40154735 Consumer Buying Behaviour Kotler Pptt

7/31/2019 40154735 Consumer Buying Behaviour Kotler Pptt

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

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Consumer Markets

and Consumer Buying

Behavior


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Consumer Buying Behavior refers to thebuying 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 variousmarketing efforts the company might use?

Consumer Buying Behavior


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Model of Buyer Behavior

Marketing andOther Stimuli

MarketingProductPricePlacePromotion

OtherEconomicTechnologicalPoliticalCultural

Buyers Black Box

Buyer CharacteristicsBuyer Decision Process

Buyer Responses

Product ChoiceBrand Choice

Purchase TimingPurchase Amount


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Factors Influencing

Consumer Behavior

Social

Referencegroups

Family

Rolesand

status

PersonalAge andlife-cycle

Occupation

Economicsituation

LifestylePersonality

andself-concept

Psycho-logical

MotivationPerceptionLearning

Beliefs andattitudes

Buyer

Culture

Sub-culture

Socialclass

Cultural


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Factors Affecting Consumer

Behavior: Culture

Subculture Group of people with shared

value systems based oncommon life experiences.

Hispanic Consumers

African American Consumers

Asian American Consumers

Mature Consumers

Culture is the Most Basic Cause of a Person'sWants and Behavior.


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Behavior: CultureCulture is the Set of Values, Perceptions, Wants &Behavior Learned by a Member of Society from

Family.

Social Class

Societys relatively permanent& ordered divisions whosemembers share similar values,interests, and behaviors.

Measured by: Occupation,Income, Education, Wealth andOther Variables.


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Cultures

The accumulation of values, knowledge,

beliefs, customs, objects, and concepts that asociety uses to cope with its environment

Subcultures

Groups of individuals who have similar valueand behavior patterns within the group but

differ from those in other groups.

Culture & Subcultures


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Relatively homogenous, enduring divisions

in a society, hierarchically ordered with

members sharing similar values, interests,and behaviors

Social Class


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Social Classes

Upper Upper

Lower Upper

Upper Middle

Lower Middle

Upper Lower Lower Lower


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GroupsMembershipReference

Family (most important)Husband, wife, kidsInfluencer, buyer, user

Roles and Status

Social Factors


Behavior: Social


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Family Influence on Buying

Behavior

Husband-Dominant

Wife-Dominant

Equal


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Personal Influences

Personal Influences

Age and LifeCycle Stage

Age and Life

Cycle Stage OccupationOccupation Personality &Self-Concept

Personality &Self-ConceptEconomicSituation

EconomicSituation

ActivitiesActivities InterestsInterests

Lifestyle IdentificationLifestyle Identification

Opinions

Opinions


Behavior: Personal


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Stages in Family Life-Cycle

Single

Newly Married Couples

Full Nest I Full Nest II

Full Nest III

Empty Nest I

Empty Nest II Solitary Survivor

Solitary Survivor, Retired


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Achievers

Actualizers

Strugglers

Strivers

Fulfilleds

Believers

Experiencers

Makers

Abundant Resources

Minimal Resources

VALS 2

Status Oriented Action OrientedPrinciple Oriented


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Behavior: Psychological

PsychologicalFactors

AffectingBuyersChoices

Motivation

Perception

Learning

Beliefs andAttitudes


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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.


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Psychological - Perception

The process by which an individualselects, organizes, and interprets

information inputs to create a meaningful

picture of the world.


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Psychological - Learning

Changes in an individuals

behavior arising from experience.


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Psychological - Attitude

An attitude describes a persons

relatively consistent evaluations,feelings, and tendencies toward

an object or idea.


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Physiological Needs(hunger, thirst)

Safety Needs(security, protection)

Social Needs(sense of belonging, love)

Esteem Needs

(self-esteem)

SelfActualization

Maslows Hierarchy of Needs


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Buyer Decision Process

Postpurchase

Behavior

PurchaseDecision

InformationSearch

NeedRecognition

Evaluation

of Alternatives


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Consumer Buying Decision

Process Problem recognition

Information Search

Evaluation of Alternatives

Purchase decision

Post PurchaseEvaluation


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Types of Buying Behavior

Routine Response

Limited Decision Extension Decision

Impulse Buying


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Search qualities

Experience qualities

Credence qualities

Consumer Behavior and Services


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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


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

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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, inMarketing Of Services, 1981, pp. 186-190.

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40154735 Consumer Buying Behaviour Kotler Pptt