Consumer Behavior

Chapter 6: Consumer Markets and Consumer Buying Behavior

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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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?” Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Model of Buyer Behavior Marketing and Other Stimuli

Buyer’s Black Box

Buyer Responses

Mark eti ng

Bu yer Ch ara cteri stics Bu yer Deci sion Proces s

Prod uct Ch oice Bra nd Choi ce

Product Price Place Promotion

Other

Economic Technological Political Cultural Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

Purch ase Tim in g Purch ase Am ount

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Factors Influencing Consumer Behavior Cu ltural Soc ial Cu ltu re

Ref eren ce grou ps

Su bcu ltu re

Fami ly

Soci al cl ass

Rol es and statu s

Pe rson al Age and li fe- cy cle Occu pa tion Econ om ic situ ation Li fes tyl e Per sonalit y and sel f-con ce pt

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

Ps ycholog ic al Moti vati on Pe rcep tion Learn in g Beliefs and atti tu des

Bu ye r

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Factors Affecting Consumer Behavior: Culture Culture is the Most Basic Cause of a Person's Wants and Behavior. Su bc ultu re • Group of people with shared value systems based on common life experiences. • Hispanic Consumers • African American Consumers • Asian American Consumers • Mature Consumers Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Factors Affecting Consumer Behavior: Culture Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family. So cia l Cla ss • Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors. • Measured by: Occupation, Income, Education, Wealth and Other Variables.

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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• •

Groups Membership Reference

• •

Factors Affecting Consumer Behavior: Social

Family (most important) Husband, wife, kids Influencer, buyer, user

Social Factors

Roles and Status Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Factors Affecting Consumer Behavior: Personal Personal Personal Influences Influences Age Age and and Life Life Cycle Cycle Stage Stage

Occupation Occupation

Economic Economic Situation Situation

Personality Personality && Self-Concept Self-Concept

Lifestyle Lifestyle Identification Identification

Activities Activities

Interests Interests

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

Opinions Opinions

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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VALS 2

Actualizers

Principle Oriented

Status Oriented

Fulfilleds

Achievers

Believers

Strivers

Minimal Resources

Abundant Resources

Action Oriented Experiencers

Makers

Strugglers

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Factors Affecting Consumer Behavior: Psychological Motivation

Beliefs and Attitudes

Psychological Factors Affecting Buyers Choices

Perception

Learning Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Psychological - Motive •A motive is a need that has a sufficient level of intensity. Creating a tension state that drives the person to act. •Satisfying the need reduces the felt tension.

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Psychological - Perception The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Psychological - Learning

Changes in an individual’s behavior arising from experience.

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Psychological - Attitude An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Maslow’s Hierarchy of Needs Self Actualization

Esteem Needs (self-esteem) Social Needs

(sense of belonging, love)

Safety Needs

(security, protection)

Physiological Needs (hunger, thirst)

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Buyer Decision Process Pur cha se Dec is io n Evaluation of Alternatives

Postpurchase Behavior

Information Search Need Recognition Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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Consumer Behavior and Services •Search •Experience •Credence

qualities

qualities

qualities

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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When Search Qualities are Lacking • • • •

Personal sources of information More post-purchase evaluation than pre-purchase evaluation Price and physical qualities are major tools Evoked set is smaller

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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When Search Qualities are Lacking • • • •

Innovations adopted more slowly Perceive greater risks Brand switching is less frequent Self blame for dissatisfaction –

Source: Valarie Zeithaml, “How Consumer Evaluation Processes Differ Between Goods aand Services,” in Marketing Of Services, 1981, pp. 186-190.

Marketing for Hospitality and Tourism, 3e Philip Kotler, John Bowen, James Makens

©2003 Pearson Education, Inc. Upper Saddle River, NJ 07458

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