Problem:
Marketers know that many influences act upon the customer during the consumer decision making process. The last child of the family has now gone away to University. The parents now have the time to take a longer vacation together and are trying to decide if they should: • go on a cruise to the Baltics, stopping in St. Petersburg to see the Hermitage museum and also visit London in the UK before going to Southampton on the coast for the cruise ship, • rent a car and drive through France or, • visit Malaysia, Singapore and Australia. They are planning to go for one month.
a. Outline the steps in their decision-making process and discuss the potential social, personal influences and decision-making factors that could steps in the process.
b. Using the online context, explain what marketers can want at each stage to assist consumers