marketing my slides 06

7/31/2019 Marketing My Slides 06

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Consumers are individuals andhouseholds who buy services and

products for personal consumption


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Name the elements of the stimulus-responsemodel of consumer behaviors

Outline the major characteristics affectingconsumer behavior, and list some of thespecific cultural, social, personal, andpsychological factors that influence consumers

Explain the buyer decision process anddiscuss need recognition, information search,evaluation of alternatives, the purchase

decision, and postpurchase behavior


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Consumer Buying Behavior

Consumer Buying BehaviorConsumer Buying Behaviorrefers to thebuying behavior of final consumers for personalconsumption.

The U.S. consumer market consists of:295 million consumers$ 2.8 trillion of goods and services$10,000 for every man, woman and childGrows $100 billion every year


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Consumer Buying Behavior

Marketplace has become very competitive Globalization of hospitality and travel industry Aggressive competition

Invest in research, learn consumer trends,preferences, how they but, what they buy

The central question for marketers is:

How do consumers respond to variousmarketing efforts the company might use?


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Marketing stimuli (product, price, place,promotion)

Other stimuli (economic, technological,political, cultural)

Buyers black box (buyer characteristics andbuyer decision process)

Buyers responses (product choice, brandchoice, dealer choice, purchase timing,purchase amount)


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ProductPricePlace

Promotion

EconomicTechnological

PoliticalCultural

Buyer Decision Process

Buyer Characteristics


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Cultureis the most basic determinant of a personswants and behavior. Culture is expressed through tangible items, such as

food, architecture, clothing and art.

Culture is an integral part of the hospitality and travelbusiness.

Culture is dynamic and adopting to the environment

Subculture is smaller groups culture of a major culture Subcultures include, nationalities, religions, racial groups,geographic regions (Hispanic, African Americans, Asian

Americans)


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International cultures:the values, attitudes, andbehaviors can vary dramatically by country.

Germany United Kingdom

Saudi Arabia JapanInternational restaurant chains modify their products

Social class:relatively permanent and ordered divisionsin a society whose members share similar values,

interests, and behaviors.

Seven American Social Classes


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Strongly affect consumer responses, companies must

take them into account when designing marketing

strategies

Reference Groups

Membership groups

Aspirational groups

Opinion leaders

Family

Roles and status


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Age and Family Life-Cycle Stage Occupation Economic situation

Lifestyle Believers Achievers Blue-Chip Blues

Personality and self-concept Personality distinguishing psychological

characteristics

Self Concept or self-image


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PsychologicalFactors

AffectingBuyers

Choices

Motivation

Perception

Learning

Beliefs andAttitudes


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Psychological - Motivation

Biological needs: arising from hunger, thirst, anddiscomfort

Psychological needs: arising from states of tension,such as recognition, esteem, or belonging

A motive is a need that has a sufficient level ofintensity. Creating a tension state that drives the

person to act.

Satisfying the need reduces the felt tension.


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Psychological - Motivation

Two of the Most Popular Motivation Theories

Maslows Theory of Motivation Human needs are arranged in a hierarchy, from themost pressing to the least pressing.

Herzbergs Theory-Two Factor Theory Dissatisfiers

Factors that cause dissatisfaction

SatisfiersFactors that cause satisfaction


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Physiological Needs(hunger, thirst)

Safety Needs(security, protection)

Social Needs(sense of belonging, love)

Esteem Needs

(self-esteem)

SelfActualization


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Psychological-Perception

Perception How a person acts is influenced by his/herperception of the situation.

Why do people have different perceptions on thesame situation?? Interpretation is individual!!

Selective AttentionCurrent need, anticipation, size of deviation

Selective DistortionTendency to twist information

Selective RetentionRetain information that support attitudes and beliefs


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Psychological-Perception

Learning

Learning describes changing behaviors arising from

experience.

Site selection committee members visit hotels,

examine the hotels features.

Hotels should help guests to learn about the quality of

their facilities and services

Tours to first-time guests


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Beliefs and Attitudes

Attitude: Relatively

consistent evaluations,

feelings, and tendencies

toward an object or idea.Liking or disliking thingsHealthy food eat chickenCustomers developnegative or positive attitudetowards some products or

places.

Difficult to change

Belief: A descriptive

thought that a person holds

about something

X hotels have the bestfacilities.A particular airline haspoor maintenance

A particular country hasunhealthy food-handling

standards


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PostpurchaseBehavior

Information

Search

NeedRecognition

Evaluationof Alternatives


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The buying process starts when the buyer recognizes a

problem or need.

Actual state ~ desired state

The need can be triggered by internal stimuli

The need can also be triggered by external stimuli

Gift certificates


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Information Sources

Several sources of information

Personal sources

Family, friends, neighbors

Commercial sources

Advertising, salespeople, dealers, packaging

Public sourcesRestaurant reviews, editorials in the travel section,consumer-rating organizations, tripadvisor.com,WORD-OF-MOUTH


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How to sort and process information?

Certain basic concepts will help explain consumerevaluation process

Each consumer sees a product as a bundle of productattributes

The consumer attaches different degrees of importance toeach attribute

The consumer is likely to develop a set of beliefs aboutwhere each brand stands on each attribute

The set of beliefs held about a particular brand is known asthe brand image


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The consumer ranks brands in the choice set andforms purchase intentions.

Generally the consumer will buy the mostpreferred brand.

Influenced by the attitudes of others

Influenced by unexpected situations


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Post-purchase Behavior: Satisfiedor not satisfied

Consumers expectations are compared toperformance

If a seller exaggerates the products likelyperformance, the consumer will be disappointed.

The difference between expectation andperformance is .?


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Post-purchase satisfaction influencesfuture behavior Postpurchase conflict

Dissatisfied customers Return or complain Refund or exchange

Lawsuit Stop purchasing or discourage purchases

Reduce postpurchase satisfaction


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