Answer to Question #308793 in Marketing for niki

Question

Case Study – Spring Break Vacation

Every year, students flock to popular “Spring Break” locations in southern United States to enjoy surf, sun, and sand vacations. This is particularly true of students who attend colleges in the northern part of the United States where the weather is still cold in late February and March. Some of the more popular destinations are Cancun (Mexico), Panama Beach (Florida), and South Padre (Texas). In addition to these popular destinations, students are also visiting less traditional locations such as ski resorts, casinos, and cities on other continents (e.g., Europe and South America).

The other option is for students to participate in an alternative “Spring Break” program.

1. Briefly describe how a typical student would go through the consumer decision- making process. What would s/he do at each stage?

2. What external influences would likely affect the process?

3. What internal influences would likely affect the process?

Answer 1

There are five key steps in the customer decision-making process. This is the method by which customers consider their options before making a purchase. Problem identification, information gathering, alternative evaluation, purchase decision, and post-buy evaluation are the five steps.