Consumer Behavior in Travel and Tourism/GROUP 2: Decision rules

Interview 8 people who have the experience of making a purchase of leisure tour packages. Based on their most recent purchase experience, find out how these individuals are making the decision, the decision rules they use, and the factors influenced their decision. Audio-tape or videotape these verbal responses and prepare transcripts for analysis.

Analysis: a) How did they come up with the decision? b) What criteria have they considered when making the decision? c) Summarise and compare the decision rules (e.g., compensatory, non-compensatory, etc.) used by these consumers. d) Develop implications for the marketing managers of tour packages. Attach tables and/or charts comparing the decision rules used for the brands.

Group 2:

• MAN Chui Ying, Rachelle (07598597d)
• LAI Ka Yi, Jackie (07599489d)
• CHEUNG Lai Sha, Lisa (07553985d)
• MAK Wing Ka, Maggie (07576790d)