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Findings from these group discussions form the basis of brand strategy and creative selling ideas.
In this month's issue we share snippets of information on:
Have Holidays, Will Travel!The travel bug has hit the Malaysian consumer as he/she enters the new millennium. Family holidays are gaining in importance and attractiveness, and our Family Builders, parents between the ages of 25 and 40 years, feel that life would be incomplete without at least one annual getaway with the wife and kids. The typical holiday involves staying away for two to three nights and three to four days, and travelling alone is an unpleasant thought.The Beach, not the Hills!The beach is a more popular destination than the hills - this situation has not changed over the past couple of years. Water has been found to be pleasurable, relaxing and an ideal prerequisite of a good, informal family holiday. Water and waves, appear to admirably meet the holiday needs of the family.Women emerging as important decision makersWomen/Spouses are emerging as important influencers in family decision making concerning travel and holiday. Working women who contribute towards the family holiday expenses, play an especially important role.Travel not only broadens the mind, it also flattens the financesThe amount of money required for the holiday travel, is top-of-mind as the most important criterion in the decision making process. It is interesting to note that budgeting for family holiday travel is emerging as an important and necessary task by the consumers. The money spent is looked upon as a positive investment in family well-being and happiness.Travel Agents not looked upon as friendsTravel agents are generally not looked upon as being indespensable for ensuring a good family holiday. There has not been a close, caring relationship with the consumer in evidence. This service industry needs to give a lot more serious thought and planning to developing and nurturing consumer and service provider relationships.On-line travel reservations unheard ofLevels of discomfort at the thought of making online travel reservations, outstrip the excitement and desire to explore travel reservations on the Net. The consumer is still so wary and unsure, and mentally conjures up several What If scenarios associated with online travel options.
The Scenario is changing... the Future is bright!Judging from the responses obtained from the teens, the concept of holiday travel is going to increase in strength and appeal. Travel, which represents Freedom for the teens, and Family Fun times for the adults, will become an increasingly important item of discretionary spending in the years to come. No travel related brand clearly enjoys special equity at this point in time, and therefore the opportunity to occupy that special position in the mind and heart of the consumer is wide open!Watch out for more interesting Consumer Insights next month!
Dr Deenaz Damania,
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Welcome to the world of the consumer! As part of an ongoing, global initiative, executives at McCann-Erickson meet with groups of consumers every month.Branding Asia - articles, research, analysis, reviews & surveys on marketing & brand strategy in Asia.