Technological breakthroughs in transport have had an even more dramatic impact on the way we live our lives than those in communication. Mass air travel is perhaps the biggest contributor to the changes, opening up possibilities that were impractical, or at least extremely time-consuming, in the past. Before the advent of commercial airlines, a trip from Europe to South Africa or Australia took months.

For some time, the emphasis in our hectic and stressed-out world has been on getting from A to B as quickly as possible. Travellers have tended to favour the plane and the car as the speediest modes of transport. Cars were also preferred to public transport as they were considered more comfortable, more convenient and of higher status. The late Baroness Thatcher, formerly Margaret Thatcher, the UK Prime Minister, famously remarked in a 1986 government debate: A man who, beyond the age of 26, finds himself on a bus can count himself as a failure, yet today governments are encouraging the use of public transport rather than cars while environmental pressure groups advocate trains and boats rather than planes. Whether or not such green policies will prevail, will depend upon consumer attitudes and behaviour.

Many people are switching from plane to train in order to reduce their carbon dioxide emissions. Eurostars Business Premier class, which has a 10-minute check-in facility and a work-friendly environment on board, has become increasingly popular with busy executives. In 2009, Eurostars daily ticket sales were approximately 1.85m and rising, the growth coming mainly from business travel.

Richard Brown, Chief Executive of Eurostar, commented: The growth in traveller numbers clearly indicates that concerns about the environmental impact of short-haul air travel, combined with the worsening experience of flying, are prompting more people to look for a greener and easier way of travelling to the Continent.

Eurostar is leading the way in an image change for train travel generally. Its excellent punctuality record, has been a key factor in changing attitudes towards train travel.

The service has got even better since the terminus at St Pancras opened. Passengers are whisked from London to Paris in just 2 hours 15 minutes and London to Brussels in only 1 hour 51 minutes. When compared to the time it takes just to get to the departure gate at a UK airport (upwards of two hours), the train looks even more attractive.

Duncan Scott travels from London to Paris on business at least once a week. He has always taken a taxi to Heathrow airport (a journey of about 10 miles) and then flown from there. At Charles de Gaulle airport, he gets another taxi to his destination in Paris. However, his friends are starting to harass him about his carbon footprint some seriously, some light-heartedly. His girlfriend, Annie, has done the research and found that he could walk to his local tube station, catch a tube to Kings Cross Railway Station, stroll through the smart shops and cafes of St Pancras International and from there take the Eurostar to Paris Nord in the heart of the French capital. Then he could take the Metro, though it would mean two changes and would take about three-quarters of an hour, or he could take a taxi which would be quicker. Annie thinks he should take the Metro but Duncan dislikes being underground and is worried about getting lost.

He is also concerned that the train may actually cost more and that his firm will be reluctant to pay for it. The travel department, who book everything, are notoriously inflexible and cost-conscious. However, he is playing golf with his boss and the Finance Director soon and has promised Annie that he will raise the issue. He hasnt dared tell her about the Finance Directors attitude to trains. According to him, train travel is for other people. He flies, drives his Bentley or is driven by someone else usually someone wearing a peaked cap.

As well as trying to reorganise Duncans travel arrangements, Annie is worried about Duncan who seems stressed and in need of a good holiday (they havent had one for nearly a year). She can only take one week off work so they need to spend as little time travelling as possible so that they have enough time at their destination. Duncan thinks they should fly but is leaving the decision to Annie. She is worried about what her friends will say if she flies, given the fuss she has been making about Duncan flying to Paris. One of her friends, Irene, is a travel agent and she is trying to find suitable ferries and trains for them to get to their first-choice destination, Austria, where they had planned to hike. So far it is not looking hopeful. Irene has suggested they go to France or Holland instead. There is the possibility of hiring a barge in Holland, which really appeals to Duncan. Annie would prefer horse riding in the Camargue, although her mother is absolutely against it, claiming that it is far too dangerous. She suspects that they will end up cycling somewhere as a compromise and she is content with that as long as they dont have to fly.

Travel decisions have been dominating Annie and Duncans lives. Their flat is liberally scattered with brochures, the PC seems to be permanently linked to travel sites like Tripadvisor and last minute.com and they get at least six automated messages a day from travel companies. When Duncan gets home from a long day, made longer by a security alert at Heathrow, he finds Annie excitedly waving two tickets to Amsterdam (ferry and train). Her mother has decided to treat them to a Dutch canal trip.'

QUESTION:

1. Identify all the people involved in the two purchase decisions outlined in the case study: Duncans Paris journeys and the couples holiday plans. Comment on these peoples roles and information needs. Explain and justify your answer.

2 What factors, internal and external, are likely to influence Duncans decision about Paris? How?

3 Apply the decision-making framework to Annie and Duncans holiday decision, picking relevant information out of the case and adding to it from your own knowledge (e.g. of information sources) if you can. What is likely to influence the outcome of each stage? How can marketing techniques assist the couple in their decision-making?