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Transcript
Chapter 6
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
Key Terms
•
•
•
•
•
•
•
•
•
Aspirational group (desire)
Attitude
Belief
Brand image
Cognitive dissonance (perceptive inconsistency)
Culture
Family life cycle
Learning
Lifestyle
©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
Key Terms
•
•
•
•
•
•
•
•
Membership groups
Motive (or drive)
Opinion leaders
Personality
Reference groups
Role
Self-concept
Social classes
©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
“To be a bullfighter, you must first
learn to be a bull.”
-Anonymous
©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
Chapter Objectives
• Name the elements of the stimulusresponse 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
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.
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
• 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.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
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
Personal Characteristics Affecting
Consumer Behavior
• Cultural Factors
• Social Factors
• Personal Factors
• Psychological Factors
©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
Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
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.
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
– 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
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
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.
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
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.
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
Psychological Factors
• Perception
– Selective Attention
• Consumers are constantly bombarded with
information and will screen out stimuli
– Selective Distortion (çarpıtma)
• Messages to do not always come across in
the same way the sender indented.
– Selective Retention (alıkoyma)
• 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
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
Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
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
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.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Information Search
• Information can be obtained from:
– Personal Sources
• Family, friends, neighbors, and acquaintances
(dost)
– Commercial Sources
• Advertising, salespeople, dealers, packaging, and
displays
– Public Sources
• Restaurant reviews, editorials in the travel section,
consumer-rating organizations
©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
Evaluation of Alternatives
• Products are seen as bundles
of product attributes
• Customers rank attributes and
form purchase intentions
©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
Purchase Decision
©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
• 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.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
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.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
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.
Upper Saddle River, NJ 07458
Marketing for
Marketing
Hospitality
forand
Hospitality
Tourism,and
4thTourism,
edition 4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens
Slayt sonu..
©2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458
Marketing for Hospitality and Tourism, 4th edition
Kotler, Bowen, and Makens