Choosing a holiday can be a major consumption decision, subject to many competing influences.

Choosing a holiday can be a major consumption decision, subject to many competing influences. This assignment requires you to look at the holiday destination choices of 3 people, and provide your analysis on those factors leading to their decisions.

Firstly,download the 5 survey questionnaires completed by 5 different respondents (these questionnaires will be posted on Moodle from Week 5). After reading through these questionnaires, please pick 3 questionnaires/respondents (you can pick any 3 you like) as the target for your analysis. You will notice that these questionnaires are mainly about making decisions among 6 different holiday options.

Secondly,  use the theoretical areas below to analyse the behaviour of your chosen respondents. Please explain the differences between their rankings of evaluative criteria and their choices of holiday destinations, using theories from:


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