Consumer Behavior the Transition of Book Report

Download this Book Report in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from Book Report:

Support for global phones

Medium to High. Social events are pervasive during skiing season

Medium to High; on Tours there is much planned out and taken care of; a chance to enjoy the sites and visit historic places

High for shopaholics; boring for anyone who doesn't enjoy this type of activity


From $2,000 to over $10,000 per person

Less than $100 for camping out in a tent to over $2,000 for a cabin rental

From $3,000 to over $10,000 each depending on the package selected

$2,000 to $4,000 depending on the package selected

$650 to $1,000 for high traffic areas including London or Paris;

From $2,000 to over $10,000 per person


A full week including flights up and back

From a weekend to over a week

A minimum of a week or more due to travel

From one week to a month

From one week to a month

From one week to a month

2.0 Interview 3 different people

The following three people were interviewed as part of this project. Their profile and results are provided below.

3.1 Middle-Aged Asia Lady

This respondent spoken with has children in University and also helps to run the family's businesses in her hometown. She has a life of routine and responsibility and seeks to have a chance to relax and enjoy the natural beauty of Alaska at the same time. She also sees cruises as a worthy reward for her hard work on the families' businesses and also is interested in learning about Alaska's many natural wonders including the glaciers. Lastly she is interested to see what a cruise in Alaska is like, as there is often discussions she has with friends about the dinners, the social events and the incredible views of wildlife from the ship using binoculars. She sees the trip as an opportunity to unwind, reward herself, share companionship with people her own age and social status, and enjoy the trip.

This respondent is clearly passionate about wanting to experience as much of life as they can during their college years. Hitchhiking or taking the Eurail Pass through the Western European nations is a major priority as is the opportunity to do extreme skiing in Japan and also to hike the Rockies. They have little fear of the elements in fact welcome them as part of the experience. They also the most confident of the respondents spoken to in terms of their athletic ability and therefore has little fear of diving in Thailand or skiing in Japan. The issue for this respondent however is the budgetary concerns they have, as many are going to school on student loans.

3.3 Successful Business Man

Interviewing this respondent provided unique insights into traveling for holidays as a means to recharge through mildly to exceptionally risky activity that also provided a chance to glimpse part of the world they would never have a chance to see otherwise. Many of the successful businessmen who skin dive and also sky dive have a high level of risk tolerance, hence their success in business. The opportunities to skin dive in Thailand appears to this respondent because the vibrancy of undersea life, the opportunity to risk exploring entirely new coral reefs, and the encounters with fish and wildlife never seen before. The successful businessman says that these vacations sharpen his senses and make him feel more alive, and that the idea of sitting on a tour bus winding its way through Europe is exceptionally boring. He has to feel risk as part of his psychographic profile to feel alive, and exceptional risk of skin diving combined with its tranquility is very appealing to this respondent.

4.0 analysis and compare the responses of participants

The following is an analysis of each of the respondents along the dimensions of motivation, value, self and self-identity. There are an abundance of theories in these areas, and the following sections explore these theories and their results in greater detail as they pertain to the selection of travel destinations.

4.1 Motivation

All three respondents see the allure of travel as a means to learn more about the world while also getting their needs met. For the middle-aged woman the need for rewarding herself for working hard at the family businesses while raising her children is a powerful motivator to take a cruise. For the student, they want to immerse themselves in life and also have an element of risk in their travel lives as well. They are the most likely to take vacations where there are extreme sports including skiing for example. Of all respondents, the successful businessman sees travel as more of a means for gaining a refreshed sense of life by seeing things he would never see if he stayed in his normal routine without taking a vacation.

In each of these scenarios there is a common basis in motivation. Each of these travelers is motivated by a different needs value or perception of the ideal experience given the preferences. The need for self-actualization, consistent with applicability of Maslow's Hierarchy of needs to the travel industry as studies previously have successfully done (Huang, Hsu, 2009) illustrate how powerful the need for self-actualization and peak experiences are in differentiating one travel experience form another. Segmentation of travel alternatives by the layer of the Maslow Hierarchy of Needs Model is critical for travel providers to be effective marketers and speak in terms their clients can understand and act on. The provider of Alaskan cruises would be wise to discuss how the cruise is a "trip of a lifetime to reward the decades of service to others" as the Asian women has most likely given huge blocks of her time and effort to her family and the family business. The self-actualization and "grand experience" of the Alaskan cruise is exceptionally successful as a marketing and messaging strategy that aligns to the Maslow Hierarchy of Needs Model, hence the very high participation rates on these events from senior citizens who are empty nesters.

Likewise the Maslow Model when applied to the university student and successful businessman has comparable analysis and results. For the university student the need is less on self-actualization, more on safety and psychological needs to challenging one's self against foreign countries and getting a glimpse into what traveling globally in freedom are. The university student may aspire for a self-actualized and exceptional experience, yet their focus the majority of the time will be on the development of their own self-confidence in tackling challenges of getting around and potentially staying in a foreign nation for a period of time. In studies that have applied the Maslow Hierarchy of Needs to travel programs and initiatives, insights have been gained into which demographic and psychographic groups have the greatest need for self-actualization, self-esteem, love & belonging & safety (Huang, Hsu, 2009).

While the Asian woman is clearly most interested in self-actualization and the sense of accomplishment and reward that comes from the cruise to Alaska, the students are looking for the esteem and confidence of being able to navigate through foreign nations. For the business man and the exotic diving trip to Thailand the need for esteem of conquering or mastering the specific region or waters of interest, combined with self-actualization of confronting uncertainty and risk underwater and still being able to see incredible sights, the businessman is unique in his mix of Maslow Needs Assessments. Yet for travel marketers to excel in their selection and marketing of travel destinations and experiences, these factors all must be taken into account and communicated with clarity and focus. This is in effect best practices in travel marketing today; the integrating of needs assessment of behavioral models including the Maslow Hierarchy of needs and the relative market positioning of travel experiences relative to potential clients.

The Herzberg Two Factor Theory that integrates Hygiene Factors and Motivators into the same model has also successfully been integrated into the travel industry's knowledge base of research (Chan, Baum, 2007). Specifically concentrating on how to most effectively satiate or satisfy travelers with the Hygiene Factors to meet minimum expectations of travelers has proven to be critically important in the development and fine-tuning of marketing messages. The aspirational values of the Motivators of the Herzberg Model are what the Asian woman and the businessman are looking for. Herzberg primarily completed research on[continue]

Cite This Book Report:

"Consumer Behavior The Transition Of" (2010, March 19) Retrieved November 28, 2016, from

"Consumer Behavior The Transition Of" 19 March 2010. Web.28 November. 2016. <>

"Consumer Behavior The Transition Of", 19 March 2010, Accessed.28 November. 2016,

Other Documents Pertaining To This Topic

  • Consumer Behaviour Final Exam Q1

    The use of customer satisfaction surveys is critical in this regard. If Qantas, if they had taken this approach, would have seen how many customers they were losing to competitors in Melbourne, and further, would have found how many Qantas customers has permanently defected to another airline for all their travel needs within and outside of Australia as a result. Ultimately poor customer service causes more than disgruntled customers; it causes lost sales and lost customers

  • Consumer Behaviour Toward Coffee Shop

    As it has been mentioned throughout the previous sections, the literature review represents the research conducted through secondary sources. The information is divided into six distinct sub-sections as follows: 2.1. Consumer behaviour 2.2. Maslow's hierarchy of needs 2.3. The product brand 2.4. Elements in the coffee purchase decision 2.5. The coffee industry and the coffee market in Thailand 2.6. The ability of advertising and marketing to stimulate coffee purchase 2.1. Consumer behaviour Customer behaviour can be understood

  • Relationship Between Brand Equity and Customer Purchasing Behavior...

    Brand Equity and Customer Purchasing Behavior Taking into account the numerous modifications witnessed in the marketing milieu- viz. The accessibility to plethora of knowledge through various electronic devices, the emergence of modern methods of buying, the ability of the companies to use technology to target consumer more specifically, getting a feel of customer tendencies is still more difficult. Purchasing activities is the sequence of choice and actions of individuals occupied

  • Life Transition a Well Balanced

    In this mix, the therapist will have to identify what the client's view of the situation is. If it reflects reality, the humanist-existentialist. If not, the other solution-based approach may be the best. If this author were the therapist, it would be prudent to see if the entire family unit could be engaged for family therapy. Cognitive behavioral therapy might be necessary for dysfunctional behaviors on the part of the

  • Ethical Behavior Employees in the

    Immanuel Kant, an 18th century German philosopher, established a set of categorical imperatives on how one should conduct their lives, one of them being treat people as an end, and never as a means to an end (Johnson, 2010). A more recent duty-based theory is by British philosopher W.D. Ross, which emphasizes prima facie duties. Like those before him, Ross argues that our duties are part of the fundamental

  • Lithium Transition Metal Oxides as

    The energy it stores (?180 Wh kg?1) at an average voltage of 3.8 V is only a factor of 5 higher than that stored by the much older lead -- acid batteries. This may seem poor in the light of Moore's law in electronics (according to which memory capacity doubles every 18 months), but it still took a revolution in materials science to achieve it. Billions of lithium-ion cells

  • Schumpeter The Transition From Capitalism

    " (Raines and Leather, 2007) This goal was achievable through wealth acquisition derived from "monopoly profits from successful innovations."(Raines and Leather, 2007) Schumpeter held that the ability of these businessmen is that which determines how far they will rise "because in that schema rising to a position and doing well in it is one and the same thing." (1950: as cited in Raines and Leather, 2007) Schumpeter also discussed the

Read Full Book Report
Copyright 2016 . All Rights Reserved