Decision making processes

How do people decide about when, where and with whom they travel? What factors do they take into consideration when making these decisions? Answers to these and other similar questions are just a few examples of the way in which markets can be segmented based on consumers behaviour in the decision making process. Others behavioural characteristics relating to the decision making process include consumers loyalty (or otherwise) to brands; or the degree to which consumers are comfortable in taking risks. Consumers may also be segmented according to their adoption of new innovations. So for example, do they use the internet for research and bookings? Do they refer to internet consumer reviews and travel blogs during their decision making process? It may be that for some consumers relatively little time is spent planning in advance. This latter group of consumers may therefore share certain ‘impulsive’ behavioural characteristics and often ‘last minute holiday deals’ are targeted towards this segment of the market.