1. Chapter 6 Consumer Markets and Consumer Buying Behavior

2. “To be a bullfighter, you must first learn to be a bull.” -Anonymous
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

3. Chapter Objectives
Name the elements of the stimulus–response model of consumer behavior
Outline the major characteristics affecting consumer behavior
Explain the buyer decision process
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

4. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

5. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

6. A Model of Consumer Behavior
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

7. Personal Characteristics Affecting Consumer Behavior
Cultural Factors
Social Factors
Personal Factors
Psychological Factors
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

8. Factors Influencing Consumer Behavior
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

9. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

10. Social Factors Consumer behavior is influenced by: Consumers’ groups
Family
Social roles
Status
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

11. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

12. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

13. Personal Factors Lifestyle American Lifestyles
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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

14. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

15. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

16. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

17. 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 indented.
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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

18. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

19. Buyer Decision Process
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

20. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

21. Information Search Information can be obtained from: 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
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

22. Evaluation of Alternatives
Products are seen as bundles of product attributes
Customers rank attributes and form purchase intentions
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

23. Purchase Decision
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

24. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

25. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

26. 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 Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

27. Key Terms Aspirational group Attitude Belief Brand image
Cognitive dissonance
Culture
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

28. Key Terms Family life cycle Learning Lifestyle Membership groups
Motive (or drive)
Opinion leaders
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens

29. Key Terms Personality Reference groups Role Self-concept
Social classes
©2006 Pearson Education, Inc Marketing for Hospitality and Tourism, 4th edition
Upper Saddle River, NJ Kotler, Bowen, and Makens