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2 CONSUMER BEHAVIOUR Prepared by
Simon Hudson, Haskayne School of Business University of Calgary and Marion Joppe, University of Guelph 2-1 Copyright © 2009 by Nelson Education Limited.
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2 Topics Importance of consumer behaviour within tourism marketing
Major factors influencing consumer behaviour Typologies of tourist roles Underlying principles of organizational buying behaviour Trends in consumer behaviour influencing tourism marketing today. 2-2 Copyright © 2009 by Nelson Education Limited.
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Factors Influencing Consumer Behaviour
2 Consumer Behaviour Factors Influencing Consumer Behaviour 2-3 Copyright © 2009 by Nelson Education Limited.
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2 Motivations and Needs Motivations Needs
Consumer Behaviour Motivations and Needs Motivations inner drives that people have that cause them to take action to satisfy their needs Needs the gaps between what customers have and what they would like to have, seen as the force that arouses motivated behaviour 2-4 Copyright © 2009 by Nelson Education Limited.
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Maslow’s Hierarchy of Needs
2 Consumer Behaviour Maslow’s Hierarchy of Needs 2-5 Copyright © 2009 by Nelson Education Limited.
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2 Learning and Beliefs Learning Beliefs
Consumer Behaviour Learning and Beliefs Learning refers to the way in which visitors receive and interpret a variety of stimuli Beliefs the thoughts that people have about most aspects of their life 2-6 Copyright © 2009 by Nelson Education Limited.
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Attitudes and Perception
2 Consumer Behaviour Attitudes and Perception Attitudes ingrained feelings about various factors of an experience Perception an overall mind-picture of the world, shaped by information that people filter and then retrieve 2-7 Copyright © 2009 by Nelson Education Limited.
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2 Consumer Behaviour Perceptual Mapping A technique used to identify the relationship between the level of perceived importance of certain aspects of a product on the part of the tourist and the actual performance on the part of the supplier 2-8 Copyright © 2009 by Nelson Education Limited.
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Competitive Positioning of Key Long-Haul Destinations
2 Consumer Behaviour Competitive Positioning of Key Long-Haul Destinations 2-9 Copyright © 2009 by Nelson Education Limited.
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2 Culture norms, beliefs and rituals that are unique to each person
Consumer Behaviour Culture norms, beliefs and rituals that are unique to each person Snapshot: Longing for the Way We Were 2-10 Copyright © 2009 by Nelson Education Limited.
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2 Consumer Behaviour Age and Gender As people reach different ages they tend to exhibit different values and requirements than younger groups Increasing importance of female business travellers 2-11 Copyright © 2009 by Nelson Education Limited.
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Median and average wealth in Canada by age group, 1984 –2005
Consumer Behaviour Median and average wealth in Canada by age group, 1984 –2005 Table 2.1 2-12 Copyright © 2009 by Nelson Education Limited.
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Lifestyle & Psychographic Analysis
2 Consumer Behaviour Lifestyle & Psychographic Analysis Lifestyle analysis examines at the way people allocate time, energy, and money Psychographic analysis attempts to measure people’s activities, interests, and opinions 2-13 Copyright © 2009 by Nelson Education Limited.
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2 Consumer Behaviour VALS™ VALS™ a typology framework that divides the population into eight lifestyle groups, defined according to factors such as self-image, aspirations, values, and products 2-14 Copyright © 2009 by Nelson Education Limited.
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The VALS™ Typology Framework
2 Consumer Behaviour The VALS™ Typology Framework 2-15 Copyright © 2009 by Nelson Education Limited.
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2 Life Cycles Family life cycle Life cycle model
Consumer Behaviour Life Cycles Family life cycle based on the premise that when people live together their way of life changes. Life cycle model many authors have applied the model to tourism suggesting that travel patterns and destinations vary as people move through their life cycle 2-16 Copyright © 2009 by Nelson Education Limited.
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Allocentrics vs. Psychocentrics
2 Consumer Behaviour Allocentrics vs. Psychocentrics Venturers (Allocentrics) travellers who prefer exotic destinations, unstructured vacations rather than packaged tours, and more involvement with local culture Dependables (Psychocentrics) travellers who prefer familiar destinations, packaged tours, and “touristy” areas 2-17 Copyright © 2009 by Nelson Education Limited.
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Plog’s Classification of Tourists
2 Consumer Behaviour Plog’s Classification of Tourists 2-18 Copyright © 2009 by Nelson Education Limited.
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2 The Buying Process Three levels of commitment
Consumer Behaviour The Buying Process Three levels of commitment Extended problem solving Limited problem solving Habitual problem solving 2-19 Copyright © 2009 by Nelson Education Limited.
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3 Buying Roles Five buying roles Initiator Influencer Decider Buyer
Consumer Behaviour Buying Roles Five buying roles Initiator Influencer Decider Buyer User 3-20 Copyright © 2009 by Nelson Education Limited.
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The Consumer Buying Process
2 Consumer Behaviour The Consumer Buying Process 2-21 Copyright © 2009 by Nelson Education Limited.
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Organizational Buyer Behaviour
2 Consumer Behaviour Organizational Buyer Behaviour Group vs. individual buying Group buying: business-to-business Individual buying: business-to-consumer Nature of the buying unit usually involves more buyers and a more professional purchasing effort (e.g., meeting planners) Decision Process more complex buying decision 2-22 Copyright © 2009 by Nelson Education Limited.
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Trends in Consumer Behaviour
2 Consumer Behaviour Trends in Consumer Behaviour Learning and Enrichment Ethical Products Nostalgia Health-Consciousness Customization Convenience and Speed The Unpredictable Spiritual Enlightenment Service Quality Experiences 2-23 Copyright © 2009 by Nelson Education Limited.
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Learning and Enrichment Travel
2 Consumer Behaviour Learning and Enrichment Travel Refers to vacations that provide opportunities for authentic, hands-on, or interactive learning experiences Canada has some of the best learning and enrichment travel experiences in the world including cuisine and wine, gardens, arts and culture, natural phenomena, wildlife viewing, heritage and history 2-24 Copyright © 2009 by Nelson Education Limited.
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