1. Chapter 6: Consumer Markets and Consumer Buying Behavior
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

2. 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?”
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

3. Model of Buyer Behavior
Marketing and
Other Stimuli
Marketing
Product
Price
Place
Promotion
Other
Economic
Technological
Political
Cultural
Buyer’s Black Box
Buyer Characteristics
Buyer Decision Process
Buyer Responses
Product Choice
Brand Choice
Purchase Timing
Purchase Amount
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

4. Factors Influencing Consumer Behavior
Culture
Sub-
culture
Social
class
Cultural
Social
Reference
groups
Family
Roles
and
status
Personal
Age and
life-cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self-concept
Psycho-
logical
Motivation
Perception
Learning
Beliefs and
attitudes
Buyer
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

5. Factors Affecting Consumer Behavior: Culture
Culture is the Most Basic Cause of a Person's Wants and Behavior.
Subculture
Group of people with shared value systems based on common life experiences.
Hispanic Consumers
African American Consumers
Asian American Consumers
Mature Consumers
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

6. Factors Affecting Consumer Behavior: Culture
Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family.
Social Class
Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors.
Measured by: Occupation, Income, Education, Wealth and Other Variables.
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

7. Factors Affecting Consumer Behavior: Social
Groups
Membership
Reference
Family (most important)
Husband, wife, kids
Influencer, buyer, user
Social Factors
Roles and Status
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

8. Factors Affecting Consumer Behavior: Personal
Personal Influences
Age and Life
Cycle Stage
Occupation
Personality &
Self-Concept
Economic
Situation
Activities
Interests
Lifestyle Identification
Opinions
Factors Affecting Consumer Behavior: Personal
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

9. VALS 2 Principle Oriented Status Oriented Action Oriented
Abundant Resources
VALS 2
VALS 2 Segments
This CTR corresponds to Figure 5-3 on p. 144 and relates to the material on pp
Actualizers
Principle Oriented
Status Oriented
Action Oriented
Fulfilleds
Achievers
Experiencers
VALS 2 Segments
The VALS 2 Segmentation by lifestyle incorporates both psychological aspects such as principles, status, and action orientations as well as resource-based orientations (abundant versus minimal). Descriptions of each area include:
Fulfilleds. Fulfilleds are principles oriented individuals who are mature responsible well-educated professionals. Leisure centers around the home but they are also well-informed about the world. High income but practical, value-oriented consumers.
Believers. Believers principles oriented individuals who have more modest incomes, are conservative and predictable consumers who favor American products.
Achievers. Achievers are status oriented individuals who get satisfaction from jobs and families. Conservatives who respect authority. Products show off success.
Strivers. Strivers are status oriented individuals who seek to emulate achievers but have fewer resources.
Experiencers. Experiencers are action oriented individuals who like to affect the environment in tangible ways. This group is active and outgoing and likes new things.
Makers. Makers are action oriented individuals who also like to affect their environment but in more practical ways. They value self-sufficiency, family, and have little interest in the larger world.
Actualizers. Actualizers are resource oriented individuals with the highest incomes and so many resources that they can indulge any or all self-orientations. Image is an expression of taste, independence, and character. They can buy anything; need nothing.
Strugglers. Strugglers are resource oriented individuals who have the lowest income and tend to be brand loyal. Strugglers are concerned with survival.
Makers
Believers
Strivers
Minimal Resources
Strugglers
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

10. Factors Affecting Consumer Behavior: Psychological
Motivation
Psychological
Factors Affecting
Buyers
Choices
Beliefs and
Attitudes
Perception
Learning
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

11. Psychological - Motive
A motive is a need that has a sufficient level of intensity. Creating a tension state that drives the person to act.
Satisfying the need reduces the felt tension.
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

12. Psychological - Perception The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

13. Psychological - Learning
Changes in an individual’s behavior arising from experience.
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

14. Psychological - Attitude
An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

15. 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)
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

16. Buyer Decision Process
Purchase
Decision
Evaluation
of Alternatives
Postpurchase
Behavior
Information
Search
Need Recognition
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

17. Consumer Behavior and Services
Search qualities
Experience qualities
Credence qualities
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

18. When Search Qualities are Lacking
Personal sources of information
More post-purchase evaluation than pre-purchase evaluation
Price and physical qualities are major tools
Evoked set is smaller
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458

19. When Search Qualities are Lacking
Innovations adopted more slowly
Perceive greater risks
Brand switching is less frequent
Self blame for dissatisfaction
Source: Valarie Zeithaml, “How Consumer Evaluation Processes Differ Between Goods aand Services,” in Marketing Of Services, 1981, pp
Marketing for Hospitality and Tourism, 3e ©2003 Pearson Education, Inc.
Philip Kotler, John Bowen, James Makens Upper Saddle River, NJ 07458