7
HMGT 2405 Hospitality Marketing Ch 6 Consumer Buying 1 HMGT 2405 Hospitality Marketing Chapter 6 § List internal and external influences on consumer behavior. § Describe the Consumer-Decision Making Model. § Outline the 3 levels of consumer problem solving. § List characteristics unique to organizational buying. § Compare consumer buying with organizational buying.

HMGT 2405 Hospitality MarketingHMGT 2405 Hospitality Marketing Ch6 Consumer Buying 2 §Consumer behavior is purposefuland goal- oriented. §The consumer has free choice. §Consumer

  • Upload
    others

  • View
    15

  • Download
    0

Embed Size (px)

Citation preview

HMGT 2405 Hospitality MarketingCh 6 Consumer Buying

1

HMGT 2405Hospitality Marketing

Chapter 6

§ List internal and external influences on consumer behavior.

§Describe the Consumer-Decision Making Model.

§Outline the 3 levels of consumer problem solving.

§ List characteristics unique to organizational buying.

§Compare consumer buying with organizational buying.

HMGT 2405 Hospitality MarketingCh 6 Consumer Buying

2

§Consumer behavior is purposeful and goal-oriented.

§The consumer has free choice.

§Consumer behavior is a process.

§Consumer behavior is predictable.§Consumer behavior can be influenced.

§There is a need for consumer education.

Source: Chambers, Chacko and Lewis, 1989

What is Consumer Behavior?

https://www.youtube.com/watch?v=LI_WwbgwYfs

HMGT 2405 Hospitality MarketingCh 6 Consumer Buying

3

Source: Kotler, Bown and Makens, 1996

STIMULUS RESPONSE

Source: Kotler, Bown and Makens, 1996

External influences Internal influences

HMGT 2405 Hospitality MarketingCh 6 Consumer Buying

4

GroupsWord-of-Mouth

Influence & Buzz Marketing

Online Social Networks

Family Role & Status

HMGT 2405 Hospitality MarketingCh 6 Consumer Buying

5

SelectiveAttention

SelectiveDistortion

SelectiveRetention

https://www.youtube.com/watch?v=Rn5a03Xp0Kc

HMGT 2405 Hospitality MarketingCh 6 Consumer Buying

6

Need recognitio

nInformation search

Evaluation of

alternatives

PurchasePost-

purchase behavior

§ Need recognition§ Can be caused by internal or external stimuli

§ Information search§ Internal: past experience § External: family/friends, sales persons,

advertising§ Effort required & credibility?

§ Evaluation of alternatives§ Products are seen as bundles of product

attributes.§ Customers rank product attributes § Evoked set

§Postpurchase evaluation§ The smaller the gap between customer

expectations & perceived performance, the greater the customer’s satisfaction.

HMGT 2405 Hospitality MarketingCh 6 Consumer Buying

7

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 Few Many

Cognitive processing

Minimal Moderate Substantial

Number of external information sources used

None Few Many

Level of involvement

Low Medium High

Total amount of effort

Low Medium High