Tourism and Hospitality
Marketing
CHAPTER 2
CONSUMER
BEHAVIOR
CONTEN i. Purchase Decision
T ii.
Process
Problem Recognition
OVERVI iii. Consumer Information
Processing
iv. Evaluation of
EW Alternatives
v. Purchase
CONTEN vi Post-Purchase Evaluation
T .
vii Factors Affecting Consumer Buying
OVERVI
. Behavior
viii Consumer Psychological
EW .
ix
.
Influences
Social Influences
x. Purchase Situation
CONSUMER
BEHAVIOR
• The study of how people select, purchase,
use, and dispose of products, services, or
ideas to satisfy their needs and wants.
03
PURCHASE DECISION
PROCESS
The consumer’s buying decision process consists
of the following stages:
• Problem Recognition
• Consumer Information
• Evaluation
• Purchase
• Post-Purchase Evaluation
04
PROBLEM
RECOGNITION
• The object of marketing is to help people
provide solutions to their problems which,
in marketing terms, simply means
satisfying the needs.
• But before a need to be satisfied, it must
be first identified.
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PROBLEM
RECOGNITION
• Example:
An advertisement trying to point out the need
for parents to be constantly accessible with their
children. The product offered to satisfy the need
was cellphone especially designed for children.
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CONSUMER INFORMATION
PROCESSING
After recognizing his need, the consumer who is properly
motivated attempts to conduct an information search.
There are two ways of conducting information search:
• Internal Source
• External Source
07
CONSUMER INFORMATION
PROCESSING
• Internal Source - when the consumer scans his
memory for experiences with products that will
satisfy his needs.
Example: Low and frequently used products like a
toothbrush and toothpaste.
08
CONSUMER INFORMATION
PROCESSING
• External Source - An attempt to generate information
outside of the consumer’s personal experiences.
The following reasons:
The internal source of information is not enough; the risk
of making the wrong decision is high; and the cost of
gathering information is low.
.
09
CONSUMER INFORMATION
PROCESSING
External Source of information consists of:
• Friends and family • In-store display
• Salesmen • Sales Promotion
• Telemarketing • Packaging
• Trade Shows • Magazines and Newspapers
• Advertising .
.
10
EVALUATION OF
ALTERNATIVES
• The object of information search is to put up a list
of alternatives that the consumer thinks as worthy
solutions to his problems.
• When the list is ready, the alternatives indicated
will be evaluated with the use of a set of criteria.
(Price, functions, quality, and likes)
11
PURCHASE
• After evaluating the alternatives, the consumers will
have a tentative answer on “what to buy”, but they still
have to find answers to the questions “where to buy?”
• Stores will tend to offer different incentives to
customers.
Example: One store provides a free annual maintenance
service, while another store accepts trade-in of used
appliances.
12
POST-PURCHASE
EVALUATION
• Whether or not the consumer will make a
repeat purchase and endorse the product to
another will depend on how satisfied he is
with the product.
• To determine the consumer’s behavior after
the purchase is made.
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POST-PURCHASE
EVALUATION
Customer’s satisfaction COMPARISON DIFFERENCE RESULT
level: Product
None High
performance
satisfaction
• Highly satisfied expected vs.
Product
perceived Slight Low satisfaction
• Somewhat satisfied performance
expected vs.
• Dissatisfied Product
perceived Big Dissatisfaction
performance
expected vs.
perceived
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FACTORS AFFECTING CONSUMERS’
BUYING
The consumer’s buying behavior BEHAVIOR
is affected by
three factors;
1. Psychological Variables
2. Social Influences
3. Purchase Situation
15
FACTORS AFFECTING CONSUMER’S BEHAVIOR
Figure 6
Psychological Social Influences Purchase Situation
Variables
Motivation Personal Influence Purchase Task
Perception Reference Groups Social Surroundings
Learning Family Physical Surroundings
Attitudes Social Class Temporal Effects
Lifestyle Culture Antecedent States
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CONSUMER AND PSYCHOLOGICAL
• Motivation
INFLUENCES
• Perception
• Learning
• Attitudes
• Lifestyle
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PROCESS OF
Figure 7
MOTIVATION
UNSATISFIED
NEED
DRIVE
MOTIVATION TO
BUY
DECISION TO
BUY
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STAGES IN THE SELECTIVE PROCESS OF
INFORMATION
Figure 8
Selective Pays attention to information that
Exposure conforms with his attitudes and
beliefs
Selective Pays attention to supportive
Attention information and avoid contradictory
information
Selective Interprets selected information to
Comprehension conform with his attitudes and
beliefs
Selective Remembers only information that
Retention conforms with his attitudes and
beliefs
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SOCIAL INFLUENCES
The consumer’s behavior is also influenced by their relationship with other
people, formal or informal. Social influences on purchasing decisions could
come from:
1. Personal Influence (opinion leaders, word-of-mouth)
2. Reference Groups
3. Family (consumer socialization, family life cycle, family decision
making)
4. Social Class
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5. Culture
THE PURCHASE
SITUATION
The Purchase decision process is also affected by the
purchase situation. The situational influences consist
of:
• The Purchase Task
• Social Surroundings
• Physical Surroundings
• Temporal Effects
• Antecedent State
21
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E PAGES
Use the following design
resources in your training
presentations. Happy
designing!
Thank You For Using This
Template