that these questionnaires are mainly about making decisions among 6 different holiday options.
Secondly, please use the compensatory decision rule to calculate which holiday option each of the 3 respondents is most likely to choose, based on the decision matrix presented in her/his questionnaire. Is this the destination s/he would have actually chosen? If there is a difference, please provide an explanation.
Thirdly, please use the theoretical areas below to analyse the behaviour of your chosen respondents. Please explain the differences between their rankings of evaluative criteria and their choices of holiday destinations, using theories from:
Demographics (age, gender, family situation, income, ethnicity etc)
Personality
Lastly, please provide recommendations to the marketer of ANY ONE of the holiday options featured in the survey questionnaires – what are the characteristics of her/his likeliest customers and how might she/he best attract them by applying the theories of learning and memory?
Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.
Your report should follow the subsequent structure:
title page;
executive summary;
table of contents;
introduction;
application of compensatory decision rule;
analysis of behaviour;
recommendations;
conclusion;
reference list.
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