40154735 Consumer Buying Behaviour Kotler Pptt
Transcript of 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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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 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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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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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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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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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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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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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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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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Factors Affecting Consumer
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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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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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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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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Relatively homogenous, enduring divisions
in a society, hierarchically ordered with
members sharing similar values, interests,and behaviors
Social Class
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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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Social Classes
Upper Upper
Lower Upper
Upper Middle
Lower Middle
Upper Lower Lower Lower
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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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GroupsMembershipReference
Family (most important)Husband, wife, kidsInfluencer, buyer, user
Roles and Status
Social Factors
Factors Affecting Consumer
Behavior: Social
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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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Family Influence on Buying
Behavior
Husband-Dominant
Wife-Dominant
Equal
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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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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
Factors Affecting Consumer
Behavior: Personal
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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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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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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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Achievers
Actualizers
Strugglers
Strivers
Fulfilleds
Believers
Experiencers
Makers
Abundant Resources
Minimal Resources
VALS 2
Status Oriented Action OrientedPrinciple Oriented
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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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Factors Affecting Consumer
Behavior: Psychological
PsychologicalFactors
AffectingBuyersChoices
Motivation
Perception
Learning
Beliefs andAttitudes
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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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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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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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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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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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Psychological - Learning
Changes in an individuals
behavior arising from experience.
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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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Psychological - Attitude
An attitude describes a persons
relatively consistent evaluations,feelings, and tendencies toward
an object or idea.
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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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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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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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Buyer Decision Process
Postpurchase
Behavior
PurchaseDecision
InformationSearch
NeedRecognition
Evaluation
of Alternatives
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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 Buying Decision
Process Problem recognition
Information Search
Evaluation of Alternatives
Purchase decision
Post PurchaseEvaluation
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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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Types of Buying Behavior
Routine Response
Limited Decision Extension Decision
Impulse Buying
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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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Search qualities
Experience qualities
Credence qualities
Consumer Behavior and Services
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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
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.