Ch. 6 Consumer Decision Making

Airbnb users go through certain factors before they make a purchase decision.

Recognizing Airbnb

Airbnb's product need recognition is based on two concepts: to have a nice travel experience in an more affordable place and also to make money out of it.  Airbnb's product is stimulated externally through advertising to consumers by creating these desirable ideas of travelling.  

Researching

Once users recognize the amenities of Airbnb they go to an information search. Like other online based companies such as Amazon and Yelp,  Airbnb relies on a external information source such as reviews of consumers who tried the company's services and want to recommend it to other consumers based on their experiences. Airbnb has a non-marketing-controlled information source because it needs an online review system to attract more hosts and guests.

• 

  Denise

  beautiful apartement and big room! especial position closed to the sea ;) very nice person!!!!!

  August 2012

Evaluating and booking through Airbnb 

Users make an evoked set regarding the advantages of the service. Once they decide to use Airbnb, they choose when they want to rent a space. Some people find it convenient when a trip approches or when they have the need to rent their place in order to pay the rent. Airbnb has various alternatives to choose from. From single bedrooms to entire islands, users can select what they want depending on how much they are willing to pay. Finally they are ready to make the purchase decision. 

User experience 

Airbnb has a large amount of satisfied users. Sometimes consumers' great experiences go over their expectations. They are not only booking rooms but they are also making friends. However there are some unhappy users. The possibility of getting dangerous guests and hosts are disconcerting but consumers try to avoid such thoughts and try to focus on the positive expectations.   

Getting highly involved

Airbnb users have high involvement in the decisions regarding whether or not they should be part of this experience. It is not usual for them to welcome strangers to their homes or to go to a strangers house. Even though they expect positive results, they are aware of the possible negative consequences.

Cultural Friendly 

The travel network emphasizes its costumer friendly approach with cultural and and social factors. It is of their best interest to attract as many tourists as they can and to promote a friendly atmosphere to ensure good reviews and positive blogs.