Chapter 6 Consumer Markets and Consumer Buying Behavior
Chapter 6: Consumer Markets and Consumer Buying Behavior Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 1
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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 2
Model of Buyer Behavior Marketing and Other Stimuli Buyer’s Black Box Buyer Responses Marketing Buyer Characteristics Buyer Decision Process Product Choice Brand Choice Product Price Place Promotion Other Economic Technological Political Cultural Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Purchase Timing Purchase Amount © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 3
Factors Influencing Consumer Behavior Cultural Social Culture Reference groups Subculture Family Social class Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Psychological Motivation Perception Learning Beliefs and attitudes Buyer © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 4
Factors Affecting Consumer Behavior: Culture is the Most Basic Cause of a Person's Wants and Behavior. Subculture • 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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 5
Factors Affecting Consumer Behavior: Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family. Social Class • 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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 6
Factors Affecting Consumer Groups Behavior: Social • Memb ership • Family Refere nce (most import ant) • Husba nd, wife, kids Roles • Influe and ncer, Status buyer, user Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Social Factors © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 7
Factors Affecting Consumer Behavior: Personal Influences Age and Life Cycle Stage Occupation Economic Situation Personality & Self-Concept Lifestyle Identification Activities Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens Interests Opinions © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 8
VALS 2 Actualizers Principle Oriented Status Oriented Abundant Resources Fulfilleds Achievers Believers Strivers Minimal Resources Action Oriented Experiencers Makers Strugglers Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 9
Factors Affecting Consumer Behavior: Psychological Motivation Beliefs and Attitudes Psychological Factors Affecting Buyers Choices Perception Learning Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 10
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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 11
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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 12
Psychological - Learning Changes in an individual’s behavior arising from experience. Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 13
Psychological - Attitude An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea. Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 14
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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 15
Buyer Decision Process Purchase Decision Evaluation of Alternatives Postpurchase Behavior Information Search Need Recognition Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 16
Consumer Behavior and Services • Search • Experience • Credence qualities Marketing for Hospitality and Tourism, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 17
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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 18
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, 3 e Philip Kotler, John Bowen, James Makens © 2003 Pearson Education, Inc. Upper Saddle River, NJ 07458 19
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