The paper “ Holiday Destination Choices of Individuals, Personal Consumer Characteristics That Lead to Their Vacation Choices" is a brilliant version of a research paper on marketing. The decision-making process is considered to constitute the set of complex mechanisms of individual thinking, since a number of factors and line of action get involved in it, with varying results. It is defined as a sequence of cognitive operations that are performed deliberately, which incorporate environmental elements in a specific place and time. It is further considered as an interaction between a resulting problem that requires a solution and the person who is willing to provide for a solution within a defined environment (Grunert & Olson 1999, p. 78). A considerable number of stages as stipulated by the five-stage decision model have to be observed whenever a major decision is executed.
An individual should first recognize the problem or need, search for any relevant information related to the arising need, evaluate the existing alternatives that lead to the satisfaction of need as expected, and lastly, make a decision on whether to purchase the product or not.
In case the consumer purchase the product, he or she is expected to react to product satisfaction through post-purchase behavior. The entire process of decision making is influenced by personal and environmental factors. As a result, individuals may arrive at different decisions in regard to the information that they have, on whether they are of a particular gender, age and ethnicity, or if positive motivations have a key role to play in their lives. Basically, a decision matrix as a tool coupled with the compensatory decision model is used to aid in establishing the ideal vacation destination for the three respondents.
The options with the highest weighted score are considered as the closest options to the ideal position of the respondents (Solomon 2009, p. 12). The theories that explore the decision-making process are categorized into two approaches: normative and descriptive. The normative approach explains how a rational consumer behaves in decision making and with the aid of the statistical model foresees the consequences of each alternative from the information available. The descriptive approach, on the other hand, looks at how exactly individuals make their choices and judgments through psychological processes and in the effect of environmental characteristics.
In this paper, a descriptive theory, that is, a naturalistic theory is utilized. The theory looks at how people in the real world make their decision and the factors affecting their decision. The naturalistic theory attributes eight different factors to any major decision in an individual personal, professional, social or academic life. In addition, normative theories are utilized where a calculation is used to aid in making an ideal vacation destination decisions (O'Dougherty 2007, p. 56). Personal characteristics such as demographics and personality influence the decision-making process.
Though the world is striving to build labor and socially equal society, there is the need to analyze the effect of such factors on decisions. Consumers of different products or services undergo a decision-making process which is fivefold before making their purchase. The processes involve need or problem recognition, looking for relevant information, evaluation of available options, purchase and finally post-purchase evaluation. The processes are essential for any individual involved in marketing decisions. The five-stage process will signify the need for a marketer to consider the entire buying process and not only the purchase decision.
If the marketer considers the purchase decision only, the business may not be in a position to influence customer product choice (Hoskisson & Ireland 2007 p. 49).