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Introduction to Hospitality Consumer Behavior

Introduction to Hospitality Consumer Behavior. Describing Consumer Behavior SOCIAL SETTING SOCIAL FORCES ROLES ATTITUDES RELATIVE TO ROLES Reasons to Study Consumer Behavior. External Influences Culture Socioeconomic level Reference groups Households. Internal Influences

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Introduction to Hospitality Consumer Behavior

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  1. Introduction to Hospitality Consumer Behavior • Describing Consumer Behavior • SOCIAL SETTING • SOCIAL FORCES • ROLES • ATTITUDES RELATIVE TO ROLES • Reasons to Study Consumer Behavior

  2. External Influences Culture Socioeconomic level Reference groups Households Internal Influences Personal needs and motives Experience Personality and self-image Perception and attitude Factors that Influence Consumer Behavior

  3. Maslow’s Hierarchy of Needs • Physiological Needs • Safety Needs • Social and Belonging Needs • Esteem Needs • Self-actualization Needs

  4. Consumer Discretionary Purchasing over a Lifespan • Possession Experiences – less than 40 • Catered Experiences – ages 40 to 60 • Being Experiences – ages 60 to 80+

  5. Consumer Adoption Process • Innovators – 2.5% • Early Adopters – 13.5% • Early Majority – 34.0% • Late Majority – 34.0% • Laggards – 16.0%

  6. Consumer Decision-Making Model • Problem recognition • Information search Table 3.1 Comparison of Information Sources

  7. Consumer Decision-Making Model (Continued) • Evaluation of alternatives • Evoked set -A set of brands that will be considered in the final purchase decision • Purchase decision • Post purchase evaluation • Cognitive dissonance -Consumers may have second thoughts or negative feelings after they have purchased a product or service

  8. Compensatory Consumers use a product’s strengths in one or more areas to compensate for deficiencies in other areas Noncompensatory Conjunctive: exceed minimums on all attributes Disjunctive: exceed minimum on at least one attribute Lexicographic: prioritize and consider one attribute at a time Consumer Problem-Solving Processes

  9. Consumer Problem-Solving Techniques • Routine Response Behavior – habitual response with little search or evaluation • Limited Problem Solving – some search and evaluation • Extended Problem Solving – extensive search and evaluation

  10. Table 3.3 Problem-solving Techniques

  11. Characteristics of Organizational Buying • Larger volume purchases • Derived demand • More emphasis on specifications and service • Professional buyers and more negotiation • Repeat business • Multiple buyers

  12. Members of an Organizational Buying Unit • Users – people that actually use the product • Influencers – people with expertise who may help determine specifications • Buyers – people who make purchase • Deciders – people with the authority to select or approve a supplier • Gatekeepers – people who control the flow of information © 2010 John Wiley & Sons, Inc.

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