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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River, NJ 07458 Kotler, Bowen, and Makens

Chapter 6

Consumer

Markets andConsumer

Buying

Behavior

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To be a bullfighter, you must first

learn to be a bull.

-Anonymous


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Chapter Objectives

Name the elements of the stimulus

response model of consumer behavior

Outline the major characteristicsaffecting consumer behavior

Explain the buyer decision process


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Consumer Buying Behavior

Consumer buying behavior refers to thebuying behavior of final consumers

individuals & households who buy goods

and services for personal consumption

The central question for marketers is: How

do consumers respond to variousmarketing efforts the company might

use?


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Five Premises of Consumer

Behavior Consume behavior is purposeful and

goal oriented

The consumer has free choice

Consumer behavior is a process

Consumer behavior can be influenced

There is a need for consumer education


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A Model of Consumer

Behavior


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Personal Characteristics

Affecting Consumer Behavior Cultural Factors

Social Factors

Personal Factors

Psychological Factors


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Factors Influencing Consumer

Behavior


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Cultural Factors

Cultureis the most basic determinant of a

persons wants and behavior

Subculturesare groups of people with

shared value systems based on common lifeexperiences and situations

Social classesare relatively permanent and

ordered divisions in a society whose

members share similar values, interests, and

behaviors


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Social Factors

Consumer behavior is influenced

by:

Consumers groupsFamily

Social roles

Status


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Consumer Groups

An individuals attitudes and behavior

are influenced by many small groups

Types of groups

Membership groups

Reference groups

Aspirational groups

Opinion leaders


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Personal Factors

Age and Life-Cycle Stage

Occupation

Economic Situation

Lifestylea persons pattern of living asexpressed in his or her activities, interests,and opinions


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Personal Factors

Lifestyle

Values and Lifestyles (VALS) framework

American Lifestyles

Believers (principle oriented consumers)

Achievers (successful, work-orientedpeople who get satisfaction from their jobs)


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Personal Factors

Personalityis a persons distinguishing

psychological characteristics that lead to

relatively consistent and lasting responses to

his or her environment

Self-Conceptisthe complex mental pictures

people have of themselves, also known as

self-image


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Motivation

Maslows Theory of Motivation Sought to explain why people are driven by

particular needs at particular times

Herzbergs Theory A two-two factor theory that distinguishes

dissatisfiers (factors that cause dissatisfaction)and satisfiers (factors that cause satisfaction)


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Physiological Needs(hunger, thirst)

Safety Needs

(security, protection)

Social Needs(sense of belonging, love)

Esteem Needs(self-esteem)

SelfActualization

Maslows Hierarchy of Needs


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Perception

Selective Attention Consumers are constantly bombarded with

information and will screen out stimuli Selective Distortion

Messages to do not always come across in thesame way the sender indented.

Selective Retention People will forget much that they learn but will

tend to retain information that supports theirattitudes and beliefs


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Learning describes changes in anindividuals behavior arising fromexperience

A beliefis a descriptive thought that aperson holds about something

An attitude describes a persons relativelyconsistent evaluations, feelings, andtendencies toward an object or an idea


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Buyer Decision Process


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Need Recognition

For the decision process to begin, a

potential buyer must first recognize a

problem or need

Can be caused by internal or external

stimuli


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Information Search

Information can be obtained from:

Personal Sources

Family, friends, neighbors, and acquaintances

Commercial Sources

Advertising, salespeople, dealers, packaging,

and displays

Public Sources Restaurant reviews, editorials in the travel

section, consumer-rating organizations


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Evaluation of Alternatives

Products are seen as bundles of

product attributes

Customers rank attributes and form

purchase intentions


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Purchase Decision


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Post Purchase Behavior

The smaller the gap between customer

expectations and perceived performance,

the greater the customers satisfaction

Cognitive dissonanceis buyer discomfort

caused by post purchase conflict


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Best Practices

Consumers often view price as anindication of quality

Dissatisfied customers may notcomplain

Employees must seek out consumerdissatisfaction


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Best Practices in Consumer

Markets and Consumer Buying

Behavior

What did these hotels do?Pebble Beach Resorts

Yum Brands

El Questro, Western Australia


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Key Terms

Aspirational group

Attitude

Belief Brand image

Cognitive dissonance

Culture


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Key Terms Family life cycle

Learning

Lifestyle Membership groups

Motive (or drive)

Opinion leaders


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2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River NJ 07458 Kotler Bowen and Makens

Key Terms

Personality

Reference groups

Role Self-concept

Social classes

2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th editionUpper Saddle River NJ 07458 Kotler Bowen and Makens

ch06 thm

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