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Essay / Research Paper Abstract
This 5 page paper looks at how the consumer makes purchase decision when it comes to the leisure industry. The paper considers different influences such as logical choice and emotional response, examining how these combine with the models of category based decision making and piecemeal decisions when the consumer makes a choice. A holiday company is used to illustrate the points raised by presenting the student with easy to understand examples. The bibliography cites 8 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEcondis.rtf
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Unformatted sample text from the term paper:
holiday company is used to illustrate the points raised by presenting the student with easy to understand examples. The bibliography cites 8 sources. TEcondis.wps
The Decision Making Process; The Service
Sector Written United Kingdom, January 2001 To Use This Report Correctly, Please Visit /aftersale.htm
The idea that consumers make logical decisions when they go out to make a purchase has been realised as erroneous. Logical thought may
enter into the process, however in the black box there are many complex motivations that may be seen individual and different for each consumer. This is an important concept that
marketers have been very aware of, and as a result there have been different model developed in order to explain the different decision making process that a consumer may use,
and the influences which may be present on those processes. For a company to be successful, regardless of whether it is a service company or a manufacturing company, it will
need to ensure that marketing allows for the variety of purchasing models and influences that may be seen as applicable to the target audience.
The marketing world is changing at a fast rate, and as we consider marketing campaigns we see that they are not only initiated and run, but they are
seen to evolve, this is summed up in marketing terms by Jean-Marie Messier, Chairman and CEO Vivendi the compnay which own 25% of BSkyB "Darwin said it isnt the strongest
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