1. Introduction to Hospitality Consumer Behavior
Describing Consumer Behavior
SOCIAL SETTING
SOCIAL FORCES
ROLES
ATTITUDES RELATIVE TO ROLES
Reasons to Study Consumer Behavior

2. Factors that Influence Consumer Behavior
External Influences
Culture
Socioeconomic level
Reference groups
Households
Internal Influences
Personal needs and motives
Experience
Personality and self-image
Perception and attitude

3. Maslow’s Hierarchy of Needs
Physiological Needs
Safety Needs
Social and Belonging Needs
Esteem Needs
Self-actualization Needs

5. Consumer Discretionary Purchasing over a Lifespan
Possession Experiences – less than 40
Catered Experiences – ages 40 to 60
Being Experiences – ages 60 to 80+

6. Consumer Adoption Process
Innovators – 2.5%
Early Adopters – 13.5%
Early Majority – 34.0%
Late Majority – 34.0%
Laggards – 16.0%

7. Consumer Decision-Making Model
Problem recognition
Information search
Table 3.1 Comparison of Information Sources
Information Source
Effort Required
Credibility
Internal (past experience)
Low
High
External
Personal (friends and family)
Marketing (advertising, promotions, salespeople)
Public (consumer information, Internet)

8. Consumer Decision-Making Model (Continued)
Evaluation of alternatives
Evoked set -A set of brands that will be considered in the final purchase decision
Purchase decision
Post purchase evaluation
Cognitive dissonance -Consumers may have second thoughts or negative feelings after they have purchased a product or service

9. Consumer Problem-Solving Processes
Compensatory
Consumers use a product’s strengths in one or more areas to compensate for deficiencies in other areas
Noncompensatory
Conjunctive: exceed minimums on all attributes
Disjunctive: exceed minimum on at least one attribute
Lexicographic: prioritize and consider one attribute at a time

10. Consumer Problem-Solving Techniques
Routine Response Behavior – habitual response with little search or evaluation
Limited Problem Solving – some search and evaluation
Extended Problem Solving – extensive search and evaluation

11. Table 3.3 Problem-solving Techniques
Characteristics
Routine Response Behavior
Limited Problem Solving
Extended Problem Solving
Amount of search
Minimal
Moderate
Substantial
Number of brands considered
One
Few
Many
Number of attributes evaluated
One or two
Cognitive processing
Number of external information sources used
None
Level of involvement
Low
Medium
High
Total amount of effort

12. Characteristics of Organizational Buying
Larger volume purchases
Derived demand
More emphasis on specifications and service
Professional buyers and more negotiation
Repeat business
Multiple buyers

13. Members of an Organizational Buying Unit
Users – people that actually use the product
Influencers – people with expertise who may help determine specifications
Buyers – people who make purchase
Deciders – people with the authority to select or approve a supplier
Gatekeepers – people who control the flow of information
© 2010 John Wiley & Sons, Inc.