There was an opportunity last December to visit Sydney and stay in Melbourne, having tourism experience. The rip lasted for 3 days and 2 nights and the following degree of satisfaction can be assessed to address consumption process issues and evaluate stages in consumer’s decision-making:
Pre-purchase issue included deciding to make a trip to Australia, based on the previous experience, conveniences to finish studies and affordability of the chosen services (Lamb, Hair & McDaniel 2011). Problem recognition was based on motivation to spend time together, that can be explained as need of relaxation and enhancement of relationships (Sharpley 2006). Therefore, internal stimuli generated consistent judgements of accessible content when recall of the required information was easily experienced (Schwarz 2004; Solomon, Russell-Bennett & Previte 2010). Informational search included low level of involvement, because of the previous travelling experience, which required brief Internet search (Blythe 2008). Evaluation of alternatives included consideration of emphasized offer of free accommodation in the friend’s from Hong Kong house in Melbourne. Therefore minimum acceptability value was prevailing owing to absence of financial risk factor, perceived risk of negative consequences and risk of making wrong decision (Lamb et. al 2011; Blythe 2008).
Purchase issue was based on the entire satisfaction of the preferable choice of destination of unplanned trip, which did not involve complex and time-consuming set of decisions and expectations (Crouch et.al 2004). Therefore, product choice was justified by the factors of convenient residing, price affordability and necessity to finish studies. Still, timing of the trip left some opportunity to visit fish market and Manly beach.
Post-purchase issue is determined by the positive memory feedback, which is reinforced by complete satisfaction and minimal cognitive dissonance, which is justified with the absence of contradictions to assess the trip as a failed one (Crouch et.al 2004; Lamb et. al 2011). Positive outcomes are determined with reminisces of the trip’s funny moments, such as photo shoot with Chinese girl and awkward situation on the beach, and enjoyment of unforgettable time.
Therefore, decision-making process was simplified, because two stages of informational collection and travel decision were integrated in one, due to financial, timing and other stimulating factors (Ivanovic 2009). Moreover, these factors influenced simplicity of decision-making process and stimulated positive response of the chosen alternatives (Solomon, et. al 2010).
In addition, case study example assessed Gilbert’s consumer decision-making model, because timing and money factors influenced consumer psychology and affected outcomes of the decision-making process (Swarbrooke & Horner 2009). However, motivation and meta-cognition experience helped to decrease decision-making process and benefit from it (Schwarz 2004).