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21.02.2012 Chapter 6 “To be a bullfighter, you must first learn to be a bull.” Consumer Markets and Consumer Buying Behavior ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens Chapter Objectives • Name the elements of the response model of consumer behavior • Outline the major characteristics affecting consumer behavior • Explain the buyer decision process ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Five Premises of Consumer Behavior • Consumer 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. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens -Anonymous ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing forand Hospitality Marketing for Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Consumer Buying Behavior • Consumer buying behavior refers to the buying behavior of final consumers – individuals & households who buy goods and services for personal consumption ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Consumer Buying Behavior • The central question for marketers is: “How do consumers respond to various marketing efforts the company might use?” ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 1 21.02.2012 A Model of Consumer Behavior ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Factors Influencing Consumer Behavior ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Cultural Factors • Culture is the most basic determinant of a person’s wants and behavior Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Cultural Factors • 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. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Social Factors • Consumer behavior is influenced by: –Consumers’ groups –Family –Social roles –Status ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Consumer Groups • An individual’s attitudes and behavior are influenced by many small groups • Types of groups – Membership groups • Primary groups • Secondary groups – Reference groups – Aspirational groups • Opinion leaders ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 2 21.02.2012 Social Factors (Roles and Status) • A role consists of the activities that a person is expected to perform according to the persons arround him or her. • Each role carries a status reflecting the general asteem given to it by society. ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Personal Factors • Personality is a person’s distinguishing psychological characteristics that lead to relatively consistent and lasting responses to his or her environment • Self-Concept is the complex mental pictures people have of themselves, also known as self-image ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 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) ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 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. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 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 factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) and satisfiers (factors that cause satisfaction) ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 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 intended. – 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. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 3 21.02.2012 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. Upper Saddle River, NJ 07458 • Think of a recent important purchase– briefly draw a flowchart of the steps you recall moving through from the awareness of need to post purchase • What influenced you at each step? Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Buyer Decision Process • How do you know when to shop? What are the triggers that initiate an awareness & search? • What are the internal & external sources of these triggers? Cultural, Social, Individual and Psychological Factors affect all steps ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Need Recognition Need Recognition • For the decision process to begin, a potential buyer must first recognize a problem or need Need Recognition Difference between an actual state and a desired state When do you need recognition? • When a current product isn’t performing properly • When the consumer is running out of an product • When another product seems superior to the one currently used ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Internal Stimuli External Stimuli • Hunger • TV advertising • Thirst • Magazine ad • A person’s normal needs • Radio slogan ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 •Stimuli in the environment Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 4 21.02.2012 Need Recognition Marketing helps consumers recognize (or create) an imbalance between present status and preferred state • go back to your past purchase– what were the specific internal and external sources of information that influenced your decision? • how do you determine (and rate) the credibility of these sources? • what specific information influenced you? Information Search The information search stage An internal search involves the scanning of one's memory to recall previous experiences or knowledge concerning solutions to the problem-- often sufficient for frequently purchased products. An external search may be necessary when past experience or knowledge is insufficient, the risk of making a wrong purchase decision is high, and/or the cost of gathering information is low. • Information can be obtained from: Personal sources (friends and family) Public sources (rating services like Consumer Reports) Marketer-dominated sources (advertising or sales people) set: a group of brands from which the buyer can choose – 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 The evoked Determinants of External Search ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Successive Sets Involved in Consumer Decision Making ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens 5 21.02.2012 Buyer Behavior Other people often influence a consumers purchase decision. The marketer needs to know which people are involved in the buying decision and what role each person plays, so that marketing strategies can also be aimed at these people. (Kotler et al, 1994). • Initiator: the person who first suggests or thinks of the idea of buying a particular product or service. Evaluation of Alternatives • Products are seen as bundles of product attributes • Influencer: a person whose views or advice carry weight in making the final buying decision (Opinion leaders) • Decider: the person who ultimately makes the final buying decision or any part of it • Buyer: the person who makes the actual purchase • Customers rank attributes and form purchase intentions • User: the person who consumes the product or service Note: teens are increasingly assuming more of these roles Think about your past purchase– who was in which role? ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Consumer decision making varies with the level of involvement in the purchasing decision • quickly list 10 items you have purchased in the past month • reexamine how long it took you to make a decision on each • why did such a difference in decision occur? • Extensive: problem solving occurs when buyers purchase more expensive, less frequently purchased products in an unfamiliar product category requiring information search & evaluation; may experience cognitive dissonance. • Limited: problem solving occurs when buyers are confronted with an unfamiliar brand in a familiar product category • Routine: response behavior occurs when buyers purchase low cost, low risk, brand loyal, frequently purchased, low personal identification or relevance, items with which they are familiar. Factors affecting Consumer involvement • Previous Increase in Consumer evaluation processes Types of consumer involvement and decision making experience: low level involvement Routine Limited Extensive Involvement Short Low to moderate High • Situation: low to high due to risk Time Low Short to moderate Long • Social Cost Short Low to moderate High Information Search Internal only Mostly internal Internal & external Number of alternatives one few many • Interest: high involvement • Perceived risk of negative consequences: high involvement visibility: involvement increases with product visibility So… • Offer extensive information on high involvement products • In-store promotion & placement is important for low involvement products • Linking low-involvement product to high-involvement issue can increase sales 6 21.02.2012 Purchase Decision Post Purchase Behavior • The smaller the gap between customer expectations and perceived performance, the greater the customer’s satisfaction ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Post Purchase Behavior Consumer’s Expectations of Product’s Performance Product’s Perceived Performance ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Marketing for Marketing Hospitality forand Hospitality Tourism,and 4thTourism, edition 4th edition Kotler, Kotler,Bowen, Bowen, and andMakens Makens Postpurchase Behavior Cognitive dissonance is buyer discomfort caused by post purchase conflict Cognitive Dissonance ? Did I make a good decision? Did I buy the right product? Satisfied Customer! ©2006 Pearson Education, Inc. Upper Saddle River, NJ 07458 Dissatisfied Customer Can minimize through: Effective Communication Follow-up Guarantees Warranties Underpromise & overdeliver Did I get a good value? Marketing for Hospitality and Tourism, 4th edition Kotler, Bowen, and Makens 7