Consumer Behaviour and Holidays


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At the core of all business activities is the concept of understanding consumers. Businesses and other organisations look to understand how consumers think, feel, react and make choices, trying to match what they do to how their customers/consumers behave. A large part of this understanding is centred on how consumers reach their buying decisions, often referred to as Buyer Behaviour. A number of models have evolved over the years to map out this behaviour, usually as a linear model eg the Consumer Buying Decision Process originally identified by Engel, Kollat and Blackwell. The problem that you are considering in this assessment is whether the traditional linear model applies to the purchase of a holiday. You look at some of the theoretical approaches in this area and apply them to the purchase of holidays.

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