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Chapter 6 Consumer Markets and Consumer Buying Behavior

Chapter 6 Consumer Markets and Consumer Buying Behavior . “To be a bullfighter, you must first learn to be a bull. ” - Anonymous. © 2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition

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Chapter 6 Consumer Markets and Consumer Buying Behavior

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  1. Chapter 6Consumer Markets and Consumer Buying Behavior

  2. “To be a bullfighter, you must first learn to be a bull.”-Anonymous ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  3. Chapter Objectives • Name the elements of the stimulus–response model of consumer behavior • Outline the major characteristics affecting consumer behavior • Explain the buyer decision process ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  4. Consumer Buying Behavior • Consumer buying behavior refers to the buying 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 various marketing efforts the company might use?” ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  5. 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 ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  6. A Model of Consumer Behavior ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  7. Personal Characteristics Affecting Consumer Behavior • Cultural Factors • Social Factors • Personal Factors • Psychological Factors ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  8. Factors Influencing Consumer Behavior ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  9. Cultural Factors • Culture is the most basic determinant of a person’s wants and behavior • Subcultures are groups of people with shared value systems based on common life experiences and situations • Social classes are relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  10. Social Factors • Consumer behavior is influenced by: • Consumers’ groups • Family • Social roles • Status ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  11. Consumer Groups • An individual’s attitudes and behavior are influenced by many small groups • Types of groups • Membership groups • Reference groups • Aspirational groups • Opinion leaders ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  12. Personal Factors • Age and Life-Cycle Stage • Occupation • Economic Situation • Lifestyle –a person’s pattern of living as expressed in his or her activities, interests, and opinions ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  13. Personal Factors • Lifestyle • Values and Lifestyles (VALS) framework • American Lifestyles • Believers (principle oriented consumers) • Achievers (successful, work-oriented people who get satisfaction from their jobs) ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  14. Personal Factors • Personalityis a person’s 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 ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  15. Psychological Factors • Motivation • Maslow’s Theory of Motivation • Sought to explain why people are driven by particular needs at particular times • Herzberg’s Theory • A two-two factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) and satisfiers (factors that cause satisfaction) ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  16. Self Actualization Esteem Needs (self-esteem) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) Maslow’s Hierarchy of Needs ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  17. Psychological Factors • Perception • Selective Attention • Consumers are constantly bombarded with information and will screen out stimuli • Selective Distortion • Messages to do not always come across in the same way the sender indented. • Selective Retention • People will forget much that they learn but will tend to retain information that supports their attitudes and beliefs ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  18. Psychological Factors • Learning describes changes in an individual’s behavior arising from experience • A belief is a descriptive thought that a person holds about something • An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or an idea ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  19. Buyer Decision Process ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  20. 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 ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  21. 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 ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  22. Evaluation of Alternatives • Products are seen as bundles of product attributes • Customers rank attributes and form purchase intentions ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  23. Purchase Decision ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  24. Post Purchase Behavior • The smaller the gap between customer expectations and perceived performance, the greater the customer’s satisfaction • Cognitive dissonance is buyer discomfort caused by post purchase conflict ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  25. Best Practices • Consumers often view price as an indication of quality • Dissatisfied customers may not complain • Employees must seek out consumer dissatisfaction ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  26. Best Practices in Consumer Markets and Consumer Buying Behavior • What did these hotels do? • Pebble Beach Resorts • Yum Brands • El Questro, Western Australia ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  27. Key Terms • Aspirational group • Attitude • Belief • Brand image • Cognitive dissonance • Culture ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  28. Key Terms • Family life cycle • Learning • Lifestyle • Membership groups • Motive (or drive) • Opinion leaders ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

  29. Key Terms • Personality • Reference groups • Role • Self-concept • Social classes ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ 07458 Kotler, Bowen, and Makens

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