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

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

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

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

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

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and 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 “How do consumers respond to various marketing efforts the company might use?”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

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

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

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

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

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Cultural Factors Culture is the most basic determinant of a person’s wants and behaviorCulture 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 situationsSubcultures 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 behaviorsSocial 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

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

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

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

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

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

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

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Physiological Needs (hunger, thirst) Safety Needs (security, protection) Social Needs (sense of belonging, love) Esteem Needs ( self-esteem) Self Actualization Maslow’s Hierarchy of Needs ©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens

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

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

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

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

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

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

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

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

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

©2006 Pearson Education, Inc. Marketing for Hospitality and Tourism, 4th edition Upper Saddle River, NJ Kotler, Bowen, and Makens Best Practices in Consumer Markets and Consumer Buying Behavior What did these hotels do?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

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