Consumer Behaviour Essay: Holiday Destinations Analysis.

Analysis of personality theory to judge the behaviour of respondents

Discuss about the Analysis of the Consumer Behaviour.

Each and every business organization wants to promote their services and products by understanding the perception of the consumers.  Management of any organization must have to judge the needs of the customers so that appropriate planning can be done.  In this paper some holiday destinations have been highlighted (Craig-Lees, Joy and Browne, 1995). By analyzing the feedbacks of three respondents it could be observed how different elements of a place can influence the decision making process of consumers.  Some factors have been highlighted in this paper like cost, accommodation facilities, activities and transportation etc. Through this paper it could be observed how these things matter for a consumer to choose a place for holiday.

Respondent 1, 2 and 3 have been selected for the analysis purpose. Personality theories have been considered in this case so that characteristics of the respondents can be understood. These theories have been related to the personal behaviour of respondents and its impact on their perception has been showcased.

Each and every respondent has shared views over the choices of destination. They have stated their views by giving particular rank to different segment of a destination. According to the personality theory every single individual possess a significant personality or characteristics.  People take their decisions on the basis of their personal behaviour. This is the reason behind the changes in human perception (Cant, Brink and Brijball, 2006).  Personality theory also illustrates that different individual bear different trait. The question is why they rank differently in the segments. Answer of this question is crystal clear, they posses different personality and they rank the segments by relating with their character and ideologies. In this case three respondents have ranked differently and through this way it could be said that they bear different personality.

As discussed earlier people take decisions on the basis of their personality, same things happened at the time of choosing holiday destination. Personality theory is comprised of three important personality factors like superego, ego and identity. It has been categorized by tripartite theory. People take decision by identifying and observing their own needs and requirements.  Respondent 1, 2 and 3 have been taken in this analysis purpose. After having the analysis and survey report it could be said that three people have different opinion over the choice of destination (Ehrenberg and Pyatt, 1971). Each of the individual chooses the place which suits their personality and nature. Respondent 2 is a 43 year old female who love to spend time with her husband and as she wants to do innovative things, enjoying wine with her husband would be great. Respondent 3 is a 51 year old male Chinese candidate who showed interest to visit Hong Kong with his wife and kids.  As he is Chinese and aged, having food safari in Hong Kong can give the family enjoyment.  Respondent 1 is 19 year old energetic and extrovert bachelor who wants to visit Las Vegas by observing multiple activities like casinos etc. Through this way changes of decision with personality can be identified.

Differences in the ranking evaluation

Demographic variable is consisted of multiple elements like age, gender and income level etc.  It can be said after having the analysis report that people take decision by focusing on their age, income level and family condition etc. Three respondents also choose favourable destinations on the basis of demographic theories.  Analyses of their choices have been discussed below in a detailed manner.

Ranking decisions are highly influenced by the demographic factors of the respondents. People usually take decisions on the basis of their demographic factors.  For example respondent 1 ranked Las Vegas number 1 destination as the person found multiple activities in this zone. At the time of taking decisions respondents always look for cost and duration. For this reason respondents gave poor rank to option 5 and options 6 due to the less duration. On the other hand 51 year old male gave 1 to option 4 as he found multiple activities and duration is also good(Evans, Moutinho and Raaij, 1996). The person wants to spend time with his wife and kids, for this reason he is looking for some activities. He ranked poor for option 6 as there are no as such activities present.  Respondent 2 is a married woman who wants to visit to Barossa Valley with her husband for having a good time.  Respondent 2 marked accommodation of option 3 is poor as she doesn’t like the cabin facilities. Being a management consultant respondent always desires for a better transportation facilities and for this reason except Spain she marked all the destination poor on the basis of  transportation, still respondent 2 believe Barossa Valley is a good place to spend happy time with husband.

Destination choice is also influenced by the demographic variables. It has been observed through analysis that people choose the places of preferences on the basis of age, gender and other different demographic factors. Respondent 3 belongs from Chinese origin and this is the reason behind the selection of Hong Kong. Age factor also playing an important role in this case, a 51 year old male always want to give enjoyment to his family and this is the same thing respondent 3 is doing (Lageat, Czellar and Laurent, 2003). Costing of Hong Kong is also suitable for respondent 3’s income level.  Respondent 1 is energetic by his age nature and for this reason he choose Las Vegas where he can get different types of activities. A University student can afford the costing of the Las Vegas. Respondent 2 is 43 year old female and her costing is matched with option 6. For this reason she chooses the place.

Different choices in the case of choosing holiday destinations

In the overall paper feedbacks of three people on different places or destinations have been shown. By the help of this analysis it could be observed how demographic factors and personality theories impacts on the perceptions of the human being. Three different people of different personality and demographic background have been chosen for the analysis purpose. For analyzing and recommending the concept Las Vegas has been chosen.

After having the overall analysis it could be said that Las Vegas is in huge demand among the customers due to its extra ordinary activities and fruitful ambiences. People can get multiple enjoyment tools by which they can refresh themselves. Six options were there and after having the survey result it has been observed that most of the respondents have preferred the accommodation facilities of Las Vegas. People also shared their interest over the Las Vegas activities. Cost of the place is also moderate and people showed that it is not too hard to expense money for this place (Purohit, 2007).

There are multiple theories present by which consumer behaviour could be judged. It is the sheer duty of any management to judge the perception of the consumers. In this paper three respondents and six destinations have been chosen for judging the perceptional views. For analyzing the overall matter, Learning and Memory theory has been considered. Learning theory is comprised of four elements like behaviorism, cognitive, social and Humanistic. After having the analysis it could be said that destination attraction of customers is highly depended on this segment. Psychological behaviour and observable behaviour of a human being could be judged through this process. If management wants to promote any destination then these things can play an essential role to observe the perception. In the above section of the paper it has been found that respondents choose destinations on the basis of their personality or character. Through this personality changes can be judged through memory theory. Memory theory mainly showcases the personality identification.

Conclusion

By the help of overall paper marketing consumer behaviour can be understood. By the help of this paper it could be said that perceptions of the consumers can be easily manipulated by offering different services and facilities. In this overall paper six destinations have been highlighted and three respondents also have been focused (Robertson, 1970).  Perceptions of these three people have been judged through different analysis. After having the overall analysis it has been observed that perception of people over destination could be judged on the basis of cost, accommodation and transportation etc. Through this process consumer behaviour and its importance in the case of marketing also could be observed.

References

Cant, M., Brink, A. and Brijball, S. (2006). Consumer behaviour. Cape Town, South Africa: Juta.

Craig-Lees, M., Joy, S. and Browne, B. (1995). Consumer behaviour. Brisbane: Wiley.

Ehrenberg, A. and Pyatt, F. (1971). Consumer Behaviour. [Place of publication not identified]: Penguin.

Evans, M., Moutinho, L. and Raaij, W. (1996). Applied consumer behaviour. Harlow, England: Addison-Wesley Pub. Co.

Fraj, E. and Martinez, E. (2006). Influence of personality on ecological consumer behaviour. Journal of Consumer Behaviour, 5(3), pp.167-181.

Lageat, T., Czellar, S. and Laurent, G. (2003). Engineering hedonic attributes to generate perceptions of luxury. Jouy-en-Josas: Groupe HEC.

Lazell, J. (2016). Consumer food waste behaviour in universities: Sharing as a means of prevention.Journal of Consumer Behaviour.

Marsden, D. (2001). Deconstructing consumer behaviour: theory and practice. Journal of Consumer Behaviour, 1(1), pp.9-21.

Purohit, H. (2007). Consumer behaviour. New Delhi: Shree Publishers & Distributors.

Robertson, T. (1970). Consumer behaviour. Glenview: Scott, Foresman.

Rowlands, I., Parker, P. and Scott, D. (2004). Consumer behaviour in restructured electricity markets.Journal of Consumer Behaviour, 3(3), pp.272-283.

Solomon, M. (2007). Consumer behavior. Upper Saddle River, N.J.: Pearson Prentice Hall.