Travel Plans and Market Segmentation: Honeymoon and Vacation - Assignment Example

Table of Contents Introduction 2 Couple A 3 Couple A Honeymoon Vacation 6 Couple B 10 Couple B Vacation Plan 12 Conclusion 16 References 17 Introduction Couple A are looking for romance and indulgence and even spending more time together while their parents who in this case happens to be Couple B are much focused on a luxury and are more inclined towards exploring the history and culture of Venice. This explanation brings about the different between the needs of the two groups, which in most cases is attributed to the age difference between the two (Brunso, Scholderer & Grunert 2004). To exonerate this, it is a matter of fact that, the bride and the groom fall under the Young Optimism VALS, which means that their age is between 20-30 years and in most cases, are active, and therefore tend to indulge more on sports music and other social activities. Their parents are between 50-60 years, therefore are under Visible Achievement VAls segment, and therefore seek quality and value for money. However, it is worth noting that, the two groups have similar cultural background and therefore there are some activities, which they would opt to do together for their lifestyles, are compatible (Divine & Lepisto 2005). It has proved that the psychological dimension of consumer behavior, which reflects much of the differences between modes of living and patterns of consumption that are associated to them. This means that, most of the consumer behaviors, which are associated with psychographics, are linked to the behavior, interest and opinion (AIO). In this case, it is therefore in accord to state that lifestyle patterns will give a better platform to have both couple satisfied in their stay in Vanice Italy. In other words, when the psychographic information of the two couple are incorporated, their needs and wants will be clearly understood. In accordance to research by Kotler and Armstrong (2007), consumers are divided into diverse groups based on their personality and lifestyle when defining them about psychographic segmentation. In other words, psychographic defines and measure the lifestyle of a certain group and therefore the value and lifestyle are definite valuables that define an individual giving organizations a clear picture so as to indentify the ecological consumer segment (Fraj and Martinez 2006). It is therefore in line to define the psychographic segmentation as a behavioral segmentation which divides the market into groups in accordance to visitors’ lifestyles (Brunso, Scholderer & Grunert 2004). This in this case dictates that, even if the two couples come from the same cultural background, there are high chances that their behavior, expectations and needs are very different. Additionally, their behavior is much influences their activities, attitude and expectations. In other words, there is in no way all the activities and attitudes towards certain activities of the two groups are the same (Hur, Kim & Park 2010). They will differ in a big way. Couple A In this category, there are high chances that they will tend to behave in a particular way which may not be welcome to the other group. This is much exonerated by the fact that, their lifestyle is directed by external criteria and is motivated more by inner needs than by the expectation of the others. It is worth noting that, they are motivated by brand names, guarantees and are general impulse buyers (Brunso, Scholderer & Grunert 2004). Additionally they use products to announce status while they buy the same to impress the other person. In other words, there are cases where they buy some products just to experiment. It is also noteworthy that, they get substantial satisfaction from the purchasing process itself (Stoel, Wickliffe & Lee 2004). This means that, there is no single time they can go shopping with the other group for there will be corrosions in regard to the purchasing habits. This category is focused on achieving a good outing or honeymoon and thus this is an opportunity that they are seeking to fulfill and enjoy an outgoing lifestyle (Brunso, Scholderer & Grunert 2004). In other words, they will mostly be involved in travelling so that they can have new experiences and adventure. They are more likely going to opt for cruise ships, buses and trains as their means of transport and mostly, they prefer travelling alone and are more likely going to consider a staying in a budget backpacker and hostel accommodation (Harcar & Kaynak 2008). Additionally, during their honey moon, they are more likely going to consider participating in social activities such as shopping, attending theatre and musical performances and enjoy night life. It is a fact that, they are also much inclined to activities like arts festivals, sports like skiing, hiking, bike riding and adventure activities and the choice of Venice is a good option for they prefer visiting cities. Couple A are more likely going to spend a high on fashion, entertainment and socializing. This therefore means that, social and fashion activities will carry the biggest schedule in the plan of this couple. It is also worth noting that, there are chances that this group will possess a certain attitude as opposed to the other. In other words, this group may have a tendency of avoiding risk and want to just have a vacation that is full of leisure (Brunso, Scholderer & Grunert 2004). This will affect their buying patterns or even their choice of activities and thus considering the psychographic segmentation is of great importance (Quinn, Hines & Bennison 2007). However, both couples are looking for a vacation which they can have optimum relaxation. This means that, there are chances that the motive of the travel for both couples lime. Their main aim is getting away from the everyday life, relax, experience nature, having time for each other and therefore there are some activities which they can both pursue together like wildlife tours, adventure tours can be combined to suit the tastes and the motives of both couples. This group is also prone to be much inclined to self expression. In actual fact, it may not be very accommodative especially when with the other group. Since this group is young, enthusiastic and impulsive, they are likely to go for new possibilities but are also quick to cool. They seek variety and excitement savoring the new and risky and therefore their energy can be channeled to outdoor activities (Santos 2009). It is a matter of fact that couple A will have different behavior as compared to couple B. this is attributed to the fact that, their age different will mean that they will be inclined to different wants and means of satisfaction. Having that they are two different groups, there are high chances that they will have different affective, cognitive and co-native reactions which are aligned with the system of values with which they identify (Hsu & Chang 2008). This will mean that, in as much as they will be spending the vacation in the same place, there in most cases they will spend much time without the other group and therefore only a few chances will they have to share with couple B, for instance during dinner or other activities which will not give rise to a conflict. Additionally, their social classes are very different and therefore their values and lifestyles differ in many ways. The stratification into a certain social class is done with the use of economic assets and power which is the ability to influence others and finally prestige (Ahmad, Omar & Ramayah 2010). This is also defined with the use of education, occupation and income. Comparing the two groups, it an actual fact that their income is different. This will mean that their spending habits will be totally different. In this case, their spending will not be for the most expensive but that which gives them the best pleasure (Brunso, Scholderer & Grunert 2004). The reason as to why the social class matter is that, when understanding the buying patterns and consumption behavior, the dynamics of social class is of great importance. Couple A for this matter will have the same values, norms, attitudes, lifestyle and behavior patterns bearing in mind that their ages are not very different (Ahmad, Omar & Ramayah 2010). They will in most cases be motivated by self expression. As stated earner, they are young, energetic, enthusiastic and impulsive and this is concurrently reflected in their activities. They are likely to spend much on shopping clothes, fast foods, entertainment and hobbies (Brunso, Scholderer & Grunert 2004). Theirs is taking much risks and quickly becoming very exited a new purchase either a product or a service. It is also worth noting that, there are a case when the bride will have some behavior which is connecting to Couple A, who in this case happens to be her parents. They coke from the same cultural background and therefore have much likelihood of behaving the same towards some activities. This being the case, there are some activities which will be done together without any corrosion. This therefore concludes that, it is advisable to have some activities done at the same time by the groups. Activities like wild touring can be done by the two couples at the same time. Couple A Honeymoon Vacation Romantic resort at Piazza San Marco Honeymoon theme is customized to create your own dream holiday Tour Inclusions Transport Transfers within journey Rental car 7 day hire 7 night’s luxury accommodation Breakfast daily 2 x dinners Taste of Venice tour Hot Air Ballooning Safari of the city tour Spar Wild drive Beach Tours Shopping at customer’s expense- But guided Day 1: Arrive Venice Welcome to Venice. You will be met and then transferred to your accommodation. In your room you will be welcomed by Venice traditional wine. You will be picked from Marco Polo airport Day 2: Venice Island You will enjoy a half day taste of Venice tour where you will taste best Venice food and wine for this will be a delicious tour. Your tour driver wills take you round through the city and have sumptuous light lunch. You will then go to Saint Marks Square for some sea food tasting. Here you will also have locally produced food. The tour will end at the Piazza San Marco where you will interact with Sidewalk Cafes and fancy shops, enjoy scenery and people and live music and taking photos and videos for free. Day 3: De tour This morning you will enjoy your exciting shotover Venice Combo where you will have a chance to jetboat the canals with shotover jet and then have a spectacular scenic helicopter flight over the sceneries. You will then enjoy spur in the hotel as u relax in the swimming pools near you room where you will be served with juices of you choice. Day 4: Gondola Ride You will have tour through the city networks of canals as you explore most famous bridges there. This will include lagoon, island and beaches suitable for a day trip. This will include excursions to Murano and Torcello where you will watch craftsmen create famous glass works and enjoy strip of beaches in Venice Lido. Day 5 You will be taken to the train station which is the main transportation mode in the city. The station is on the northwestern edge of the city. Parking garages are nearby but across the Grand Canal in Piazzae Roma. You will enjoy the sceneries and do shopping in different regions. Like Doge’s palace and Giant’s Stairways. Plan to buy Venetian glass, carnival masks, marble paper and even watercolors. Day 6 Early morning start to experience sunrise over the lake and mountains from the serenity of hot air balloons. Float gently with the breeze, enjoy the views. If the weather will permit you will then you will be met at you accommodations by representative from Venice Safaris for your 4WD sightseeing excursion and then transferred back to your accommodation. Day 7 Drive to the airport where you will drop off you rental car and bard you flights. Note that you flight is not included. Couple B Couple B fall under the category of visible achievers VALs segment which as the name suggests have achieved much. In other words, they are achievement oriented and therefore value success, leadership and prestige (Ahmad, Omar & Ramayah 2010). They are even considered to be comfortable and efficient. In anything they are opting to buy, it must reflect success and innovation. They therefore go for the top line product and therefore their package is more expensive and more luxurious to give them what they want and most importantly give them value for their money. The personality variables are very important when coming up with these packages. This is attributed to the fact that, these personality values are due to behavior and perceiving situations of a specific product (Hsu & Chang 2008). Additionally, the personal values are presented by behaviors or attitude due from a category products and specific situation. This therefore means that, their choice of package differs in a big way from that of couple A. It is a point to note the, there are chances that the activities, interests, opinions, attitude and values of these two groups differ in a big way. When couple A a looking for a more romantic vacation, couple B are looking for an adventurous tour and a looking for those activities that will give them a value for their money (Brunso, Scholderer & Grunert 2004). Moreover, it is a fact that, this group comprises of a couple that is motivated by achievement. This additionally defines them as those who are work oriented and thus gets their satisfaction from their family. This will, mean that in most of their tours, groups big or small will be the best option for them (Ahmad, Omar & Ramayah 2010). They require people around them so that they can share experiences and thus get satisfaction in the long run and most importantly learn more in life. When it comes to what they are buying like going for established brands that will define their class (Brunso, Scholderer & Grunert 2004). That is why in this case, their transport will involve a Mercedes which is air conditioned to give them maximum comfort. In tours that will require groups, both couples will accompany each other for this will not result to corrosion of interests. However, when it comes to shopping, couple A are looking for fashion, impression and thus are out to buy something to get other commendations but for couple B are for branded and expensive products which will define their class (Ahmad, Omar & Ramayah 2010). Theirs is what is already established in the market which in many cases may result to be very expensive. But they are willing to spend as much as they can provide they get value for their money in whatever expense they get. As for achievers, they have many wants and needs which must be met amicably. Image is the most important to them; they even favor established, prestige products and service that demonstrate success (Ahmad, Omar & Ramayah 2010). This being the case, the choice of the hotel and places to visit has been put into consideration. As for the places of couple A, all what matters is enjoyment and if that is delivered, then they are going to be satisfied. It is of great importance to note that, the social life of these couples revolve around their work family and places of worship. They live convectional lives and value consensus, predictability and stability over risk (Foedermayr 2008 ). This means that, giving them a package that will be educative, that revolve around the religion will be of great importance. Since they value their places of worship, it is of great important that they visit places which are more inclined to their religions and mostly the history of their religion. In this case, they will visit ancient church buildings and get to know more about the history of Christianity in this region. It is also noted that, luxury is a priority to them. Luxury in this case means quality, good taste, and class and thus all this must be delivered in every activity offered to them (Fraj & Martinez 2006). Luxury is a personal, relative and it involves cognition and other needs. Luxury brands must be able to interact and fulfill the customer emotional needs to the maximum. This being the case, there is a need to understand the relationship between the two so that the services offered to couple B may be successful and competitive. Behavior is controlled by a certain independent psychological trait. This means that, the psychological situation of an individual is directly correlated to the consumer behavior. Having that the psychological situation of the two couples are different means that, there is in no way they are going to opt for the same services (Ahmad, Omar & Ramayah 2010). However, there is certain situation when they are going to have same activities like beach tours and anything to do with game safari. Their pattern of thinking is associated with the proof of having made up a big social ladder, demonstrated by swimming pool, Mercedes and an expensive private guide for their tour in this vacation. Personal recognition and other tangible rewards of success such as travel, recreation, and holiday locations are some of their options in this package (Orth et al 2004). Couple B Vacation Plan At the most luxurious hotel in Venice – Bauer Il Palazzo. A five star luxury hotel overlooking the Grand canal off Piazza San Marco Tour Inclusions Transport Transfers within journey 7 night’s luxury accommodation Breakfast daily 2 x dinners Taste of Venice tour A visit to Florence Spar Wild drive Beach Tours Shopping at customer’s expense- But guided Day 1 Welcome to Venice. You will be transferred to the Piazza San Marco hotel in a private Mercedes air conditioned vehicle. Awaiting you there will be a Venice branded wine in a double classic room with full buffet breakfast. Rest of the day at your leisure Day 2 You will enjoy a half day taste of Venice tour where you will taste best Venice food and wine for this will be a delicious tour. Your tour driver wills take you round through the city and have sumptuous light lunch. You will then go to Saint Marks Square for some sea food tasting. Here you will also have locally produced food. The tour will end at the Piazza San Marco where you will interact with Sidewalk Cafes and fancy shops, enjoy scenery and people and live music and taking photos and videos for free. Day 3 Wake up and have a 4 hour tour into the museum where u will learn more about the culture of the people and Venice as a region. At 2.00 pm you will join our small group walking tour maximum 10 people to explore the environs of St Marks Square with skip line reservation to enter St Marks Basilica and a in depth tour to interior of the church. Then you will be exposed to a discovery of enchanting hidden Venice as you walk through Labyrinth of narrow alleyways and side canals with expert guides. Day 4 At 10.00pm enjoy a small group Gondola ride – Maximum of 6 people and you will have tour through the city networks of canals as you explore most famous bridges there. This will include lagoon, island and beaches suitable for a day trip. This will include excursions to Murano and Torcello where you will watch craftsmen create famous glass works and enjoy strip of beaches in Venice Lido. Day 5 From 3.00pm you will be taken through the city as you do shopping for branded and Italian brands of anything you want from wine to clothing. The tour will have a licensed guide and a driver just in case you don’t want to walk. Later enjoy spur in the hotel Day 6 After breakfast you will be transferred to the railway station where you will depart to the next destination for one night.- Florence. Travelling in first class reserved seats on a hi speed Euro Star train. You will be met and transferred to the centrally located five star hotels L ‘Orologio where you will stay for one night. Rest the day at your leisure Day 7 After breakfast, a tour guide will introduce you to Florence and its numerous attractions and later in the day take the train back to Venice and later conclude the vacation with a private water taxi transfer to Venice Marco Polo airport by a combination of a private water taxi and private car taking you directly from your hotels to the departure terminal of Marco airport All our Vacation packages can be customized to suit your own particular need and we can easily add additional nights and services to you package. Conclusion Conclusively, both couples have travel packages that are customized to fit their plans and needs. 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